2011 Winners & Shortlists

Brief Explanation

The key challenge was to think of a central theme that would help us to interpret fashion as art across 12 shots. It had to be distinctive and as befits art open to different interpretations. It had to be executed to the highest international standards within a set budget and from briefing to production completed within an extremely tight deadline of 1 month.

The Brief

The brief was to create the definitive fashion calendar in the Middle East. The client wanted us to treat fashion as art, worthy of gracing the walls of art galleries and homes alike. We were asked to create a large size Limited Edition version (400 in all) that was to be couriered to fashionistas in the region, top designers and film stars, and CEOs of companies worldwide of whose businesses they are franchisees. A smaller table-top version would then be produced (100,000 in number) that would be gifted to customers who made purchases in their stores of Aed 150+.

How the final design was conceived

Due to the extremely tight deadline we contacted a top fashion photographer and brainstormed on various themes. We settled on the theme 'Black' and combined influences of films,Mr.Tim Burton’s & Federico Fellini’s work & Broadway shows for set inspirations etc. We wanted to achieve a theatrical effect that would interpret various months and seasons in the counter-intuitive colour black.

Indication of how successful the outcome was in the market

The client was so impressed with the end product that he decided to convert the Calendar launch into a major event. One image of the Calendar was plastered on a giant 100 meter Billboard, teaser films on the 'making of' were posted on You Tube and other sites, an exclusive launch function was hosted at the One& Only Royal Mirage with over 700 fashionistas in attendance. The calendar received rave reviews in numerous publications and blogspots across the region and the subsequent 100,000 calendars were snapped up by customers within 10 days.