Project : Unveiling Dusoul - A Fusion of Dubai Soul and Affordable Jewellery
Client: Dhamani Jewelers
Brand: Dusoul
Genre: Jewellery
Campaign: Launch Campaign Photoshoot
Agency: Tonnit Design
Photography and Production: Nasir Rauf
Location: Light House Studio, Dubai
Brand: Dusoul
Genre: Jewellery
Campaign: Launch Campaign Photoshoot
Agency: Tonnit Design
Photography and Production: Nasir Rauf
Location: Light House Studio, Dubai
The Challenge:
The challenge was monumental - to launch Dusoul, a new line of affordable and lightweight daily wear jewellery from the renowned Dhamani Jewelers. Dusoul, a fusion of "Du" from Dubai and "Soul," aimed to embody the essence of Dubai's iconic places, creating a compelling narrative within each piece. However, this vision came with a formidable challenge. Shooting jewelry outdoors, in the scorching heat of Dubai, amid various iconic locations, brought logistical challenges and high production costs, including permits and more.
The challenge was monumental - to launch Dusoul, a new line of affordable and lightweight daily wear jewellery from the renowned Dhamani Jewelers. Dusoul, a fusion of "Du" from Dubai and "Soul," aimed to embody the essence of Dubai's iconic places, creating a compelling narrative within each piece. However, this vision came with a formidable challenge. Shooting jewelry outdoors, in the scorching heat of Dubai, amid various iconic locations, brought logistical challenges and high production costs, including permits and more.
Why Nasir Rauf? - A Multi-Dimensional Talent:
For a project of this scale, Nasir Rauf's multifaceted skills were paramount. His advertising background, production expertise, meticulous attention to detail in product photography, and a unique fashion-oriented approach to photography made him the ideal choice. Moreover, his wizardry with lighting added an extra layer of magic, especially crucial when capturing reflective jewelry.
For a project of this scale, Nasir Rauf's multifaceted skills were paramount. His advertising background, production expertise, meticulous attention to detail in product photography, and a unique fashion-oriented approach to photography made him the ideal choice. Moreover, his wizardry with lighting added an extra layer of magic, especially crucial when capturing reflective jewelry.
The Innovative Solution:
Nasir Rauf devised an ingenious solution to overcome the challenges. The shoot was conducted in a controlled studio environment, slashing production time and costs. In post-production, he masterfully inserted the iconic Dubai buildings as backgrounds, including the Burj Al Arab, Burj Khalifa, and the Dubai Frame. The set was intelligently designed on a budget, while Nasir's mastery of lighting techniques created the illusion of outdoor sunlight, infusing life into the shoot.
Nasir Rauf devised an ingenious solution to overcome the challenges. The shoot was conducted in a controlled studio environment, slashing production time and costs. In post-production, he masterfully inserted the iconic Dubai buildings as backgrounds, including the Burj Al Arab, Burj Khalifa, and the Dubai Frame. The set was intelligently designed on a budget, while Nasir's mastery of lighting techniques created the illusion of outdoor sunlight, infusing life into the shoot.
Jewellery Expertise:
Nasir's deep understanding of jewellery photography, honed over years of experience, set him apart. His nuanced approach to showcasing jewelry's intricate details was second to none, positioning him as an expert in this genre.
Nasir's deep understanding of jewellery photography, honed over years of experience, set him apart. His nuanced approach to showcasing jewelry's intricate details was second to none, positioning him as an expert in this genre.
A Master of Many Genres:
What makes Nasir truly exceptional is his mastery of numerous photography genres, courtesy of his background in the advertising industry. From fashion to lifestyle, beauty to product photography, Nasir Rauf excels across the spectrum. His proficiency extends to outdoor, indoor, and studio settings. His diverse background, including a master's degree in fine arts, experience as an art director, expertise in furniture and interior design, and teaching as a fashion designer, has enriched his photographic skills.
What makes Nasir truly exceptional is his mastery of numerous photography genres, courtesy of his background in the advertising industry. From fashion to lifestyle, beauty to product photography, Nasir Rauf excels across the spectrum. His proficiency extends to outdoor, indoor, and studio settings. His diverse background, including a master's degree in fine arts, experience as an art director, expertise in furniture and interior design, and teaching as a fashion designer, has enriched his photographic skills.
The Successful Launch:
For the Dusoul launch, Nasir's meticulous approach extended to casting three models, each targeting a specific audience - Arab, Mediterranean, and European markets. His final selection emerged from a rigorous casting of 30 models. The launch was an outstanding success, with campaign images widely disseminated across various media channels, including outdoor, print, social media, and in-store displays. Astonishingly, these images continue to grace the Dusoul stores in Dubai, testament to the longevity and impact of Nasir Rauf's work, which still captures the essence of Dusoul six years on.
For the Dusoul launch, Nasir's meticulous approach extended to casting three models, each targeting a specific audience - Arab, Mediterranean, and European markets. His final selection emerged from a rigorous casting of 30 models. The launch was an outstanding success, with campaign images widely disseminated across various media channels, including outdoor, print, social media, and in-store displays. Astonishingly, these images continue to grace the Dusoul stores in Dubai, testament to the longevity and impact of Nasir Rauf's work, which still captures the essence of Dusoul six years on.
