THAT CONCEPT STORE

THAT CONCEPT STORE

CREATIVE

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CREATIVE

Contact Us
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.”

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.”

case studies

BVLGARI Jannah, a Five-Petal Story

This campaign features the launch of BVLGARI’s exclusive Jannah jewellery collection, which premiered at Louvre Abu Dhabi. Have a look at the case study.

Experience Oman Website Wonder

Our aim was to design a mobile-friendly, accessible and beautiful website for Experience Oman. Have a look at our approach and the end-result here.

VOGUE ARABIA FINDING MĀ

ASTUDIO produced a dynamic fashion film for Vogue Arabia where East meets West, which ended up being shortlisted by the London Fashion Film Festival.

Piaget Ramadan #TurnLifeOn

Luxury Swiss watchmaker and jewellery brand, Piaget, wanted to mark Ramadan 2022 with a modern campaign for its Possession collection. Here's what we did.

RANA MIKDASHI

We were tasked with creating a complete digital strategy for Rana Mikdashi, a handcrafted, sculptural jewellery brand. Have a look at our strategy here.

ELIE SAAB TIMEPIECES

ASTUDIO was asked to lead the creative and production of the launch campaign for ELIE SAAB Timepieces. Find out more about our marketing approach here.

Experience Oman OmanByYou

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L’AZURDE - Nuit Blanche

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HADARA MAGAZINE

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ETHER BY CLOUD SPACES

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Azza Fahmy Real Love

Approaching their 50th anniversary, Azza Fahmy Jewellery wanted to create a standout social media campaign for Mother’s Day. View the case study here.

Mandarin Oriental Social Strategy

The five-star Mandarin Oriental Jumeira in Dubai wanted to stand out from its competitors on social media. Find out exactly how ASTUDIO achieved this.

Wego - Holidays

For Wego Arabia’s 2018 summer ad campaign, our brief was to convince consumers to book their holiday online with Wego. Have a look at the case study here.

Oman in Venice Art Biennale

We were briefed to position Oman as a top travel destination and get travellers in Venice to visit the Oman Pavilion. Read the complete case study here.

BVLGARI WONDERS OF LOVE

"The Wonders of Love," showcases love as a universal concept flowing through Ramadan. Through our film campaign, we highlight the brand identity and V in BVLGARI, sharing the wonders of love with V stories that are localized for our Ramadan campaign.

Experience Oman - Love Summer Again

ASTUDIO created a summer destination campaign for Experience Oman. Have a look at the full brief, our approach and the results in the case study here.

Vogue & WIRED X NEOM

ASTUDIO was commissioned by Vogue Arabia and WIRED ME to document four Saudi women as they explore what NEOM has to offer. View the end-result here.

MFDP LEGAL

ASTUDIO redefined MFDP's brand, developing contemporary design based on insights about the legal industry.

B FOR BEIRUT BVLGARI

BVLGARI partnered with Save the Children and required a film to raise awareness and donations. Learn more about ASTUDIO's approach and end-result here.

Sharjah Events - 2021 Calendar #SeeSharjah

Sharjah Events launched their 2021 Calendar online to promote big events and activities for the year. Our job was to create an engaging digital strategy.

THAT CONCEPT STORE

THAT Concept Store, a brand new retail experience inside Mall of the Emirates, was in need of a launch campaign to challenge the norm. Here's what we did.

STORE OF THE FUTURE

ASTUDIO produced over 340 pieces of content to be showcased in Store of the Future when the store opened its doors in Mall of the Emirates. Find out more.

Experience Oman - A 360 Roadmap

ASTUDIO designed a 360-degree digital strategy for Experience Oman to increase its presence online and meet goals. Find out more about our strategy here.

Vyntage Horology

ASTUDIO crafted Vyntage's identity, where modern Emirati vision meets the meticulousness of Swiss watchmaking.

SÉLECT LABEL

ASTUDIO combined SELECT LABEL's heritage with modern branding, crafting a captivating narrative showcasing luxury and innovation.

MANDARIN ORIENTAL EMIRATES PALACE

For the launch of the Emirates Palace Mandarin Oriental in Abu Dhabi, we were tasked to create an exceptional film to showcase the hotel. See more here.

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.

14

Worldwide Awards

22

Years in Business

#1

Louvre Abu Dhabi
Brand Film Premiere

1K+

Campaigns Produced

The region’s leading
luxury digital
marketing agency

Trusted by Hundreds
of brands

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Countries

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