Zukhra Ebzeeva
LC Waikiki Campaign
04 / 08

LC Waikiki Campaign

Client
LC Waikiki
Place
UAE
Work
Campaign film, Shoot, AI production
Role
Creative direction

Fashion that feels lived in.

The brief

Fashion campaigns look perfect. Life doesn’t. For Ramadan, LC Waikiki needed a campaign people would recognise themselves in.

The idea

A cinematic story about real togetherness: iftar tables, arrivals at the door, the quiet moments in between. Every frame was designed to feel lived, not produced. The clothes weren’t the focus. Life was.

LC Waikiki Campaign
Iftar

Not staged. Lived.

LC Waikiki Campaign
LC Waikiki Campaign
Everyday rituals
LC Waikiki Campaign
The arrival.
LC Waikiki Campaign
One family, every generation.
LC Waikiki Campaign
Family day. A Ramadan reel.
LC Waikiki Campaign
Out of home. The campaign on the streets of Dubai.
LC Waikiki Campaign
Backstage
Credits
Creative direction
Zukhra Ebzeeva
Production
Weird In Wonderland
Client
LC Waikiki
Next roomThea