The brief was to create the definitive fashion calendar in the Middle East. The client wanted us to treat fashion as art, worthy of gracing the walls of art galleries and homes alike. We were asked to create a large size Limited Edition version (400 in all) that was to be couriered to fashionistas in the region, top designers and film stars, and CEOs of companies worldwide of whose businesses they are franchisees. A smaller table-top version would then be produced (100,000 in number) that would be gifted to customers who made purchases in their stores of Aed 150+.

Due to the extremely tight deadline we contacted a top fashion photographer and brainstormed on various themes. We settled on the theme 'Black' and combined influences of films, Tim Burton’s & Federico Fellini’s work and Broadway shows for set inspirations etc. We wanted to achieve a theatrical effect that would interpret various months and seasons in the counter-intuitive colour, black.

The client was so impressed with the end product that he decided to convert the calendar launch into a major event. One image of the calendar was plastered on a giant 100 metre billboard, teaser films on the 'making of' were posted on YouTube and other sites, and an exclusive launch function was hosted at the One & Only Royal Mirage with over 700 fashionistas in attendance. The calendar received rave reviews in numerous publications and blogspots across the region, and the subsequent 100,000 calendars were snapped up by customers within 10 days.