Thursday, May 2, 2013

> Born & Raised in Lebanon!

I'm very happy to share with you those latest commercials I created and directed for RECTANGLE JAUNE as they really convey all the dynamism and passion of my funky city, Beirut.
They were filmed with the stop motion technique, each requiring 165 photos for the 15 seconds.
It was very delicate to keep the model at the same place while handing him the clothes to change, and keeping a link in the wardrobe.
The idea was to show the clothing items that RJ created chronologically: in 1988 the shirt and boxer, in 1990 the pants etc... till the swimwear created last season. We are aware that this does not really show, but it was our "fil directeur".
What we wanted to show on the other hand was all the dynamism of this 25 years old brand, and the attachment that the lebanese, locally and abroad, have for it. So we asked the talented Jean-Marie Riachi to compose for us a pop rock variation of our National Anthem, and at the same time, we did not want it to be very obvious. I think he did a great job, don't you?
Once again huge thanks to Imad El Khoury, my super photographer, Julien Abboud my inspiring stylist, and all the RJ & RJmag team: you guys really rock!!!



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