From leading retail group Majid Al Futtaim comes THAT Concept Store – a new experience-led department store in Mall of the Emirates.

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The brief

A brand new retail experience opening up in a flagship destination inside Mall of the Emirates was calling for a 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. 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 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 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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