A year of creative direction giving one voice to more than forty brands under one roof.
(Scroll)They had the audience. They needed a voice that held it together.
Morocco Mall is the largest shopping destination in Africa, and it already had what most brands want: footfall, a landmark building, and the AKSAL Group portfolio behind it, from retail and lifestyle to the luxury houses.
They called for campaigns. The brief underneath was harder: make more than forty brands look like one place.
Every house arrives with its own brand book, and none of them bend.
Bottega, Givenchy and Fendi each ship a global identity that cannot be altered. Retail tenants run their own promotional calendars. A mall that simply relays all of it becomes a noticeboard, and a noticeboard has no voice of its own.
So the work was never to unify the houses. It was to build a frame that held whoever stood inside it.
One frame, every brand book.
Photo and video production end to end, from retail and lifestyle brands to AKSAL Luxury, owning the budget and directing a 25-person team.
Each house ships a global brand book that cannot be altered. The frame had to read as Morocco Mall and as Bottega, Givenchy or Fendi at the same time, without breaking either.
Selected work. More than forty brands directed across the year.
A feed that sounds like one place.
Editorial and art direction for the mall's feeds across the year, holding a single voice over a calendar written by a hundred tenants.
One idea, every surface.
Concepts carried across film, print, social and the physical space, so a campaign was recognisable before the logo appeared.
next project.