AL-ARAQA
TRADITIONAL FASHION
MULTIMEDIA CAMPAIGN - 2023
The Fabric of Nature
We have worked with Al-Araqa on the release of their 2023 collection of their newly sewed Japanese-made traditional thobes. We have directed a multimedia campaign to showcase their new earthed-toned color-ways.
the origin
The minimal accents and textured nature of the designs inspired us to build an imaginative visual campaign that builds around the bold and humble traits of the collections and contextualize it in an imaginative-but-familiar landscapes.
Painting a Scene
When directing the visual language of the campaign, we needed to juxtapose the collection against familiar backdrops of landscapes that contrasted with each color-way, bringing the fabric details and accents forward and embodied the feeling of confidently wearing a modern, finely-woven garment in harmony with its inherited silhouette.