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Sole DXB calls out to ‘urban culture’ fans, in their language

Watch the film conceptualised by Moloobhoy & Brown.

The next edition of Sole DXB footwear, fashion and lifestyle fair will be hosted on 14 and 15 November in Dubai.

Billed as ‘Dubai’s definitive platform for urban culture’, the annual festival/trade fair provides an alternative platform for brands to launch their latest products and co-host a grassroots event promoting urban culture in the Middle East.

A film to promote the same has been conceptualised by Moloobhoy & Brown.

Through people who ‘stand on what they stand for’, the promo video captures the spirit of urban culture fans and calls out to them, to the event. Young men and women of different colours and races are portrayed comfortable and proud of who they are. They are dressed and accessorised to accentuate their sense of individuality, as a rapper-style narrative delivers the message.

The event will  also feature works by regional and international artists, some of whom will  create large-scale murals as public art installations.


Agency: Moloobhoy & Brown

ECD: Hussain Moloobhoy

Director: Neel Kumar

DOP: Umran Shaikh

Producer: Joshua Cox

Scriptwriter: Jibberish

Music: Miltiadis Kyvernitis

Soundtrack and Audio post-production: Julien Monie