Al Masaood is a leading business group in Abu Dhabi with a rich diversity of interests in the UAE and beyond. The first company to be registered by the Abu Dhabi Chamber of Commerce, Al Masaood partnered with Savilles and The Tribe from Dubai, for creative content.
Azure is an apartment development on the popular Al Reem Island, Abu Dhabi. The building was designed to look and feel more like an upscale hotel in the heart of the Commercial Business District, rather than a traditional apartment block. Al Masaood Developments was also supporting the sales efforts with a competitive low deposit finance plan alongside rent-like monthly payments. The aim was to convert renters into owners at a lower age then the norms. This was a new concept in home ownership in the region. Unlike other property developers in the UAE, the company planned to make investing in property simple by keeping processes transparent and uncomplicated.
The creative campaign was to launch the project to market. I was tasked with providing a full suite of digital content, to support the Advertising launch campaign. This included interiors, architecture, lifestyle and 360 images. The client had set out a very defined scope, mood boards and shot list, which we worked to and delivered and we also had to consider the need for content across numerous marketing channels. My team fully understood this challenge; we ensured images were shot in ways they could be used across websites (landscape) social covers and profiles (wide and shallow) square posts as an optimum format for multi-channel social posting, portrait shape for mobile and Snapchat, as well as very high resolution for outdoor and on-site POS. We worked seamlessly alongside the Creative Director, models, stylists and team to produce eye-catching images that answered the brief perfectly.
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Al Jalila Foundation is a global philanthropic organisation, dedicated to transforming lives through medical education and research.
It was founded by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the United Arab Emirates (UAE) and Ruler of Dubai, to position Dubai and the UAE at the forefront of medical innovation. The centre is named after his daughter, Sheikha Al Jalila.
GHD led a multidisciplinary team to design and develop the headquarters in Dubai Healthcare City. It was crucial to capture dynamism and ambition of Al Jalila in the images.
From the outset, we understood the importance of capturing the innovative elements that were integral to the vision of both brands.
When Nike invited us to work with them to prepare for the opening of the new flagship store in Dubai Mall we were delighted. We were excited to take the opportunity to create images for such an aspirational global brand and to be trusted with their latest landmark project.
The store was due to open imminently and Nike required images which captured the unique features and magnificent grandeur of their mammoth new store. What we delivered needed to demonstrate the carefully crafted design and intricate lighting of the spacious showroom. This included floor-to-ceiling typography and the world’s biggest Nike swoosh, which is illuminated by the Dubai Fountain after sunset.
We worked hand-in-hand with the Nike team from dawn until dusk to deliver the perfect images in the shortest time frame. We understood from the outset that a world-renowned brand such as Nike would require magnificent images to match their amazing new store, and we worked every moment to deliver on that challenge.
Hacker is the world’s leading luxury kitchen manufacturer, producing modern, beautiful kitchens with incredible functionality and design. Innerspace Dubai represents Hacker in the UAE, and is a true German home specialist, dedicated to creating beautiful, functional and timeless spaces.
Our long-standing relationship with Innerspace has seen us produce countless portfolios of these beautiful spaces, with the resulting images used across their marketing mix: PR, advertising and digital media. This has ultimately led to increased footfall into their showrooms.
Accor Hotels is the largest hotel group in the world outside the United States. Headquartered in Paris, the multinational group owns, manages and franchises hotels, resorts and vacation properties in over 100 countries.
The brand has more than 4,200 properties in its portfolio with 250,000 employees worldwide. It comprises luxury brands such as Raffles, Fairmont, Sofitel, Novotel and Pullman.
Previously, Alex has photographed Accor Hotels properties for Fairmont, Swisshotel and Sofitel. It was wonderful to add the Rixos property to this portfolio.
Boasting its own private beach, Rixos Premium Saadiyat Island Abu Dhabi is located 3.7 kilometres from Louvre Abu Dhabi. It has 378 guest rooms and villas, along with an onsite spa, fitness centre and wave pool.
Although there was the challenge of an unfinished property, Alex found the Rixos Premium a true joy to shoot. The location on Saadiyat Island is magnificent and the property itself is truly stunning. Working with the global brand manager, who had flown in from Paris to oversee the shooting, was fantastic, as we could really nail the branding for each image.
Alex photographed all areas on the property, including:
Apple is an American technology company known all over the world. It is the largest and most valuable tech company in the world.
Previously Alex has created images for Apple when the Dubai Mall flagship store opened, and when Chief Executive Tim Cook visited Dubai, Alex was the only trusted photographer by the brand executives. Subsequently, Tim Cook tweeted these images to his 13 million followers.
Apple’s director of fitness technologies, Jay Blahnik, came to the UAE to host a series of private demonstrations of the new products to media and influencers within the country
We were invited to document the products in use at the Address Boulevard in Downtown Dubai, the first hotel in the UAE to support the GymKit equipment. Alex and the team worked alongside Apple’s representatives to quickly create a range of striking images for use in showcasing the new technology to consumers in the UAE and around the world
We have a long working relationship with Khansaheb and being trusted by one of the biggest and most renowned businesses in the UAE is an achievement that we don’t take lightly.
Khansaheb projects range from malls, hotels and roads and we are proud to be capturing great images of these incredible projects.
We were tasked with creating images of the new Doubletree Hilton hotel in Business Bay, a modern icon designed by DWP.
We worked smoothly and steadily through the detailed shot list, keeping quality at an optimum throughout.
The building, based on a traditional Arabic Oud, with rooms looking out to the Burj Khalifa, is set to be another important landmark of Downtown Dubai.
Meraas is a Dubai-based holding company working across real estate, tourism, hospitality, healthcare, technology, retail, F&B, leisure and entertainment. Meraas is committed to creating a better city for people to live, work, and visit and they are creating a new urban culture across the UAE.
Valiant Clinic is a premium outpatient clinic offering world-class diagnostic and wellness services in Citywalk Dubai.
Meraas invited us to photograph this exceptional clinic whilst still finishing construction. As a flagship destination, images were needed for the marketing suite, from portraits to interiors and lifestyle.