As part of the creation of the Fashion Futures 2019 identity, abcd art directed the campaign shoot. Fashion Futures was Saudi Arabia’s first ever fashion conference, held in Riyadh in November 2019 and organized by The Ministry of Culture. The shoot’s aim was to capture the merging of traditional Saudi culture with contemporary Saudi fashion. It was a platform to show how Saudis blend traditional fashion with contemporary style to create a unique and bold looks that celebrates the past whilst striving to the future. Abcd’s role included art direction, location scouting, styling overview and team project management. The production team included an eclectic mix of all-Saudi talent, with styling and management by Personage and photography by Hayat Osama, an up-and-coming female photographer whose work has graced the pages of Grazia, GQ Middle East, Puss Puss magazine and Farfetch.