BAROQUE FILM SHOOTS IN DUBAI FOR FREDDY

FASHION PROJECT COMES TWO MONTHS AF­TER PUR­CHASE OF I TALY’S DRESS CODE

Campaign Middle East - - FRONT PAGE -

Baroque Film, a part of Dubaibased pro­duc­tion com­pany Baroque World­wide, has been ap­pointed to launch Ital­ian sports­wear com­pany Freddy’s 2017 col­lec­tion.

The cam­paign will in­clude film, on­line videos, print and so­cial me­dia, based on a three-day shoot in Dubai. It will be re­leased glob­ally in December.

“Freddy came to us for the pro­duc­tion as­pect of the shoot, but we re­sponded with a com­pletely dif­fer­ent treat­ment,” said Baroque CEO Ali Man­soor. “We cre­ated a whole new con­cept and turned ... a sim­ple photo shoot into a cam­paign that will have global clout.”

Lorenzo Bas­sano, who heads Baroque Film and will di­rect the shoot, said: “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.”

Baroque was launched in Fe­bru­ary 2016 by Man­soor, the for­mer busi­ness ad­viser and ex­ec­u­tive pro­ducer of film at Me­di­aMonks. Then Man­soor told Cam­paign: “Baroque only gets in­volved in cam­paigns that will im­prove peo­ple’s lives by meet­ing real needs and solv­ing real prob­lems.”

Baroque Film was launched in Septem­ber fol­low­ing Baroque World­wide’s ac­qui­si­tion of Mi­lan­based Dress Code Film.

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