Pakistani retail and fashion brand, Alkaram Studio has launched its Spring Summer ‘23 collection featuring Maya Ali in a new ad film shot in Sri Lanka.
Conceptualized by their in-house creative team, the campaign’s identity is based on the lyrics of a local pop song from the early 2000s, ‘Aye Mausam’ by Josh The Band. The song’s title translates to ‘season paving its way’ with lyrics singing about the sounds of rivers and birds which is showcased in the communication.
“Alkaram Studio creates fashion which is accessible and affordable to all. Wherever the eyes go we see girls wearing it on all terrains and landscapes. A journey of colors, freshness and happiness,” said Sidra Khan, Marketing Lead at Alkaram Studio
“We just wanted to create something beautiful. A communication style we’ve never delved into and capture the essence of Spring Summer through the beauty of landscapes which Sri Lanka is an ideal homeland to,” said Maha Nasim, Head of Creative at Alkaram Studio.
The ad film video starts with a lake shot, transitioning to the models wearing their outfits at different locations highlighting elements of nature.
The film shifts to a shot of a train as it weaves its way through the mountain jungles of Ella, where the protagonist Maya Ali, highlights the outfit. The ad continues with Maya Ali flaunting different poses by the shore, wearing a blue and white patterned outfit with her dupatta acting as the transitioning element to another model.
The ad shows scenery close to nature, from flower fields, to greenery dominated plains and waterfall plunges where the protagonist adores the mystical scenery,” the brand said in a release. After multiple transitions of outfits and scenery, the ad comes to an end with Maya Ali standing by a white flowered field, by the lake in her orange infused blue sleeveless eastern wear.
“We wanted to create a visually lush tapestry of imagery combining scale with our backdrops, further heightened by the intricate close-ups of the designs and cuts of the ensembles we are shooting,” said Imran Taighoon Shah, Director at Pixel Perfect Films.
Rabia Alvi, Unstitched Collection Brand Manager at Alkaram Studio, added: “Our communication goal was to ensure it encapsulates the true meaning of Spring season, through audio, visuals and an overall feel, all intricately highlighted in outfits the collection comprises. We decided to go with a different approach this time, showcasing Sri Lanka’s mesmerizing topography.”
“Our communication goal was to ensure it encapsulates the true meaning of Spring season, through audio, visuals and an overall feel, all intricately highlighted in outfits the collection comprises. We decided to go with a different approach this time, showcasing Sri Lanka’s mesmerizing topography,” said Rabia Alvi, Unstitched Collection Brand Manager at Alkaram Studio.
“The idea of clubbing a fashion culture to a completely different homeland clearly shows how charming the result can prove to be. An ad like this not only highlights a fashion house’s collection but also gives limelight to the beautiful landscapes of another country. The Spring Summer ‘23 collection of Alkaram Studio aptly resonates with all attributes of the season, one would surely want to experience, at least once in their lifetime,” said Mehvish Waliany, Chief Operating Officer at Alkaram Studio.
Production House: Pixel Perfect Films
Director: Imran Taighoon Shah
DOP: Noor Muhammad Turk
Client: Alkaram Studio
Head of Creative: Maha Nasim
Creative Lead: Sarah Manzar
Marketing Lead: Sidra Khan
Brand Manager: Rabia Alavi