>JAUNE fall winter behind the scenes

You've been wondering what happened since the last time I was here? Well... Fall happened! And with it the busy schedules, winter campaigns, shop windows... But it gives me nice things to share, like what we shot for JAUNE. 
Aviation and jet travel was the theme and we were lucky to shoot in two great locations: MEA training center & conference center, as well as Cedar Jet.
Watch the full video for more:

Painting the Roofs of Paris in JAUNE !

Thrilled to share with you our latest work for JAUNE, the Lebanese Men's Style brand!

"Les Toits de Paris" campaign was done as a guerilla-shooting in Paris and would not have been possible without the flexibility of the small (but GREAT) team: Jonathan Caillat as main model & producer, Imad El Khoury as photographer & videographer, myself as art director & film director, backed up of course by the JAUNE style & production team represented by their manager Joe Daher who was so cool he did not even mind ironing the outfits ;-)
Hats off also to Daniel Baradie as well who always does wonders with our rushes...

I leave you with my favorite images from the lookbook:

If you like the clothes, they are available in all JAUNE shops!

"On the road" fashion editorial ~ RJ sneak peek

You've read the book, or at least seen the movie...

If I ever want to travel through the US, it is merely for a road trip on the Mystic Iconic Route 66, but only as Jack Kerouac described it. Maybe because this time is long gone, or was never real... maybe because it only exits in our imagination and in the poems of the Beat Generation.

Here's our Kerouac inspired shoot, on a route you all know, in a valley not so far from here...
Enjoy!

Thanks again to all the RJ team & to Imad El Khoury, this editorial was shot in difficult conditions.

> TOKYO FEVER : RJ new catalogue blossoming soon

I cannot hold back anymore, i have to share this with you...
The new RJ catalogue is an ode to Tokyo, its manga culture, its smashing color palettes and its vibrant lifestyle!

Kawaii, isn't it?

> From one season to the other: RJ minimag

This post means that I took too much weeks off from blogging, and I'm here to fix that!
I've got a lot to show you and will try to do that at least once very week.
Let's start with the new RJ catalogue for which I worked on the concept and art direction:

Warm colors, lots of blue, black and navy denim, as well as a lovely sweater collection...

Shot at Imad El Khoury Studio, Bouyouti & the Shouf Cedar Reserve.

Full Catalogue here:

> Fashionably late, RJ mini mag

Yep, was late to share this but have to have it here!
This SS 2014 season was very light and sporty, hence the tennis & pool backgrounds...

 

Creative direction: Maya Metni | Styling: Julien Abboud | Photography: Imad Khoury

 You can check the whole mag here:

> SneakPeek: BOOKS & MEN RJmag11 published next week

Men who read are sexier.
Books are sensual.
And wandering in the worlds of fictional characters is definitely our kick!
Have a wee look at RJmag 11, inspired by Oscar Wilde, Sherlock Holmes, intrepid Lebanese publishers, old friends and old books...

Concept & creative direction: Maya Metni, Photography: Imad El Khoury, Styling: Julien Abboud, add to that the wonderful work of all the RJ power team.

More here.

> Fresh & sunny, from the RJ archive

I bumped into these today ;-)
They were from the time I didn't have a blog, a twitter account, pinterest and the likes but I decided they were worth sharing. Photos by Roland Poux, styling by Bernard Martinez, art direction, design  & doodles by myself...

> 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!!!

> Pages from RJmag 10, published next week

This season we decided to stay home for summer and shoot right here in our beautiful neighborhood, Mar Mkhayel. Did you know it's one of the prettiest corners of Beirut?
We started at the charming Villa Clara hotel, then we moved to Frosty Palace, and after that, off to the magnificent stairs by Paint Up!

The second day we shot the swimwear at the sandy beach of Okaibeh, with a section about all the hand signs in Beach Volleyball...

And if you feel like a sneak peek at the making of, here you go:



And read the whole mag here: