New at GoSee is MERAKI, a production house based in Dubai providing full photography & videography production services across the Middle East. Formed in 2015 by a dynamic team with more than a decade of experience in the industry. MERAKI – which is Greek for 'to do something with soul creativity & love' – offers both local and international clients complete professional photographic & print production services and has worked for clients including Saatchi & Saatchi, Ogilvy, Y&R, MullenLowe, FP7 McCann, Publicis, Havas Worldwide, Procter & Gamble, ... MERAKI is now producing campaigns for CHEVROLET with Common Wealth McCann and ABUDHABI Commercial Bank for Saatchi & Saatchi.
Plus we look forward to welcoming the team from MERAKI as an exhibitor at UPDATE16 on 30 September in Berlin where you will meet the company’s founder and Executive Producer, Hikmat Ghandour, who has worked for several years as a producer in agencies and for agents in Paris, Dubai and Beirut and who knows the requirements of the industry.
Since the metropolis in the Middle East promotes fashion as an important element of growth in retail trade, several exciting labels have been setting up shop in Dubai or having their campaigns produced on location there against breathtaking backdrops between barren landscapes, historical buildings and modern cityscapes with perfect lighting conditions. Dubai is also among the most important cities for shopping worldwide. The team from MERAKI serves as the ideal mediator and partner. The production house is now producing the campaign of the Italian fashion label 100 % CAPRI in Dubai. The motifs were photographed by Mazen Abu Srour, and the Four Seasons Resort Dubai at Jumeirah Beach served as the luxurious location.
Fashion photographer MAZEN ABUSROUR published a fantastic editorial in the print and online issues of DESIGN SCENE. Production was in the hands of new GoSee member MERAKI in Dubai. The renowned photographer regularly publishes spreads with couture collections from Dior, Gucci, Chanel, and Kenzo in magazines such as VOGUE, L’Officiel and ELLE. For his breathtaking IRON WOMAN production, Mazen gave an interview in DESIGN SCENE in which he spoke about his inspiration and how the East is becoming more and more exciting. And GoSee has an appetizer for you...
As an artist, what was a defining moment, something that made you sure you want do what you do now? That moment when I started taking my first few photos and the feedback I received from people was what pushed me and made me believe more in myself. At the end of the day, photography is not a product. It’s a work of creativity that can go beyond imagination, and I felt I could take that to infinite levels. That’s what made me sure it was what I wanted to do.
What do you find most attractive about fashion photography? The ability to translate my imagination into a picture through different personas and stories, that can sometimes go beyond what we are used to seeing on a daily basis.
You work in different markets, from publishing in Europe to Middle East and India, yet you always produce a showstopping fashion image. Middle East and India are considered very conservative, how challenging is getting your message across when working with restrictive clients? It’s quite tough and challenging. There were red lines that we can’t cross in that region, however, there was always a way to go around it safely. Many of images get rejected by magazines for that reason, and I end up using them online only. That was one of the reasons why I became more active in other regions. Dubai is still my base though.
Where do you find inspiration and what is your creative process like? Do you like to have full control or do you incorporate team’s ideas with your own? People inspire me: women, human behavior, what people think and don’t say. All sorts of art inspires me; such as paintings, graphics design, architecture, movies, stories…
It starts by receiving a general idea or a mood-board from the client, in most cases they kinda play it safe, so I add to it to give it an edge, a daring factor, something that would make the viewer pause for a second and think. No one wants to see another ordinary shot of a model posing in an ordinary situation. This is not what my audience is expecting from me. FULL INTERVIEW ON DESIGN SCENE
The unique landscape just outside of Dubai and select locations in the megalopolis served as the setting for the elaborate campaign of DUBAI TOURISM for the Dubai Food Festival 2016 just this March. As the production partner, GoSee member MERAKI was responsible for the smooth production of the motifs – from a picnic in the desert to visiting the kitchens of star chefs. The lifestyle campaign was photographed by Daryl Visscher.
About: Dubai Food Festival is the only truly citywide food festival in the Middle East. Held every year, it celebrates Dubai’s emergence as a gastronomic destination. The festival offers a calendar of exciting food-related events and promotions, highlighting Dubai’s unique food scene, its personalities and its world-class dining experiences. With over 200 nationalities living in Dubai, the Dubai Food Festival reveals the diversity and creativity in our culinary offerings—from gourmet and avant-garde restaurant concepts to local haunts and hidden gems.
The first summer campaign from LEVEL KIDS presents numerous world-famous brands such as Chloe, Fendi, Hugo Boss, Little Marc Jacobs, or Hucklebones. It was photographed by Stefano Azario with support from MERAKI in Dubai.
“This season, the spotlights are on romantic gowns and elegant suits following the mini-me trend. The looks are sophisticated enhancing the precious yet delicate fabrics including lace, organza, silk and linen. The chromatic palette is fresh and aestival, total pure white and touches of gold for the glamorous girls and hues of blues for the dashing boys. The campaign was built around the spontaneous expression of children exploring their own world, capturing precious moments in a playful and captivating environment giving free rein to imagination. It is in a light and joyful atmosphere that Stefano Azario immortalized their joie de vivre and spontaneity whilst highlighting the chic and smart vibe of the collection,” LEVEL KIDS tells us about the campaign.
