They say under our clothes we are all the same, despite our individuality our clothes itself give us that sense of unity. This is what Max celebrates. Individual togetherness.
Through fashion, Max expresses the perspective on diversity, showing that we all have more in common than we think.
This comes through in our film where we see a diverse range of characters, all rocking their individual styles unapologetically decked out in accessories. As the camera makes its way across the spaces we see each one’s individuality shine through, and we see how a piece of fashion connects each one, giving us an overall sense of belonging.
Credits:
Client: Max Fashion
Max: Haroon Ul Rasheed / Senior Head of Marketing
Sabia Gulati / Marketing Manager
Agency: Saatchi MENA
Production House: Milkshake Media
Director: Lana Sennawy
Camera: Daniel Vignal
Executive Producer: Dev Vaswani
Colour: Belal Hibri
Production: Sandy, Simran, Dhawal, Riyas
Steadicam: Christopher Kechichian, ACO
Style: Marianne Taouk
Makeup: Katie Cousins
Edit & Sound: Moe Awad
