Tribe of 6, a Dubai based Al Shaya fashion brand, wanted to create a visually striking launch campaign for their first collection. They envisioned to feature six unique talents as a tribute to their six brand pillars and showcase their values of sustainability, community and inclusivity. The aim was to reach fashion-conscious individuals from Gen Z to Gen X who prioritize sustainability and inclusivity. The brand story aims to inspire a sense of belonging in an inclusive community.

Our idea for the video was centered around a transparent box, which we used as a modern and clean alternative to a traditional enclosed setting. The see-through box represents a welcoming and inclusive approach, allowing the audience to look in and feel like they are a part of the action.We casted six strong and diverse dancers to represent the brand's inclusivity values. To bring our vision to life, we custom built a large box-like stage with enough space for our talented dancers to move freely and confidently. We also installed neon lights to create different lighting effects and settings, showcasing the collection in a

The choreography, camerawork, and editing approach reinforced the tribal message we wanted to convey. We used dynamic angles, constantly moving subjects, and interconnecting scenes to create a high-energy and engaging video. The result is a visual representation of Tribe of 6’s brand values and a celebration of inclusivity and togetherness.

The video has spread widely across social media, and has also been played in pop up stores in malls, where it stood out for its advocacy of sustainability and inclusivity. Tribe of 6 has made a strong statement about its commitment to ethical and eco-friendly fashion, and has gained considerable attention and support as a result.