Paul and the team were tasked with helping Swarovski appeal to a younger audience of designers in the Middle East. Rather than creating a fantasy scenario to showcase the fashions we decided to celebrate modern, empowered Middle Eastern women. We art-directed a photoshoot based around a day-in-a-life theme. This shoot showcased a mix of modern and traditional fashions. We then connected with a community of designers through a web hub. This was supported with a series of events in Dubai and London. This helped Swarovski build strong relationships with a new audience. Which was no mean feat.