Scarti-Lab | Spring/ Summer 23

The concept of the campaign was to blend raw, unfiltered life moments with meticulously planned shots, creating a unique fusion that captures both spontaneity and intentionality. The entire campaign was shot during the summer of 2023 at a 400-year-old chateau, which added an almost cinematic quality to the visuals. The chateau’s rich history and timeless beauty provided the perfect backdrop, making each frame feel like a scene from a movie.

Concept & Direction - Ibrahim Ushafath

Cinematography & Post-Production - Ali Assadhu

Special thanks

Stefan Feichtinger

Patrizia Feichtinger-Tartagli

The goal was to evoke a sense of nostalgia and authenticity, allowing viewers to feel the lived experiences and the stories behind each image. The combination of candid and staged video/photography created a narrative that’s both relatable and visually compelling, ensuring that the campaign resonates deeply with the audience.

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