We created a brand film for the launch of Rove Hotels. In the first few days of its release the 30 second edits reached upwards of 500,000 views on YouTube.
There are several versions of the film. Foremost is the 2 minute version shown above, using sound design to enhance the experience. The objective of the films was to capturing the pulse of Dubai. To show an honest take of being a traveller discovering Dubai.
The newly launched hospitality brand is Emaar’s first foray in to the Mid-range hospitality market. It has secured the most interesting, central spots in the city at affordable prices targeting the travellers and adventurers looking for something more than the average tourist. Watch the Rove Brand Film Here.
Last week AirSpace Director Katarina Premfors was working in New York and exhibiting work. Here she is with the PFH team.
We visited Dubai Design District #D3 yesterday which celebrated the near completion of phase 1 of its development. I’d like to see in the coming months how it intends on on being different from other developments like Dubai Media City (DMC) and Tecom. At the opening there were food trucks, a bubble gum factory, pop-up stores celebrating local designers, many creative initiatives and several stages for performances. We saw a great performance from #TalvinSingh among others. The vibe was good and with all these temporary structures providing the energy and buzz, I’d like to see how it will foster and support designers and design businesses once the ‘permanent’ structures of the district are left to there own devices.
By Mark Woodward, Creative Director
Best Website of this week is a weekly round up of the most outstanding website designs that we’ve stumbled upon.
Creation of a photography style, campaign concepts, storyboards and image library projecting the real life of Dubai.
Dubai Tourism approached us to explore different ideas for an image library and photostyle. We worked closely with the marketing team to capture a side of Dubai that was not seen by locals, expats and Gulf tourists and international travellers. We used our in-depth knowledge of the Emirate to seek out and document the city, its people and the life outside of the city. We chose to photograph the destination in a documentary style to portray the subject as naturally as possible. If you’d like to see more of what we shot you can visit Katarina Premfors website. Katarina is a director at AirSpace and responsible for the images and art direction for the Dubai Tourism photostyle.
Last week Katarina and I found ourselves at the Camel Beauty Contest in Al Dhafra, 1 hour from Abu Dhabi. Actually, I was more a tag-along to a well-planned project that Mohamed Somji (Gulf Photo Plus) and Katarina (katarinapremfors.com) had organised. The event has a more official title – Al Dhafra Festival, but we were there for the Camels on Katarina and Mohamed’s personal project. The idea was to shoot one of the winning camels of the Mazayna Al Dhafra (the main competition of the festival). Fact: 25,000 camels take part in the event, with last years winning camel receiving a whooping AED 20-22 million in prize money.
Katarina and Mohamed also shot the event in 2013 both noting the increase in popularity with tourists during this trip. You can view images here. Below are some pics capturing a few moments from the shoot.
Day 1: Celebrations for families of winning camels as Million Street transforms into a busy, crowded highway of people, cars and camels.
This camel was tied to the wrong sign.
Day 2: Early morning setting up equipment and backdrop before the camels entered the arena.
Day 2: Herding the camels for the competition.
Day 2: Early morning camels in the mist.
Day 2: Camel owners choosing the most placid camel for us to photograph.
Katarina and Mohamed are currently working on the actual shots involving the backdrop, so watch this space and we’ll keep you updated.
By Mark Woodward
Photography © 2015 Mark Woodward. All Rights Reserved. Please ask permission before using images.
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