Baroque Film has won the global brief to launch the 2017 collection of Italian sportswear company Freddy.
The upcoming campaign will include film, online videos, print and social media, with the shoot to take place in Dubai over three days. The campaign is expected to break globally in December.
The win represents a major endorsement of Baroque Film, which was launched in September as part of Baroque Worldwide following the acquisition of Milan-based Dress Code Film.
“Freddy originally came to us for the production aspect of the shoot, but we responded with a completely different treatment,” says Ali Mansoor, Baroque’s co-founder and chief executive. “We created a whole new concept and turned what was going to be a simple photo shoot into a campaign that will have global clout.”
Lorenzo Bassano, who heads up Baroque Film and will be directing the shoot, added: “I wanted to reverse the locations and use the desert for images of lifestyle attire and the city for sport, because I believe that in this way – using unexpected backgrounds – we will make the shoot far more original. I also want to merge the beauty of desert landscapes and the colours of its inhabitants with our models and outfits, trying to play with the colours and forms of the new Freddy collection.
My idea is to use the bodies of our models at play with countless graphic lines that make up a modern city like Dubai. Reflections, street signs, mirrors and crystals to create a whole immense intersection of colours and shapes.”
Freddy has 60 stores worldwide, is headquartered in Milan, and is looking to communicate sport, wellness and the art of movement in a positive and bright way. Fabio Bottiroli, the company’s digital marketing manager and marketing co-ordinator, will be in Dubai for the shoot.
Mansoor added: “I’m bringing international projects to Dubai and supporting creative minds in the Middle East, and it’s very much down to our model of being both a creative team and a production company drawing on talent from all across the world.”
Baroque Film is a Dubai-headquartered film and content production company within Baroque Worldwide. It specialises in visual stories that are expertly crafted to ignite emotions and ensure a genuine connection with consumers.