AZZA FAHMY | FILM PRODUCTION | ASTUDIO

A summer collection campaign set in the desert, using fabric and larger-than-life color to invite our audience into the world of Azza Fahmy.

THE BRIEF
Egypt's fine jewelry house of provenance, Azza Fahmy, invited ASTUDIO to develop a summer campaign to launch its exclusive fashion collections. The brief was to immerse our audience in the World of Azza Fahmy with creativity that matched the lightness and warmth of summer.

OUR APPROACH
With two distinct directions for the collections, we split the shoot into two days. The first was on a location with rich red rocks and sand to contrast with the blue tones of the sky and our bespoke wardrobe looks. By flying fabric across the frame and having the model play with it, we were able to find unique compositions to highlight the jewelry pieces and we also captured their detail in a contemporary format using a wide-angle lens. The second day saw us hire a hot air balloon in the desert before sunrise, shooting inside and outside it as it prepared to take flight. This treatment was all about fun and color with a wardrobe that popped to complement the pieces being shot.

THE RESULT
The ‘hot air balloon excursion’ video and images are the lead imagery on the brand’s website and were rolled out on social media successfully this summer, bursting out from the feed in ASTUDIO style.

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