THAT CONCEPT STORE

THAT CONCEPT STORE

CREATIVE

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CREATIVE

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Creative launch campaign for THAT Concept Store
THE BRIEF

A brand new retail experience opening up in a flagship destination inside Mall of the Emirates was calling for a Creative Launch Campaign to challenge the norm. THAT Concept Store is a curation of the most unique, quirky and fashionable brands around, both local and global.

Commissioned by retail powerhouse Majid Al Futtaim, the video campaign had to capture the energy, hype and exclusivity of THAT, as well as showcase the high street-meets-luxury fashion selection, beauty treatments on offer and unexpected in-store services. The aim: to attract and appeal to a new wave of trendy, unapologetic cool seekers.

CONCEPTUALISATION / ART DIRECTION / BRAND CAMPAIGN / BRAND MESSAGING / CONTENT PRODUCTION / CONTENT CREATIVITY / CREATIVE DIRECTION /

OUR APPROACH

Storyboarding a night of rebellion, our film follows a group of misfits who roam free in THAT Concept Store after hours, as if it was being documented on CCTV. As a Full-Service Fashion Marketing Agency and Video Production Company In Dubai, we cast influencers to play the part of our trendsetters, kitted out in THAT streetwear and premium accessories.

The soundtrack was designed, recorded and produced by ASTUDIO from scratch to ensure it was completely unique to THAT. It merges traditional music from Arabic culture with a modern mash-up of rapping and beats to result in a foot-thumping tune.

Photography was also shot by our Fashion Photographers In Dubai during the Production and the content sliced up into different edits to build a bundle of content for varied multimedia use from Still Images, GIFs, teasers, snippets to the full film.

THE RESULTS

A boundary-pushing film to celebrate the launch of THAT Concept Store in Mall of Emirates, a creative retail experience that combines fashion, art, fitness, and beauty. ‘Access The Hype’, feel the energy, and do it THAT way.

The bank of content was also a key resource for the Social Media Marketing team at THAT to keep social media feeds live and buzzing with aspirational and catchy videos and images.

DIRECTOR’S NOTES

“We had so much fun filming this campaign, inspired by some of the greatest and most empowering videos made for Generation Y.”

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What Our Clients Are Saying

Gaelle Dalati
HEAD OF MARKETING AND COMMUNICATIONS / VALENTINO

“We highly recommend ASTUDIO. Their unparalleled creativity, attention to detail, and strategic approach in crafting captivating content have elevated our digital presence. Working with ASTUDIO has been a remarkable experience, resulting in tangible business growth. They are the ideal partner for any luxury brand.”

Ashraf Amaani
VP Brand / Mandarin Oriental

“ASTUDIO has been one of our trusted creative partners since 2019. Their exceptional creativity and unparalleled production capabilities have led to the successful execution of multiple campaigns. We highly recommend ASTUDIO for their expertise in bringing imaginative ideas to life.”

Gaelle Dalati
HEAD OF MARKETING AND COMMUNICATIONS / VALENTINO

“We highly recommend ASTUDIO. Their unparalleled creativity, attention to detail, and strategic approach in crafting captivating content have elevated our digital presence. Working with ASTUDIO has been a remarkable experience, resulting in tangible business growth. They are the ideal partner for any luxury brand.”

ONE INDEPENDENT POWERHOUSE

Whether you are looking for a complete brand overhaul, a transformative marketing strategy, award-winning video production or simply wanting to engage your audience on a new platform, we will walk you through it step by step.

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Louvre Abu Dhabi
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