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.

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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 Us

Vogue Arabia: the Arab edition of the most
celebrated fashion magazine in the world, Vogue.

Vogue Arabia Finding Ma behind the scenes video still
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.

Vogue Arabia Finding Ma film still with city movement
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.

What Our Clients Are Saying

Green water texture with a swimmer from above
Victoire Pozzo Di Borgo
Marketing & Communication Director, Bulgari

“Extremely proud to unveil our Ramadan campaign, Journeys of Ramadan, a tribute to art, identity and reflection. The results of many months of hard work across teams. From the region with my beautiful team Nathaly Khoury, Anjali Pandrangi to Central team in Rome with Laura Prota, Biagio Fontana, Sofia Bodoriga, Damien Kang, Dan Wu Elena Mancini under the incredible artistic direction of Toufic Araman and ASTUDIO.”

Pink handbag displayed on a shelf
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.”

Green water texture with a swimmer from above
Victoire Pozzo Di Borgo
Marketing & Communication Director, Bulgari

“Extremely proud to unveil our Ramadan campaign, Journeys of Ramadan, a tribute to art, identity and reflection. The results of many months of hard work across teams. From the region with my beautiful team Nathaly Khoury, Anjali Pandrangi to Central team in Rome with Laura Prota, Biagio Fontana, Sofia Bodoriga, Damien Kang, Dan Wu Elena Mancini under the incredible artistic direction of Toufic Araman and ASTUDIO.”

case studies

ETHER BY CLOUD SPACES

See how ASTUDIO built the Ether by Cloud Spaces retail brand, applying strategy and content craft proven in work for Vogue Arabia, Bvlgari and Piaget.

VOGUE ARABIA FINDING MĀ

ASTUDIO produced Finding Mā for Vogue Arabia, a fashion film shot between Dubai and New York using art direction, production and post-production craft.

Experience Oman: Love Summer Again

ASTUDIO created Experience Oman's Love Summer Again campaign with bilingual content, landing pages, media buying and social assets for GCC travellers.

Vyntage Horology

ASTUDIO shaped Vyntage Horology's brand identity, visual language, logo uplift and website UX for the UAE designed, Swiss made luxury watch brand.

Athar Parfums Branding AR

بنت ASTUDIO عالم علامة «أثر» للعطور، هوية مستمدة من التراث الآشوري، تُرجمت إلى نظام كامل للهوية والتغليف.

Cartier Luxury Brand Relationship

ASTUDIO partners with Cartier on fragrance marketing for the Gulf, creative development and seasonal planning grounded in an ongoing relationship.

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.

Jo Malone London A Tale of Fragrances

ASTUDIO produced fragrance film and product content for Jo Malone London's A Tale of Fragrances, cinematic craft built around the house's scent storytelling.

BVLGARI Jannah, a Five-Petal Story

ASTUDIO produced BVLGARI Jannah films for BVLGARI's Jannah Collection, linking Rome and Abu Dhabi with craft led storytelling and a Louvre Abu Dhabi premiere.

Azza Fahmy Real Love

ASTUDIO created Azza Fahmy Jewellery's Real Love campaign for Mother's Day, pairing photography and film with real women, families and heirloom jewellery.

BVLGARI Icons of the Moon 2026

BVLGARI Icons of the Moon 2026 case study with verified reach, paid impressions, Majlis guests, editorial features, LED volume production, and AI plates.

Oxygen Gym Packaging AR

صمّمت ASTUDIO نظام تغليف «أوكسجين»، مجموعة رذاذ ومزيل عرق وماء تواليت بعلبة وقارورة مهندَسة حول الضوء والآلية.

Oxygen Gym Packaging

ASTUDIO designed the Oxygen packaging system, a body-spray, deodorant, and EDP range with an engineered box and bottle built around light and mechanism.

حالة علاقة كارتييه مع أستوديو

تشارك ASTUDIO «كارتييه» في تسويق العطور بالخليج، تطوير إبداعي وتخطيط موسمي قائم على علاقة مستمرة.

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.

Sedra Packaging Transformation

ASTUDIO transformed the Sedra perfume bottle, from the original faceted red flacon to a refined CMF and packaging system across new colorways.

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.

SÉLECT LABEL

ASTUDIO rebranded SÉLECT LABEL with naming, identity, monogram, tone of voice, website SEO and social media for a Kuwait fragrance house and launch.

إم إف دي بي القانونية

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

Piaget Ramadan #TurnLifeOn

See how ASTUDIO produced Piaget's Ramadan #TurnLifeOn jewellery films in AlUla and Dubai, alongside flagship luxury work for Bvlgari and Cartier.

Experience Oman OmanByYou

With the help of ASTUDIO, #OmanByYou was the first social media activation by a tourism board that only used UGC for marketing. Read the full brief here.

RANA MIKDASHI

See how ASTUDIO shaped digital strategy, ecommerce, SEO and social media for Rana Mikdashi, a sculptural jewellery brand based in Dubai, UAE.

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.

حالة جو مالون لندن حكاية عطرية

أنتجت ASTUDIO أفلام ومحتوى منتجات العطور لحملة «حكاية العطور» من «جو مالون لندن»، بحرفية سينمائية مبنية على أسلوب الدار في سرد العطر.

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.

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.

STORE OF THE FUTURE

ASTUDIO produced 340+ fashion content assets for Majid Al Futtaim's Store of the Future at Mall of the Emirates, with fashion work spanning Vogue Arabia.

MANDARIN ORIENTAL EMIRATES PALACE

ASTUDIO created a launch film and six teasers for Mandarin Oriental Emirates Palace, presenting Abu Dhabi's flagship hotel with cinematic production.

Kilian Paris #POWEROFSCENT

Kilian Paris #POWEROFSCENT case study for a confirmed 50 second ASTUDIO fragrance film built around scent memory, home, and emotional connection.

L’AZURDE Nuit Blanche

See how ASTUDIO produced L’azurde Nuit Blanche, a jewellery film with Tbilisi snow, macro jewellery detail, Rolls Royce motion and luxury production craft.

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.

HADARA MAGAZINE

For this project, we were tasked to create synergy across Hadara Magazine’s offline and online presence. Find out how we accomplished that.

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.

Athar Parfums Branding

ASTUDIO built the Athar Parfums brand world, an identity drawn from ancient Assyrian heritage, translated into a full fragrance branding and packaging system.

Sedra Packaging Transformation AR

حوّلت ASTUDIO قارورة عطر «سدرة» من القارورة الحمراء المضلّعة الأصلية إلى نظام ألوان وخامات وتغليف راقٍ.

Mandarin Oriental Social Strategy

ASTUDIO built Mandarin Oriental Jumeira's social strategy for the hotel and restaurants Netsu and Tasca, sharpening bookings, followers and engagement.

Sharjah Events: 2021 Calendar #SeeSharjah

ASTUDIO created Sharjah Events' 2021 Calendar campaign with new web pages, social ideas and a fresh identity for SGMB's year round events platform.

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.

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.

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Louvre Abu Dhabi
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