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
“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.”
“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.”
“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.”
“Working with ASTUDIO has been an absolute game-changer for our business. Their social media services have helped us reach a much wider audience and their digital marketing strategies have significantly boosted our online presence. We couldn’t be happier with the results! Thank you, ASTUDIO, for your exceptional work!”
“We are truly grateful to the ASTUDIO team for their exceptional support throughout this project. Their willingness to step in on short notice and their unwavering dedication made all the difference. We’re eagerly looking forward to our next opportunity to create something extraordinary together!”
“ASTUDIO’s social media services have been instrumental in building our brand’s online reputation. Their creative content and strategic approach have captured our target audience’s attention and generated significant leads. We are thrilled with the outcome and look forward to continuing our partnership with ASTUDIO!”
“I applaud ASTUDIO’s exceptional work. Their creative brilliance, attention to detail, and strategic execution of the Kilian Perfume campaign left me impressed. ASTUDIO is the perfect partner for anyone seeking remarkable results.”
“ASTUDIO for me, is synonymous of high quality, passion and commitment for productions that contributed to our brand’s magic in the region. The talent of ASTUDIO is to transform a brief into a compelling story, full of emotions. I collaborated with them on several projects and they keep surprising me by their ability to innovate each time.”
“We have been working with ASTUDIO for several years where they have contributed a lot to our brand positioning across various celebrity and corporate campaigns through always providing high quality and engaging content for us with a 360 brand approach. The team are amazing and are a great strategic partner for us!”
“ASTUDIO is a professional company with a flexible and collaborative approach. The quality and creativity of our launch campaign were amazing and they delivered our vision perfectly. This is the start of a great partnership and we couldn’t ask for a better team to work with.”
“Our business relation with Astudio is 10 years now, we have started with them on photography project and throughout the years we have felt their seriousness in treating their business, strategic and quality of input they added to the projects and our team, All resulting in expanding this mutual partnership to bigger projects. Despite their head office & studio is based in Dubai, we haven’t felt any shortage in the logistics required to close the required successfully. Keep it up”
“We have been working with ASTUDIO for a number of years, they always have been able to provide creative, innovative and exciting ideas. They are a great team to work with and have always gone above and beyond, we couldn’t recommend them more.”
“We have worked with ASTUDIO on a number of different projects and they have always exceeded our expectations in creating a whole new prospective of ideas that are innovative, creative and authentic. Adding to this, the commitments they keep to makes me recommend them in every step we take moving forward with our future projects.”
“ASTUDIO is my go to studio, their work is impeccable, the team is brilliant and so easy to work with. Their attention to detail, creativity, flexibility and delivery is unrivaled. We’ve worked together on location and in studio and the results are always incredible”
“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.”
“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.”
“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.”
“Working with ASTUDIO has been an absolute game-changer for our business. Their social media services have helped us reach a much wider audience and their digital marketing strategies have significantly boosted our online presence. We couldn’t be happier with the results! Thank you, ASTUDIO, for your exceptional work!”
“We are truly grateful to the ASTUDIO team for their exceptional support throughout this project. Their willingness to step in on short notice and their unwavering dedication made all the difference. We’re eagerly looking forward to our next opportunity to create something extraordinary together!”
“ASTUDIO’s social media services have been instrumental in building our brand’s online reputation. Their creative content and strategic approach have captured our target audience’s attention and generated significant leads. We are thrilled with the outcome and look forward to continuing our partnership with ASTUDIO!”
“I applaud ASTUDIO’s exceptional work. Their creative brilliance, attention to detail, and strategic execution of the Kilian Perfume campaign left me impressed. ASTUDIO is the perfect partner for anyone seeking remarkable results.”
“ASTUDIO for me, is synonymous of high quality, passion and commitment for productions that contributed to our brand’s magic in the region. The talent of ASTUDIO is to transform a brief into a compelling story, full of emotions. I collaborated with them on several projects and they keep surprising me by their ability to innovate each time.”
“We have been working with ASTUDIO for several years where they have contributed a lot to our brand positioning across various celebrity and corporate campaigns through always providing high quality and engaging content for us with a 360 brand approach. The team are amazing and are a great strategic partner for us!”
“ASTUDIO is a professional company with a flexible and collaborative approach. The quality and creativity of our launch campaign were amazing and they delivered our vision perfectly. This is the start of a great partnership and we couldn’t ask for a better team to work with.”
“Our business relation with Astudio is 10 years now, we have started with them on photography project and throughout the years we have felt their seriousness in treating their business, strategic and quality of input they added to the projects and our team, All resulting in expanding this mutual partnership to bigger projects. Despite their head office & studio is based in Dubai, we haven’t felt any shortage in the logistics required to close the required successfully. Keep it up”
“We have been working with ASTUDIO for a number of years, they always have been able to provide creative, innovative and exciting ideas. They are a great team to work with and have always gone above and beyond, we couldn’t recommend them more.”
“We have worked with ASTUDIO on a number of different projects and they have always exceeded our expectations in creating a whole new prospective of ideas that are innovative, creative and authentic. Adding to this, the commitments they keep to makes me recommend them in every step we take moving forward with our future projects.”
“ASTUDIO is my go to studio, their work is impeccable, the team is brilliant and so easy to work with. Their attention to detail, creativity, flexibility and delivery is unrivaled. We’ve worked together on location and in studio and the results are always incredible”
case studies
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.
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.
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.
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.
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.
Oxygen Gym Packaging AR
صمّمت ASTUDIO نظام تغليف «أوكسجين»، مجموعة رذاذ ومزيل عرق وماء تواليت بعلبة وقارورة مهندَسة حول الضوء والآلية.
Athar Parfums Branding AR
بنت ASTUDIO عالم علامة «أثر» للعطور، هوية مستمدة من التراث الآشوري، تُرجمت إلى نظام كامل للهوية والتغليف.
Kilian Paris #POWEROFSCENT
Kilian Paris #POWEROFSCENT case study for a confirmed 50 second ASTUDIO fragrance film built around scent memory, home, and emotional connection.
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.
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.
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.
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.
Cartier Luxury Brand Relationship
ASTUDIO partners with Cartier on fragrance marketing for the Gulf, creative development and seasonal planning grounded in an ongoing relationship.
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.
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.
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 AR
حوّلت ASTUDIO قارورة عطر «سدرة» من القارورة الحمراء المضلّعة الأصلية إلى نظام ألوان وخامات وتغليف راقٍ.
حالة علاقة كارتييه مع أستوديو
تشارك ASTUDIO «كارتييه» في تسويق العطور بالخليج، تطوير إبداعي وتخطيط موسمي قائم على علاقة مستمرة.
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.
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.
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.
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.
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.
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.
إم إف دي بي القانونية
ASTUDIO redefined MFDP's brand, developing contemporary design based on insights about the legal industry.
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.
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.
RANA MIKDASHI
See how ASTUDIO shaped digital strategy, ecommerce, SEO and social media for Rana Mikdashi, a sculptural jewellery brand based in Dubai, UAE.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.
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
from new york to Saudi Arabia our work travels
14
Countries
4
Continents