The magic of the moon unites communities this Ramadan.
Description:
Our friends at Cartier asked us to deliver a culturally rich 360 campaign celebrating the Pan-Arab community this Ramadan. Complete with a hero film, social content, and photography for print.
Taking inspiration from Daw Al Qamar, the arabic word for moonlight, this poetic and poignant story documents the spirit of togetherness. Different journeys binded by the destination of the moon. Harnessing the natural beauty of moonlight, dreamy nightscapes balance striking silhouettes to create a graphic yet contemporary visual identity that is distinctly Cartier. We also extended the storytelling across social exploring what Ramadan means to each talent.
Featured: Vogue Arabia, Grazia, GQ
Role:
Concept
Copy
Art Direction
Leading stills shoot
Credits:
Creative: Georgia Paes
Lead Creative: Bradley Fletcher
Director: William McGregor
Executive Producer: Charlotte Whittall