SABA Winter 17
— Campaign and Art Direction.

Saba’s heritage is born from a maverick fashion leader who pushed the boundaries of fashion in Australia. Today the iconic brand continues to champion high quality fabrication and design in the high street. For the Winter ’17 campaign, we wanted to define what Saba stands for.

We believe Saba has the established fashion credentials to push the boundaries of styling, encouraging their customers to break the rules, be bold and feel empowered. Developing a unique visual narrative that harked back to the brand DNA and allowing Saba to own their space in the Australian retail landscape.

This season, we celebrated the maverick spirit by styling the campaign for the rebel within, inspiring individuality and a fresh style consciousness. Artful still life pairings were used to highlight product details, celebrating an element of the unexpected, and adding a rich visual layer to executions.