Luxury Swiss watchmaker and jewellery brand, Piaget, wanted to mark Ramadan 2022 with a modern campaign to tie in with its #TurnLifeOn for its Possession collection. The brief was to feature four unique talents from Saudi Arabia and the UAE in the landscapes of AlUla and Dubai to depict the holy month in a fresh and invigorating way.
Conceptualisation / Art Direction / Brand Campaign / Brand Messaging / Content Production / Content Creativity / Creative Direction
Inspired by the distinctive architecture found in the destinations of AlUla and the Dubai skyline, as well as a popular art movement present more so than ever in the region, our creative direction took on an artistic twist.
Our vision was to create a powerfully visual art-based film to appeal to a captive audience engaged in the emerging art scene in the Gulf and Middle East today, and to tell the story of Ramadan how it has never been portrayed before through media.
Turning the traditional into the modern, we built larger-than-life representations of a lantern that would be lit during Iftar and a golden tray on which tea and dates would be served. We also constructed a walkway of frames on a beach from which flowing fabric was hung to symbolise the special clothing worn during Eid celebrations, and filled a desert scene with smoke, akin to that of burning incense.
Featuring Emirati female drag racer Hamda Taryam, actor Rawkan Binbella, singer-songwriter Tamtam, and sand artist Shayma Al Mughairy, each who we hand-picked. With the iconic mirror Maraya Concert Hall and land artist Jim Denevan’s Angle of Repose installation for the Desert X AlUla 2022 art exhibition also playing a leading role in the films.
Our combined choreography, camerawork and editing approach reinforces the #TurnLifeOn message with dynamic angles, constantly moving subjects and interconnecting scenes, complete with an energetic soundtrack.
The final suite of films created set the stage for Piaget to continue its advocation of art projects in the Middle East – art forms themselves that stand out prominently from the crowded Ramadan campaign space.