All case studies Food photography and film

Sela

A National Day campaign for Sela, from concept and casting to location and production.

The brief

For Sela, we built a National Day campaign from the ground up. The creative direction, the location and the casting were all ours to propose, each one pulled around the occasion.

How we shot it

The National Day cues stay restrained rather than decorative. Old plastered lanes, a wind tower and the UAE flag set the occasion, and the chocolates sit plainly in a gift box tied with twine and on dark trays. Once Sela signed off on the idea, we delivered it end to end.

Selected work

Narrow lane between old plastered walls, a blue door and a rust-red gate, with palms, pink bougainvillea and a UAE flag

Traditional wind tower with a UAE flag and white Arabic calligraphy, titled Eid Al Etihad, Dec 02

Gift box of chocolates with a cut-out window, tied with twine and held by a man in a white kandura

Dark trays of chocolates: gold-topped squares, chocolate fingers, truffles, fan-shaped biscuits and chocolate slabs

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