Level Shoes marks World Friendship Day with Dubai-based visual artist and creative director, Creations of LA, and the creative community he surrounds himself with. The campaign highlights the diversity and beauty of different cultures and the universal language of friendship that transcends geographical borders.
In the photographic portfolio titled A Group of Friends, the multi-hyphenate visionary travelled to iconic locations across the Middle East and Europe including the UAE, Kuwait, Saudi Arabia, France, and Switzerland to capture six talents and their unique stories.
Friendship Day With Creations of LA
Known for his imaginative approach to photography, LA employed cloning techniques to create stunning compositions that depict multiple surreal instances of the subject in a single frame, emphasising the dynamic connections and collective spirit of friendship.
A behind-the-scenes documentary-style film will also be released, providing audiences with an intimate look at the passion and collaboration involved in this remarkable campaign’s creation.
The talents in this campaign feature “some of my friends and artists that I highly respect”, says LA. They are Kuwaiti sneaker collectors Del Ten and KicksTQ, Emirati content creators Twins Hadban, Saudi artist RexChouk, UAE-based DJ Mr Shef Codes, and Zurich-based photographer Ermias Tadesse.
“On the style and sneaker side of things, Del Ten’s a good friend. His style is unmatched and there are just certain things that only he can do. Celebrating everything Emirati, the twins are remarkable and it’s only fair to recognise their talent. As for Rex, his art speaks for itself and as a long-standing friend of Level Shoes, he absolutely had to be part of it. Of course, we had to include Shef because of his work, style, energy, and his involvement in the community. Then, there’s KicksTQ – the sneakerhead – you can’t have a shoe campaign and not have him. We finished off with @ermivisuals, whom I’ve known since childhood. He is a creative photographer himself and in fact a silent sneaker collector. I’ve also included myself in the midst, completing the full circle of friends.” – Creations of LA
The campaign is further underscored by their mutual interest in the sneaker scene. Each talent handpicked and wore in-demand, hype-worthy kicks available at Level Shoes. The notable pieces include adidas’s trending Samba OG, Axel Arigato’s elevated Area Lo, retro-cool New Balance 650, classic Nike Air Force 1s, Comme des Garçons SHIRT x ASICS Invaders, Off-White’s ‘Out Of Office’ OOO kicks, and Amiri’s cult-favourite Skel Low Tops.