Abshir
Wax / Gold
A fashion campaign for Abshir exploring strength, softness and transformation. A black gown, a desert landscape, and gold waiting beneath the surface. The gold was always hers.
Services
The Idea
The gold was always hers. Wax / Gold explores the tension between the visible surface and the truth beneath it. We developed that idea into a story of strength, softness and transformation, revealed through the woman’s own touch.
The Visual World
The gown’s fabric trails across the sand, its loose edges lifted by wind. Gold emerges beneath her fingers, transfers to her hand and face, then follows her touch down the black gown before the wider reveal. Terracotta earth, sculptural black fabric and luminous gold give the campaign its visual language. The desert opens into the shoreline, where water brings a softer ending.
The Build
We translated the concept into a sequence of hero images and motion studies, developing the visual world through AI image and video tools. The work focused on a consistent character, tactile fabric movement and a clear progression of gold from cloth to hand, face and gown. Editing connected intimate details with wider desert and ocean scenes, carrying the story from discovery to transformation.
What We Made
A series of campaign stills and a fashion brand film for Abshir’s Wax / Gold concept, bringing creative direction, AI visual development, motion and editing into one visual world.