Dubai-based street culture festival Sole DXB has teamedup with internationally – acclaimed artist Hassan Hajjaj to create a film promoting this year’s event.
The campaign by Hajjaj and agency Moloobhoy & Brown will feature a series of ‘vibrant images that embody their shared ethos around art, music, fashion and urban culture’.
Produced by the Moroccan pop artist, photographer and designer at his London studio, ‘Mr Amine Bendriouich’ offers what Sole DXB founder Hussain Moloobhoy described as a “refreshing take on Dubai and the wider Middle East”. So far only the ‘making of’ the video has been released, with the film offering a window into the shooting process and the lifestyle that Sole DXB represents. Bendriouich is a Casablanca and Berlin-based designer and the face of the campaign.
“The idea behind this campaign is to highlight the depth of talent that has stemmed from the Middle East with Hassan and Amine,” said Moloobhoy, who was also the founder of independent design and brand communication studio Moloobhoy & Brown. “It is also to show that the talent from this region is strong enough to stand on its own in cities like London and Berlin.
“We loved Hassan’s work and Amine’s energy and character. Our brief to Hassan was that he needed to be happy with what came out of it and to not treat this as a campaign, but as one of his own works of art. Other than absolutely loving their work and who they are as people, Hassan and Amine represent three very important elements. They hail from this region, their best days are still ahead of them and they are the embodiment of the idea that an artist can work across different media. A photographer can make clothing… a designer can make music videos. Their vision translates across many platforms.”
The Sole DXB annual festival and trade fair is an alternative platform for brands to launch their latest products and co-host a grassroots event promoting urban culture in the Middle East. Details surrounding this year’s festival have yet to be annouced, but it will take place in November.