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We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

We brought Grey Days to a neighbourhood near you, Dubai.

For New Balance, we brought The Neighbourhood فريجنا to life through a community-led takeover moving between Gooder, Workshop DXB and Urartu, blending culture, music, fashion and skate into one connected Grey Days world inside Alserkal Avenue.

From Karak Sounds DJ sets and floral workshops to screen printing and all-day hangs inside Gooder, Alserkal kept moving through Grey Days across both weekends.

Thank you for those that helped bring the vision to life 🩶
Client: @newbalance @newbalancelifestyle
Creative: @_imamena
Photo/Video: @dry.visuals, @lucaspaita, @nassim_benslimane
Production: @lynaaa.kh
Venues: @gooderskateboarding, @theworkshopdxb, @urartu__flowers, @urartu__gallery @crank.uae @drvn.ae
Sound-system: @thekaraksounds @faizalr31 @ben.palace @bymishh

With special thanks to: @maysamfaraj, @oh_my_gosha_1, @ahmadmakary @alserkalavenue

New Balance - Grey Days

🩶

A global ‘original’ moving through Tokyo.

For adidas Originals, Offspring and Mita Sneakers, we captured the adidas Consortium Cup ZX 8000 through Ueno’s layered street energy, where craft, texture and movement gave the collaboration its own rhythm.

A collectable icon framed in motion.

Credits: 🎬

Client:
@adidasoriginals
@offspringhq
@mitasneakers
Creative:
@_imamena
@_imaglobal
Photography:
@earlstanderford
Videography:
@__copsy
Production:
@anattic
@atautline
@mika.ahern
Stylist:
@hiro_2021_stylist_
HMU:
@ryoko_makeup_uk

A global ‘original’ moving through Tokyo.

For adidas Originals, Offspring and Mita Sneakers, we captured the adidas Consortium Cup ZX 8000 through Ueno’s layered street energy, where craft, texture and movement gave the collaboration its own rhythm.

A collectable icon framed in motion.

Credits: 🎬

Client:
@adidasoriginals
@offspringhq
@mitasneakers
Creative:
@_imamena
@_imaglobal
Photography:
@earlstanderford
Videography:
@__copsy
Production:
@anattic
@atautline
@mika.ahern
Stylist:
@hiro_2021_stylist_
HMU:
@ryoko_makeup_uk

A global ‘original’ moving through Tokyo.

For adidas Originals, Offspring and Mita Sneakers, we captured the adidas Consortium Cup ZX 8000 through Ueno’s layered street energy, where craft, texture and movement gave the collaboration its own rhythm.

A collectable icon framed in motion.

Credits: 🎬

Client:
@adidasoriginals
@offspringhq
@mitasneakers
Creative:
@_imamena
@_imaglobal
Photography:
@earlstanderford
Videography:
@__copsy
Production:
@anattic
@atautline
@mika.ahern
Stylist:
@hiro_2021_stylist_
HMU:
@ryoko_makeup_uk

A global ‘original’ moving through Tokyo.

For adidas Originals, Offspring and Mita Sneakers, we captured the adidas Consortium Cup ZX 8000 through Ueno’s layered street energy, where craft, texture and movement gave the collaboration its own rhythm.

A collectable icon framed in motion.

Credits: 🎬

Client:
@adidasoriginals
@offspringhq
@mitasneakers
Creative:
@_imamena
@_imaglobal
Photography:
@earlstanderford
Videography:
@__copsy
Production:
@anattic
@atautline
@mika.ahern
Stylist:
@hiro_2021_stylist_
HMU:
@ryoko_makeup_uk

A global ‘original’ moving through Tokyo.

For adidas Originals, Offspring and Mita Sneakers, we captured the adidas Consortium Cup ZX 8000 through Ueno’s layered street energy, where craft, texture and movement gave the collaboration its own rhythm.

A collectable icon framed in motion.

Credits: 🎬

Client:
@adidasoriginals
@offspringhq
@mitasneakers
Creative:
@_imamena
@_imaglobal
Photography:
@earlstanderford
Videography:
@__copsy
Production:
@anattic
@atautline
@mika.ahern
Stylist:
@hiro_2021_stylist_
HMU:
@ryoko_makeup_uk

A global ‘original’ moving through Tokyo.

For adidas Originals, Offspring and Mita Sneakers, we captured the adidas Consortium Cup ZX 8000 through Ueno’s layered street energy, where craft, texture and movement gave the collaboration its own rhythm.

A collectable icon framed in motion.

Credits: 🎬

Client:
@adidasoriginals
@offspringhq
@mitasneakers
Creative:
@_imamena
@_imaglobal
Photography:
@earlstanderford
Videography:
@__copsy
Production:
@anattic
@atautline
@mika.ahern
Stylist:
@hiro_2021_stylist_
HMU:
@ryoko_makeup_uk

A global ‘original’ moving through Tokyo.

For adidas Originals, Offspring and Mita Sneakers, we captured the adidas Consortium Cup ZX 8000 through Ueno’s layered street energy, where craft, texture and movement gave the collaboration its own rhythm.

A collectable icon framed in motion.

Credits: 🎬

Client:
@adidasoriginals
@offspringhq
@mitasneakers
Creative:
@_imamena
@_imaglobal
Photography:
@earlstanderford
Videography:
@__copsy
Production:
@anattic
@atautline
@mika.ahern
Stylist:
@hiro_2021_stylist_
HMU:
@ryoko_makeup_uk

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

Light Your Path. On Jebel Jais.

We partnered with GMG x Columbia to bring their Ramadan campaign to life, creating the first illuminated night trail in the Middle East, set on the highest peak in the UAE, 1,770 metres above sea level. Not the easiest place to build something like this, which was kind of the point.

A guided climb from trailhead to summit, shaped by movement, reflection, and shared experience.

A new high point for outdoor culture in the region ⛰️

Client: @columbiasportswear_me @columbia1938 @gmgvoice
Creative: @imamena
Hike Lead: @tarek_zeidan
Photography: @nathangevans @nino.consorte
Videography: @dry.visuals @lucaspaita @nassim_benslimane @karimkhater @haiderayoub
@frndz.studio
Voiceover: @swiishyyy
Production: @onnaproduction

MOVE by Fabletics.

We partnered with Fabletics to launch into the UAE with a creator-led moment at the iconic Padel Spot in Al Quoz. Matcha flowing, community moving, and energy high from the first serve to the last sip.

This wasn’t just a launch. It was the start of movement.

Client: @fabletics @fableticsmena
@gmgvoice
Creative: @imamena
Photography: @dry.visuals @nassim_benslimane @frndz.studio
Production: @lynaaa.kh
📍@matchadxb 🍵

MOVE by Fabletics.

We partnered with Fabletics to launch into the UAE with a creator-led moment at the iconic Padel Spot in Al Quoz. Matcha flowing, community moving, and energy high from the first serve to the last sip.

This wasn’t just a launch. It was the start of movement.

Client: @fabletics @fableticsmena
@gmgvoice
Creative: @imamena
Photography: @dry.visuals @nassim_benslimane @frndz.studio
Production: @lynaaa.kh
📍@matchadxb 🍵

MOVE by Fabletics.

We partnered with Fabletics to launch into the UAE with a creator-led moment at the iconic Padel Spot in Al Quoz. Matcha flowing, community moving, and energy high from the first serve to the last sip.

This wasn’t just a launch. It was the start of movement.

Client: @fabletics @fableticsmena
@gmgvoice
Creative: @imamena
Photography: @dry.visuals @nassim_benslimane @frndz.studio
Production: @lynaaa.kh
📍@matchadxb 🍵

MOVE by Fabletics.

We partnered with Fabletics to launch into the UAE with a creator-led moment at the iconic Padel Spot in Al Quoz. Matcha flowing, community moving, and energy high from the first serve to the last sip.

This wasn’t just a launch. It was the start of movement.

Client: @fabletics @fableticsmena
@gmgvoice
Creative: @imamena
Photography: @dry.visuals @nassim_benslimane @frndz.studio
Production: @lynaaa.kh
📍@matchadxb 🍵

MOVE by Fabletics.

We partnered with Fabletics to launch into the UAE with a creator-led moment at the iconic Padel Spot in Al Quoz. Matcha flowing, community moving, and energy high from the first serve to the last sip.

This wasn’t just a launch. It was the start of movement.

Client: @fabletics @fableticsmena
@gmgvoice
Creative: @imamena
Photography: @dry.visuals @nassim_benslimane @frndz.studio
Production: @lynaaa.kh
📍@matchadxb 🍵

MOVE by Fabletics.

We partnered with Fabletics to launch into the UAE with a creator-led moment at the iconic Padel Spot in Al Quoz. Matcha flowing, community moving, and energy high from the first serve to the last sip.

This wasn’t just a launch. It was the start of movement.

Client: @fabletics @fableticsmena
@gmgvoice
Creative: @imamena
Photography: @dry.visuals @nassim_benslimane @frndz.studio
Production: @lynaaa.kh
📍@matchadxb 🍵

MOVE by Fabletics.

We partnered with Fabletics to launch into the UAE with a creator-led moment at the iconic Padel Spot in Al Quoz. Matcha flowing, community moving, and energy high from the first serve to the last sip.

This wasn’t just a launch. It was the start of movement.

Client: @fabletics @fableticsmena
@gmgvoice
Creative: @imamena
Photography: @dry.visuals @nassim_benslimane @frndz.studio
Production: @lynaaa.kh
📍@matchadxb 🍵

MOVE by Fabletics.

We partnered with Fabletics to launch into the UAE with a creator-led moment at the iconic Padel Spot in Al Quoz. Matcha flowing, community moving, and energy high from the first serve to the last sip.

This wasn’t just a launch. It was the start of movement.

Client: @fabletics @fableticsmena
@gmgvoice
Creative: @imamena
Photography: @dry.visuals @nassim_benslimane @frndz.studio
Production: @lynaaa.kh
📍@matchadxb 🍵

JD different after dark 🌙

We partnered with JD Sports to bring their global energy into the region, capturing the spirit of nights that only really start after dark. Movement, connection, and culture at the centre of it all.

This wasn’t about importing a look. It was about finding JD’s voice here. Rooted in local rhythm, built for a new generation shaping what comes next.

Client: @jdsportsme @gmgvoice @jdsports
Creative: @imamena
Photography: @dry.visuals @lucaspaita @nassim_benslimane @frndz.studio
Gaffer: @janko.me
Model: @khaloof3, @salima.oui, @_.eso,
@jamalmuchongwe, Victoria, Kareem
Makeup: @justceyg
Styling: @ben.palace
Production: @lynaaa.kh
📍@findsalt ☕️

Thank you for the teams that helped us bring this to life! 🌙

JD different after dark 🌙

We partnered with JD Sports to bring their global energy into the region, capturing the spirit of nights that only really start after dark. Movement, connection, and culture at the centre of it all.

This wasn’t about importing a look. It was about finding JD’s voice here. Rooted in local rhythm, built for a new generation shaping what comes next.

Client: @jdsportsme @gmgvoice @jdsports
Creative: @imamena
Photography: @dry.visuals @lucaspaita @nassim_benslimane @frndz.studio
Gaffer: @janko.me
Model: @khaloof3, @salima.oui, @_.eso,
@jamalmuchongwe, Victoria, Kareem
Makeup: @justceyg
Styling: @ben.palace
Production: @lynaaa.kh
📍@findsalt ☕️

Thank you for the teams that helped us bring this to life! 🌙

JD different after dark 🌙

We partnered with JD Sports to bring their global energy into the region, capturing the spirit of nights that only really start after dark. Movement, connection, and culture at the centre of it all.

This wasn’t about importing a look. It was about finding JD’s voice here. Rooted in local rhythm, built for a new generation shaping what comes next.

Client: @jdsportsme @gmgvoice @jdsports
Creative: @imamena
Photography: @dry.visuals @lucaspaita @nassim_benslimane @frndz.studio
Gaffer: @janko.me
Model: @khaloof3, @salima.oui, @_.eso,
@jamalmuchongwe, Victoria, Kareem
Makeup: @justceyg
Styling: @ben.palace
Production: @lynaaa.kh
📍@findsalt ☕️

Thank you for the teams that helped us bring this to life! 🌙

JD different after dark 🌙

We partnered with JD Sports to bring their global energy into the region, capturing the spirit of nights that only really start after dark. Movement, connection, and culture at the centre of it all.

This wasn’t about importing a look. It was about finding JD’s voice here. Rooted in local rhythm, built for a new generation shaping what comes next.

Client: @jdsportsme @gmgvoice @jdsports
Creative: @imamena
Photography: @dry.visuals @lucaspaita @nassim_benslimane @frndz.studio
Gaffer: @janko.me
Model: @khaloof3, @salima.oui, @_.eso,
@jamalmuchongwe, Victoria, Kareem
Makeup: @justceyg
Styling: @ben.palace
Production: @lynaaa.kh
📍@findsalt ☕️

Thank you for the teams that helped us bring this to life! 🌙

JD different after dark 🌙

We partnered with JD Sports to bring their global energy into the region, capturing the spirit of nights that only really start after dark. Movement, connection, and culture at the centre of it all.

This wasn’t about importing a look. It was about finding JD’s voice here. Rooted in local rhythm, built for a new generation shaping what comes next.

Client: @jdsportsme @gmgvoice @jdsports
Creative: @imamena
Photography: @dry.visuals @lucaspaita @nassim_benslimane @frndz.studio
Gaffer: @janko.me
Model: @khaloof3, @salima.oui, @_.eso,
@jamalmuchongwe, Victoria, Kareem
Makeup: @justceyg
Styling: @ben.palace
Production: @lynaaa.kh
📍@findsalt ☕️

Thank you for the teams that helped us bring this to life! 🌙

JD different after dark 🌙

We partnered with JD Sports to bring their global energy into the region, capturing the spirit of nights that only really start after dark. Movement, connection, and culture at the centre of it all.

This wasn’t about importing a look. It was about finding JD’s voice here. Rooted in local rhythm, built for a new generation shaping what comes next.

Client: @jdsportsme @gmgvoice @jdsports
Creative: @imamena
Photography: @dry.visuals @lucaspaita @nassim_benslimane @frndz.studio
Gaffer: @janko.me
Model: @khaloof3, @salima.oui, @_.eso,
@jamalmuchongwe, Victoria, Kareem
Makeup: @justceyg
Styling: @ben.palace
Production: @lynaaa.kh
📍@findsalt ☕️

Thank you for the teams that helped us bring this to life! 🌙

JD different after dark 🌙

We partnered with JD Sports to bring their global energy into the region, capturing the spirit of nights that only really start after dark. Movement, connection, and culture at the centre of it all.

This wasn’t about importing a look. It was about finding JD’s voice here. Rooted in local rhythm, built for a new generation shaping what comes next.

Client: @jdsportsme @gmgvoice @jdsports
Creative: @imamena
Photography: @dry.visuals @lucaspaita @nassim_benslimane @frndz.studio
Gaffer: @janko.me
Model: @khaloof3, @salima.oui, @_.eso,
@jamalmuchongwe, Victoria, Kareem
Makeup: @justceyg
Styling: @ben.palace
Production: @lynaaa.kh
📍@findsalt ☕️

Thank you for the teams that helped us bring this to life! 🌙

JD different after dark 🌙

We partnered with JD Sports to bring their global energy into the region, capturing the spirit of nights that only really start after dark. Movement, connection, and culture at the centre of it all.

This wasn’t about importing a look. It was about finding JD’s voice here. Rooted in local rhythm, built for a new generation shaping what comes next.

Client: @jdsportsme @gmgvoice @jdsports
Creative: @imamena
Photography: @dry.visuals @lucaspaita @nassim_benslimane @frndz.studio
Gaffer: @janko.me
Model: @khaloof3, @salima.oui, @_.eso,
@jamalmuchongwe, Victoria, Kareem
Makeup: @justceyg
Styling: @ben.palace
Production: @lynaaa.kh
📍@findsalt ☕️

Thank you for the teams that helped us bring this to life! 🌙

JD different after dark 🌙

We partnered with JD Sports to bring their global energy into the region, capturing the spirit of nights that only really start after dark. Movement, connection, and culture at the centre of it all.

This wasn’t about importing a look. It was about finding JD’s voice here. Rooted in local rhythm, built for a new generation shaping what comes next.

Client: @jdsportsme @gmgvoice @jdsports
Creative: @imamena
Photography: @dry.visuals @lucaspaita @nassim_benslimane @frndz.studio
Gaffer: @janko.me
Model: @khaloof3, @salima.oui, @_.eso,
@jamalmuchongwe, Victoria, Kareem
Makeup: @justceyg
Styling: @ben.palace
Production: @lynaaa.kh
📍@findsalt ☕️

Thank you for the teams that helped us bring this to life! 🌙

Connect with nature. Connect with yourself.

For the adidas Stella McCartney collection, we translated Dubai’s natural landscape into high-impact launch zones in three adidas stores in Dubai. Drawing from sand dunes, woven textures, and local architectural forms, we crafted environments that encouraged self-connection through calm, organic detail.

@adidasdubai @stellamccartney

Connect with nature. Connect with yourself.

For the adidas Stella McCartney collection, we translated Dubai’s natural landscape into high-impact launch zones in three adidas stores in Dubai. Drawing from sand dunes, woven textures, and local architectural forms, we crafted environments that encouraged self-connection through calm, organic detail.

@adidasdubai @stellamccartney

Connect with nature. Connect with yourself.

For the adidas Stella McCartney collection, we translated Dubai’s natural landscape into high-impact launch zones in three adidas stores in Dubai. Drawing from sand dunes, woven textures, and local architectural forms, we crafted environments that encouraged self-connection through calm, organic detail.

@adidasdubai @stellamccartney

Connect with nature. Connect with yourself.

For the adidas Stella McCartney collection, we translated Dubai’s natural landscape into high-impact launch zones in three adidas stores in Dubai. Drawing from sand dunes, woven textures, and local architectural forms, we crafted environments that encouraged self-connection through calm, organic detail.

@adidasdubai @stellamccartney

Connect with nature. Connect with yourself.

For the adidas Stella McCartney collection, we translated Dubai’s natural landscape into high-impact launch zones in three adidas stores in Dubai. Drawing from sand dunes, woven textures, and local architectural forms, we crafted environments that encouraged self-connection through calm, organic detail.

@adidasdubai @stellamccartney

Connect with nature. Connect with yourself.

For the adidas Stella McCartney collection, we translated Dubai’s natural landscape into high-impact launch zones in three adidas stores in Dubai. Drawing from sand dunes, woven textures, and local architectural forms, we crafted environments that encouraged self-connection through calm, organic detail.

@adidasdubai @stellamccartney

Connect with nature. Connect with yourself.

For the adidas Stella McCartney collection, we translated Dubai’s natural landscape into high-impact launch zones in three adidas stores in Dubai. Drawing from sand dunes, woven textures, and local architectural forms, we crafted environments that encouraged self-connection through calm, organic detail.

@adidasdubai @stellamccartney

For OFFSPRING’s Consortium Cup, we launched the OFFSPRING x adidas Response RS with a heist-inspired campaign and activation that dropped the community straight into the getaway. Classic British heist cues framed the shoe as the prize worth pulling off the job for.

Guests from Manchester, Birmingham, and London were taken to a hidden safe house behind a vinyl storefront, where PVC curtains, a getaway car, CCTV feeds and a heist board immersed them in the aftermath. Custom £1 notes unlocked prizes, curated DJs set the tone, and “Heist Burgers” completed the experience - closing out a fully immersive take on the Response RS reveal.

@adidasoriginals @offspringhq @adidasdubai

For OFFSPRING’s Consortium Cup, we launched the OFFSPRING x adidas Response RS with a heist-inspired campaign and activation that dropped the community straight into the getaway. Classic British heist cues framed the shoe as the prize worth pulling off the job for.

Guests from Manchester, Birmingham, and London were taken to a hidden safe house behind a vinyl storefront, where PVC curtains, a getaway car, CCTV feeds and a heist board immersed them in the aftermath. Custom £1 notes unlocked prizes, curated DJs set the tone, and “Heist Burgers” completed the experience - closing out a fully immersive take on the Response RS reveal.

@adidasoriginals @offspringhq @adidasdubai

For OFFSPRING’s Consortium Cup, we launched the OFFSPRING x adidas Response RS with a heist-inspired campaign and activation that dropped the community straight into the getaway. Classic British heist cues framed the shoe as the prize worth pulling off the job for.

Guests from Manchester, Birmingham, and London were taken to a hidden safe house behind a vinyl storefront, where PVC curtains, a getaway car, CCTV feeds and a heist board immersed them in the aftermath. Custom £1 notes unlocked prizes, curated DJs set the tone, and “Heist Burgers” completed the experience - closing out a fully immersive take on the Response RS reveal.

@adidasoriginals @offspringhq @adidasdubai

For OFFSPRING’s Consortium Cup, we launched the OFFSPRING x adidas Response RS with a heist-inspired campaign and activation that dropped the community straight into the getaway. Classic British heist cues framed the shoe as the prize worth pulling off the job for.

Guests from Manchester, Birmingham, and London were taken to a hidden safe house behind a vinyl storefront, where PVC curtains, a getaway car, CCTV feeds and a heist board immersed them in the aftermath. Custom £1 notes unlocked prizes, curated DJs set the tone, and “Heist Burgers” completed the experience - closing out a fully immersive take on the Response RS reveal.

@adidasoriginals @offspringhq @adidasdubai

For OFFSPRING’s Consortium Cup, we launched the OFFSPRING x adidas Response RS with a heist-inspired campaign and activation that dropped the community straight into the getaway. Classic British heist cues framed the shoe as the prize worth pulling off the job for.

Guests from Manchester, Birmingham, and London were taken to a hidden safe house behind a vinyl storefront, where PVC curtains, a getaway car, CCTV feeds and a heist board immersed them in the aftermath. Custom £1 notes unlocked prizes, curated DJs set the tone, and “Heist Burgers” completed the experience - closing out a fully immersive take on the Response RS reveal.

@adidasoriginals @offspringhq @adidasdubai

For OFFSPRING’s Consortium Cup, we launched the OFFSPRING x adidas Response RS with a heist-inspired campaign and activation that dropped the community straight into the getaway. Classic British heist cues framed the shoe as the prize worth pulling off the job for.

Guests from Manchester, Birmingham, and London were taken to a hidden safe house behind a vinyl storefront, where PVC curtains, a getaway car, CCTV feeds and a heist board immersed them in the aftermath. Custom £1 notes unlocked prizes, curated DJs set the tone, and “Heist Burgers” completed the experience - closing out a fully immersive take on the Response RS reveal.

@adidasoriginals @offspringhq @adidasdubai

We explore the unexpected by pushing creative boundaries.

A new chapter begins.
IMA MENA ⚫️