Splash explores the medium of 30 seconds films with its campaign launch

Welcoming the new season Spring Summer 2011 in more than one way Splash marks yet another significant leap in its brand history. Pushing the envelope a bit further on its Eye on Design philosophy Splash takes to the streets of Dubai for its SS’11 campaign exploring Voyeurism in Fashion.

The new stylishly dramatic campaign has images of the models, dressed in creations from the SS’11 collection which finds influences from various resorts. The concept of the campaign revolves around the subject being caught unaware on CCTV in various locations looking very much the object of attention and style. The shots bring forward an essence of style reflected in everyday life along with highlighting fashion trends for the season. Shot by famed photographer Tejal Patni the final 8 mood boards will see the two international models exploring fashion and its influences in various outdoor locations thus bringing alive the attitude of SS’11.

Speaking on the conceptualization of the campaign, Mr. Raza Beig, CEO, Splash said, “We are definitely excited and proud on the launch of our SS’11 campaign which explores candid fashion moments. With every season we push our own boundaries and yet again this time at Splash we have explored striking outdoor locations contrasted with key looks from SS’11. The campaign with its fresh perspective is a memorable reinforcement of the brand’s ‘Eye on Design’ philosophy.

Over the years fashion has translated into everyday life with consumers choosing to stay stylish and dress on trend on a daily basis. This everyday fashion gets reflected in our campaign with a definite focus on location,” further added Mr. Beig.

Creative brain-storming sessions also led to the brand documenting the entire campaign via an AV mode from which yet again for the first time three 30 second films will be extracted and played exclusively in cinemas and across Splash stores starting January 2011. The films will be edited in the form of a TVC reflecting the season’s inspirations married with the campaign.

Snapshots of CCTV footage with blurred images will be the binding thread in all campaign shots across the region in all outdoor and print ads and also at the store level.

So this Spring Summer explore outdoor with Splash and choose your favorite picks from a collection of utterly desirable trends and enjoy the taste of fresh fashion.

Splash, a leading high street fashion retailer in the Middle East is part of the Dubai-based Landmark Group. Headquartered in Dubai, UAE, Splash started with just one store in Sharjah in 1993 and has since built a strong retail footprint of over 100 Splash stores and 50 branded boutiques across 10 countries.

Known for its extremely competitive value and up to date mapping of global trends, Splash has carved a niche for itself as one of the most successful local players in the Middle East's high-street fashion category. The core philosophy that drives Splash, and the dynamic team that makes the brand, is that youth is nothing but a frame of mind. Splash showcases popular collections for men, women and teens with a wide offering of fashion apparel and accessories to suit its customer’s every lifestyle need.