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.
“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’
The campaign is in collaboration with local talents somethin’ founder Tuline El Chourbagui, Kegham Djeghalian and Amina Zaher.
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