City Centre Malls

Tell your own story

Write your own life. Express it with style.

Brief

City Centre Malls, the MENA’s equivalent of Westfield in Australia and the UK, wanted a multi-channel campaign to promote their range of fashion retailers for the upcoming Spring/Summer season. Something beyond a standard fashion campaign and one that put the people of Dubai at the heart of it.

Idea

With the help of renowned New York street fashion photographer Scott Schuman – AKA The Sartorialist, we created a campaign that celebrated the individuality of the people of Dubai as well as their unique style. ‘Tell your own story’ is a multi-stage campaign where we first find and capture real people of the city through candid street fashion photography. The second phase will consist of a documentary-style series where we hear the stories of these people, as told by themselves, giving us an intimate peek into who they are, what they do and why they do it, all told through their own unique style.