VOGUE ARABIA FINDING MĀ
VOGUE ARABIA FINDING MĀ
ASTUDIO produced Finding Mā for Vogue Arabia, turning the magazine’s East and West reader insight into a fashion film shot between Dubai and New York. The work shows fashion storytelling, art direction and production craft from a studio active since 2006, with regional campaigns for Harpers Bazaar, Lacoste and Tommy Hilfiger.
Contact UsASTUDIO produced Finding Mā for Vogue Arabia, turning the magazine’s East and West reader insight into a fashion film shot between Dubai and New York. The work shows fashion storytelling, art direction and production craft from a studio active since 2006, with regional campaigns for Harpers Bazaar, Lacoste and Tommy Hilfiger.
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Vogue Arabia: the Arab edition of the most
celebrated fashion magazine in the world, Vogue.

What was the Vogue Arabia Finding Mā brief?
ASTUDIO’s brief was to capture the cosmopolitan look and contemporary mindset of the Vogue Arabia reader, an Arab woman equally at home in the East and the West. The campaign needed fashion film production, precise visual craft and a rhythm that could hold Dubai and New York in one story.
Art Direction / Fashion Film / Video Production / Creative Direction / Production Planning / Location Direction / Post-Production / Fashion Marketing / Social Content /
OUR APPROACH
Whether they travel for work, education, family or pleasure, revolving cities, changing views and a jet-setting lifestyle are becoming the norm for many modern Arab women in the target audience. They explore what the world offers them and are empowered by the prospect of unknown realms, which gave the film its core luxury storytelling tension.
Our Fashion Marketing Strategists and Production Team adopted the Japanese concept of ‘mā’, meaning ‘space and time’, as the campaign’s creative direction. Mā is a pause in time, an interval in space and the fundamental space needed to grow, making it a precise frame for a Vogue Arabia reader moving between cultures.
Our story follows the experience of a young Arab woman who travelled West to study. We see the challenges she faces. We feel the homesickness, the fear of leaving a comfortable and safe life and the pull to explore her mā through a fashion film narrative.
The film starts slowly in a dream-like state and keeps speeding up until our muse is literally spinning between East and West: Dubai and New York. The momentum builds to a crescendo, leaving the viewer stirred with intrigue while showing how ASTUDIO’s production services carry emotion, place and rhythm in one campaign.

DIRECTOR’S NOTES
“The film was shot between New York and Dubai and flawlessly captures the similarities (and differences) of these two cities..
For me it was important to pack the film with visual opportunities: urban shots against the backdrop of New York and Dubai, mixed with human movement and emotion. I wanted to create a poignant and eclectic story that speaks to the journey every one of us takes to find our ‘mā’ – a story that wanders through events and embraces experiences.”
THE RESULTS
‘Finding Mā’ was the first-ever film from the region to be selected in the fashion category for the globally-renowned London Fashion Film Festival 2019, celebrating the art of fashion and film.
Explore related production case studies for Bvlgari and Piaget, or brief ASTUDIO through contact us. Regional hubs include Saudi Arabia, Qatar and Kuwait, with content marketing and social media teams supporting campaign rollout.
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Louvre Abu Dhabi
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