Disturbance in Dubai menswear campaign

JUDGE & JURY

Brief

Manchester based menswear brand Judge & Jury asked us to create and execute a photo and film campaign for their summer menswear collection, to be used in their digital and print marketing communications. Their brand positioning of 'Disturbing The Peace' remained the creative narrative and the goal to engage a young male audience through powerful storytelling that highlighted the brand's denim unique styling, quality and durability.

Approach

In an attempt to outdo the drama of the previous winter campaign shot on Iceland's dramatic coastline, we packed our bags to perform a recce in the Arabian desert…obviously. Limited by the prohibitive filming laws of the UAE authorities we soon realised the shoot was to be a 'run n gun' affair. We prepared ourselves for a tricky but exciting shoot that placed our anti-establishment hero in a harsh environment on his route to find his individuality.

Result

The 'Disturbance In Dubai' campaign sees our denim clad hero, hell bent on escaping the expected, hurtling through the bustling bazaar's of ancient Dubai, eventually finding his way to a harsh desert environment to find freedom. Set to the words of T.E Lawrence and a gritty dubstep soundtrack, the campaign connects with young men through using a raw cinematic style that epitomises the brand's DNA and it's durable denim-led product.

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