Urban Focus in Baghdad

Amwaj

project Task:

Photographs of a Large-Scale Residential Complex in Baghdad

In the photographs, it was crucial to showcase the atypical scale of the residential complex for Baghdad, which consists of 48 properties: houses, schools, hospitals, retail stores, and other infrastructure for comfortable living.

Amwaj will use the images in a large-scale advertising campaign: banners, brochures, catalogs, and other promotional materials.

This is the first project by Line Artworks in Iraq. In collaboration with the client, we completed the advertising shoot in just 4 days. The client was responsible for selecting models, locations, and overall organisation, while our studio handled the script and photography.

In the photographs, we showcased not only trendy apartments and townhouses but also emphasized an important aspect for Iraq—family values—demonstrating how the company aims to improve the lives of modern citizens.

To achieve this, we created storylines focusing on young people with children, highlighting family life within the residential units and finished interiors. In some shots, traditional attire was used to underscore the country’s values, which are important to the company.scale and new level of comfort for contemporary living in the Middle East.

Photographs with Celebrities for Media Advertising

In addition to family photos, Amwaj wanted to draw attention to their properties through influencers. To achieve this, they invited two Middle Eastern superstars to participate in the shoot: renowned Arab actor Samer Al Masri and popular singer Shatha Hassoun.

The division of plots between shoots with families and celebrities is related to the fact that the company wanted to promote two types of real estate at once: the Iraq Gate Complex neighbourhood and suburban townhouses.

Iraq Gate Complex is a luxurious urban lifestyle in apartments with elite shops, galleries, cinemas, and restaurants. Therefore, stars were involved in the advertising of the neighbourhood. The second type of property, on the other hand, is townhouses for a peaceful family life in the countryside, and the photos of these properties focused more on family themes.

We wanted to avoid capturing the atmosphere of the objects that 90% of Baghdad's residents see every day in the photographs. We didn't want to show the daytime story. That’s why we photographed early in the morning or at night, to present the complex in a different way—not as usual: the light is better, the texture is more pronounced, and we've added volume.

The developer also wanted to show that residential complexes are oases in the midst of the familiar desert. To achieve this, some photos were specifically taken through the prism of greenery and flowers to attract people with the natural atmosphere within the complexes.

project timelines

We started discussing the project in January 2024, and due to the readiness of the locations, we agreed to start filming in early June.  

June 1-6: preparation of plots, locations, and the actual filming

June 7-28: selection of original shots, processing, and delivery of finished images.

Result: 30 processed images for the advertising campaign.