TWO THOUSAND ELEVEN TWELVE SHOTS by The Classic Partnership Advertising Dubai for Splash

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TWO THOUSAND ELEVEN TWELVE SHOTS

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Industry Clothing
Media Design & Branding
Market United Arab Emirates
Agency The Classic Partnership Advertising Dubai
Photographer Tejal Patni
Released December 2010

Credits & Description

Category: Calendars
Advertiser: SPLASH
Product/Service: FASHION CALENDAR
Agency: THE CLASSIC PARTNERSHIP ADVERTISING
Date of First Appearance: Dec 20 2010
Entrant Company: THE CLASSIC PARTNERSHIP ADVERTISING, Dubai, UNITED ARAB EMIRATES
Senior Creative Director: Alok Gadkar (The Classic Partnership Advertising)
Chief Creative Officer: John Mani (The Classic Partnership Advertising)
Chief Creative Officer: Vithal Deshmukh (The Classic Partnership Advertising)
Photographer: Tejal Patni (Tejal Patni)
Media placement: Calendar - Mailings - 20 December 2010

Describe the brief from the client
The brief was to create the definitive fashion calendar in the Middle East. The client wanted us to treat fashion as art, worthy of gracing the walls of art galleries and homes alike. We were asked to create a large size Limited Edition version (400 in all) that was to be couriered to fashionistas in the region, top designers and film stars, and CEOs of companies worldwide of whose businesses they are franchisees. A smaller table-top version would then be produced (100,000 in number) that would be gifted to customers who made purchases in their stores of Aed 150+.

Describe the challenges and key objectives
The key challenge was to think of a central theme that would help us to interpret fashion as art across 12 shots. It had to be distinctive and, as befits art, open to different interpretations. It had to be executed to the highest international standards within a set budget, and from briefing to production completed within an extremely tight deadline of 1 month.

Describe how you arrived at the final design
Due to the extremely tight deadline we contacted a top fashion photographer and brainstormed on various themes. We settled on the theme 'Black' and combined influences of films, Tim Burton’s & Federico Fellini’s work and Broadway shows for set inspirations etc. We wanted to achieve a theatrical effect that would interpret various months and seasons in the counter-intuitive colour, black.

Give some indication of how successful the outcome was in the market
The client was so impressed with the end product that he decided to convert the calendar launch into a major event. One image of the calendar was plastered on a giant 100 metre billboard, teaser films on the 'making of' were posted on YouTube and other sites, and an exclusive launch function was hosted at the One & Only Royal Mirage with over 700 fashionistas in attendance. The calendar received rave reviews in numerous publications and blogspots across the region, and the subsequent 100,000 calendars were snapped up by customers within 10 days.