Azza Fahmy is a renowned Egyptian jewellery designer, and the founder of design house Azza Fahmy Jewellery – unique handcrafted jewellery inspired by 7000 years of history.
At Azza Fahmy Jewellery, every piece of jewellery tells a timeless story, translating historical and modern cultural references into wearable art. As it approached its 50th anniversary, the brand wanted to create a standout campaign for Mother’s Day 2020 – something that depicted the essence of the brand and resonated with Azza Fahmy herself.
There is always an influx of jewellery advertising in the lead-up to Mother’s Day so the campaign needed to make a huge impression amongst competitors.
Art Direction / Content Strategy / Creative Direction / Production / Photography / Pre-Production / Post-Production
Standing against the mass commercialisation of cookie cutter images and sentiments of Mother’s Day, our campaign took a different approach. Instead, we joined forces with real women that own Azza Fahmy pieces and invited them, along with their families, for an exceptional photoshoot.
Shot in black and white to focus on authentic emotion and real connections, our collection of portraits and videos of mothers with their children captured the myriad of loving looks, small gestures and unspoken feelings that exist between a mother and her child.
The campaign rolled out a month before Mother’s Day, along with the exchangeable messages of “Celebrating Family Bonds”, “Celebrating Azza Fahmy Clients”, and finally when the date had arrived, “Celebrating Mother’s Day”.
The real women to appear in the campaign included Egyptian actress Nahed El Sebai and her mother, Nahed Shawki, Azza Fahmy with her two daughters, Fatma Ghali, the brand’s current managing director and Amina Ghali, who is the current head designer for Azza Fahmy – a powerhouse of extraordinary women and mothers.
We reached over 1.4 million people on Instagram and the video received +400K views. Each image posted achieved +100K likes.