TDF+ Rethinking the Role of Design in our Lives
The Renaissance refers to a period in European history that marks the transition from the Middle Ages to Modernity, it represents a social, intellectual and cultural rebirth. With the same spirt in mind, TDF Architects re-emerges as TDF + or The Design Firm Plus, an enlightened player in lifestyle design.
Originally called TDF Architects, the firm was founded by Engineer Hala Saleh in Cairo in 2010. A decade later, and with the evolution of the design world and its embrace of experiential meets functional living, TDF+ was born, with the plus sign representing all the additives that come with holistic lifestyle design.
The structure of the firm operates in a way that allows its humans to learn, grow and transition into all areas of design seamlessly. TDF+ is a true disruptor in the Egyptian, regional and global design market.
For each project, TDF+ seeks to choreograph the human experience in a way that is simultaneously pragmatic and inspiring. For this reason, the TDF+ launch campaign chose to highlight the dynamic and inspiring humans behind the brand.
Founder Hala Saleh
An Egyptian Award-Winning Mechanical Engineer, Interior Designer, and Innovator in environmentally-conscious design who studied and practiced these professions extensively between Cairo and Houston.
“This campaign humanizes with humor the starkness and sophistication of TDF+. The campaign slogan “BE YOUR LIFESTYLE” promotes a human-centric approach. Presenting 3 acts, where each human is portraying their own lifestyle.” - Tuline, founder of Somethin’
Nada Mourad: Head of Creative Design at TDF+.
Loves the beach and dreams of summer; a true mermaid-like human. She’s wearing a custom-made ruffled top by Egyptian designer Vivian Moawad.
The campaign is in collaboration with local talents somethin’ founder Tuline El Chourbagui, Kegham Djeghalian and Amina Zaher.
Loay Sherif, VP of Operations at TDF+.
Strong, passionate and resilient; a Hulk at heart standing on two old school TV’s reminiscent of his childhood. He is at the core of TDF+ construction sites, bringing to life the technical drawings of his team.
The Egyptian design market lacked a leader in innovative lifestyle design. Launching with a campaign that pushes the envelope of what we expect from the people who build our spaces. A jaw-dropping, eye-opening, conversation-starter of a campaign that will have you DM the firm immediately, asking for a consultation that will not only elevate your space but quite possibly change your life.
Credits
TDF+
Brand Culture Designer & Creative Studio: somethin’ by Tuline El Chourbagui
Creative Direction & Photography: Kegham Djeghalian
Photography: Amina Zaher
Videography: Hue.eg
Make-up: Diana Harby
Hair: Mazen Tayaa
Location: Photopia Studio
“innovation is the only way to win.”
