Community Led Brand Storytelling

Continuing Armedangels brand mission for a more sustainable future, The Gaabs looked to a new generation of Togolese female changemakers for inspiration for the launch of the brands‘ summer dress campaign, shot in Togo.

Working in collaboration with Nataal media, the publishing company leading the way in celebrating contemporary African culture, the project was brought to life through the lens of Togolese – German photographer and creative Delali Ayivi. The production featured an inspiring cast of women who are all working to preserve the environment and culture of Togo.

Deviating from the norm of brands flying talent and crew across the world to create “local stories“. The Gaabs chose to assemble an entirely local team ensuring both a production with minimal environmental impact and delivering brand storytelling that is both more authentic and true to the community it’s capturing.

The result was a unique opportunity to both raise the voices of these female leaders and stay true to the values of a brand while creating community and brand recognition across a global audience.