Commissioned by Majid Al Futtaim Fashion for their new hip brand THAT Concept Store.

An interactive digital mural hoarding to announce their launch in Mall of the Emirates, Dubai. 

The style idea of the illustration comes from the idea that it this mural will be used as a projection base, using Augmented Reality tech called Lightform, wherein animation will be passing thru all the white spots of the artwork. Resulting in a full interactive piece of product communication.

Art Direction/Illustration: Rollan Rodriguez
Illustration: Oliver Santiago