TVC Campaign: Dare to be iconic…
Context
Icoona is a high-end fashion platform positioned around individuality and self-expression.
The challenge was to create an international-feeling fashion film, produced entirely in Kuwait, without losing cultural depth or brand edge.
Creative Strategy
Fashion film allowed more freedom than traditional campaign formats.
The concept focused on breaking away from labels, aligning with Icoona’s belief that style is unique to each individual.
Copy & Narrative
The written narrative intentionally rejected fashion labels, focusing instead on a single idea:
Trends fade, but your individual style? Always remains Iconic.
The copy was written to convey a declarative, minimal, and confident tone, reinforcing the campaign’s core message.
Outcome
The film positioned Icoona as culturally rooted yet globally fluent, using contrast across visuals, sound, and language to express individuality without explanation.
Credits
Shooting: A One Productions
Director: Ahmed Abdoulwahed
Agency: Bustop Advertising Co.
Campaign Ideation, copy, direction and coordination: Mariam S
