BAROQUE FILM SHOOTS IN DUBAI FOR FREDDY
FASHION PROJECT COMES TWO MONTHS AFTER PURCHASE OF I TALY’S DRESS CODE
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.