Pakistan’s leading luxury designer brand – brings its viewers and consumers, its own unique story to life described through film.
The fashion film is symbolic of the brand’s founder, Asim Jofa’s fashion philosophy: creating a vibrant style for the modern woman. Jofa’s palette of psychedelic colors are set in motion by director extraordinaire Asad-ul-Haq against the parched desert landscape of Interior Sindh. The colors form a life and shape of their own as they sway to the melancholic and soulful rhythm of the background score – a beautiful rendition by Soch – of “vey mein chori chori” originally sung by Reshma. The film captures the explosion of beautiful hues as they casually flirt with the Brand’s lawn girl, Cybil Chaudhry, ultimately becoming a commitment in an Asim Jofa designer silk fabric. The brand message is effective: be bold, appear powerful and stand out as you embrace the colors of Jofa.
Production House: Ambience
Director: Asad U Haq
DOP: Zain Haleem
Assistant Director: Ali Siddique Dadi
Second A.D.: Asmaira Tharwani
Line Producer: Muhammed Zohaib Hassan
Production Manager: Mk Aamir
Focus Puller: Abdul Haseeb
Lens Kit: Studio 146
Makeup: Nabila N-Pro
Sound: Soch
Edit: Yellow Bean Post
Grade: Optix Dubai
Location: Suresh Kumar Art Art
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