CONTENT PRODUCTION

CARIUMA, REFRAMED FOR THE GCC

Fashion-Led Storytelling For A New Regional Audience

THE CHALLENGE

As Cariuma entered the GCC market, the challenge was to translate a global footwear brand rooted in skate and surf culture into a regionally relevant proposition without losing the authenticity and edge that defines the brand globally.

F31 was tasked with supporting the regional go-to-market strategy through the creation of a campaign ecosystem that positioned Cariuma naturally within the lifestyle, visual language, and emerging subcultures of the GCC.

The content had to balance product visibility with storytelling, allowing the footwear to feel embedded within real environments, moments, and subcultures rather than staged around them, and it needed to work seamlessly across ecommerce, social media, paid campaigns, launch assets, and seasonal storytelling.

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OUR APPROACH

F31 led the full creative direction and execution of the campaigns across concept development, art direction, photography, cinematography, styling, casting, production management, and post-production.

The visual approach focused on creating imagery that felt effortless, nostalgic, and culturally grounded, drawing inspiration from skate culture, surf culture, desert landscapes, nightlife, and everyday moments across the UAE.

Across both shoots, the direction leaned into natural movement, candid interactions, warm nostalgic grading, distinct shadows, low-saturation tones, and relaxed compositions to create a world that felt authentic rather than overly polished.

The result: a culturally relevant GCC launch identity for Cariuma that successfully translated the brand’s surf and skate roots into a locally resonant visual world across all campaign touchpoints.

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ECOM LAUNCH

The ECOM launch shoot focused on introducing Cariuma into the GCC through a lifestyle-first lens. Rather than isolating the product in studio settings, the campaign embedded the footwear into relatable local environments including Kite Beach, Al Qudra desert, and Dubai nightlife.

The visual language centred around candid moments, nostalgic 90s-inspired grading, fish-eye perspectives, low-angle compositions, and relaxed styling that allowed the shoes to exist naturally within the scene. The direction intentionally blurred the line between campaign imagery and real-life documentation, helping position the brand as culturally connected, effortless, and authentic to the region’s lifestyle.

SS25

For the SS25 campaign, the art direction evolved into a more fashion-forward and editorial space while maintaining the warmth and spontaneity established in the launch campaign. The shoot introduced more exaggerated movement, architectural framing, oversized silhouettes, layered styling, and stronger contrasts between refined fashion elements and raw environments.

Locations such as abandoned souqs and heritage-inspired spaces were used to create visual contrast and texture, allowing the campaign to feel elevated while still rooted in the character of the region. The final imagery balanced high-fashion composition with laid-back energy, creating a campaign world that felt youthful, expressive, and distinctly Cariuma.