PIAGET RAMADAN #TURNLIFEON

PIAGET RAMADAN #TURNLIFEON

PRODUCTION

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PRODUCTION

Contact Us
Piaget Ramadan #TurnLifeOn campaign film set for the Possession collection
What did Piaget need for Ramadan?

Piaget needed a Ramadan 2022 campaign for its Possession collection that made #TurnLifeOn feel modern, regional and cinematic. ASTUDIO produced the jewellery story between AlUla and Dubai with four talents from Saudi Arabia and the UAE, building on high jewellery work for Bvlgari and Cartier.

The brief called for four unique talents from Saudi Arabia and the UAE in the landscapes of AlUla and Dubai. The goal was to depict the holy month in a fresh and invigorating way while keeping the Possession collection at the centre of the story.

Conceptualisation / Art Direction / Brand Campaign / Brand Messaging / Content Production / Content Creativity / Creative Direction /

OUR APPROACH

ASTUDIO built the campaign as an art-led production system, using architecture, movement and regional ritual to turn Piaget’s Ramadan message into film. The creative direction drew from AlUla, the Dubai skyline, and the art movement rising across the Gulf.

As a full-service Jewellery Marketing Agency, ASTUDIO created a visual art film for audiences engaged in the emerging art scene across the Gulf. The campaign told the story of Ramadan in a way the medium had not shown before.

We turned traditional Ramadan symbols into modern sets. We built larger-than-life representations of a lantern lit during Iftar and a golden tray for tea and dates. We constructed a walkway of frames on a beach, hung flowing fabric to symbolise Eid clothing, and filled a desert scene with smoke akin to burning incense.

ASTUDIO hand-picked Emirati female drag racer Hamda Taryam, actor Rawkan Binbella, singer-songwriter Tamtam, and sand artist Shayma Al Mughairy. 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 played leading roles in the films.

Our video production, choreography, camerawork and editing approach reinforced the #TurnLifeOn message with dynamic angles, constantly moving subjects, interconnecting scenes, and an energetic soundtrack. The work connected Piaget’s jewellery campaign to the region’s art, fashion and cultural calendars.

Piaget Possession jewellery campaign production for Ramadan #TurnLifeOn
THE RESULT

The final suite of films from our Video Production Company In Dubai gave Piaget a Ramadan campaign with art, jewellery and regional culture on screen. The work set the stage for Piaget to continue its advocation of art projects in the Gulf.

The film language helped the Possession collection stand apart from the crowded Ramadan campaign space. For related production craft, ASTUDIO also builds jewellery photography, still-life photography, luxury brand marketing, and regional work connected to Qatar and Kuwait. Speak to ASTUDIO through contact us.

What Our Clients Are Saying

Green water texture with a swimmer from above
Victoire Pozzo Di Borgo
Marketing & Communication Director, Bulgari

“Extremely proud to unveil our Ramadan campaign, Journeys of Ramadan, a tribute to art, identity and reflection. The results of many months of hard work across teams. From the region with my beautiful team Nathaly Khoury, Anjali Pandrangi to Central team in Rome with Laura Prota, Biagio Fontana, Sofia Bodoriga, Damien Kang, Dan Wu Elena Mancini under the incredible artistic direction of Toufic Araman and ASTUDIO.”

Pink handbag displayed on a shelf
Gaelle Dalati
HEAD OF MARKETING AND COMMUNICATIONS / VALENTINO

“We highly recommend ASTUDIO. Their unparalleled creativity, attention to detail, and strategic approach in crafting captivating content have elevated our digital presence. Working with ASTUDIO has been a remarkable experience, resulting in tangible business growth. They are the ideal partner for any luxury brand.”

Green water texture with a swimmer from above
Victoire Pozzo Di Borgo
Marketing & Communication Director, Bulgari

“Extremely proud to unveil our Ramadan campaign, Journeys of Ramadan, a tribute to art, identity and reflection. The results of many months of hard work across teams. From the region with my beautiful team Nathaly Khoury, Anjali Pandrangi to Central team in Rome with Laura Prota, Biagio Fontana, Sofia Bodoriga, Damien Kang, Dan Wu Elena Mancini under the incredible artistic direction of Toufic Araman and ASTUDIO.”

case studies

VOGUE ARABIA FINDING MĀ

ASTUDIO produced Finding Mā for Vogue Arabia, a fashion film shot between Dubai and New York using art direction, production and post-production craft.

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ELIE SAAB TIMEPIECES

ASTUDIO was asked to lead the creative and production of the launch campaign for ELIE SAAB Timepieces. Find out more about our marketing approach here.

Mandarin Oriental Social Strategy

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B FOR BEIRUT BVLGARI

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STORE OF THE FUTURE

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Experience Oman: A 360 Roadmap

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Athar Parfums Branding AR

بنت ASTUDIO عالم علامة «أثر» للعطور، هوية مستمدة من التراث الآشوري، تُرجمت إلى نظام كامل للهوية والتغليف.

Kilian Paris #POWEROFSCENT

Kilian Paris #POWEROFSCENT case study for a confirmed 50 second ASTUDIO fragrance film built around scent memory, home, and emotional connection.

Experience Oman OmanByYou

With the help of ASTUDIO, #OmanByYou was the first social media activation by a tourism board that only used UGC for marketing. Read the full brief here.

Vyntage Horology

ASTUDIO shaped Vyntage Horology's brand identity, visual language, logo uplift and website UX for the UAE designed, Swiss made luxury watch brand.

SÉLECT LABEL

ASTUDIO rebranded SÉLECT LABEL with naming, identity, monogram, tone of voice, website SEO and social media for a Kuwait fragrance house and launch.

BVLGARI Jannah, a Five-Petal Story

ASTUDIO produced BVLGARI Jannah films for BVLGARI's Jannah Collection, linking Rome and Abu Dhabi with craft led storytelling and a Louvre Abu Dhabi premiere.

BVLGARI WONDERS OF LOVE

"The Wonders of Love," showcases love as a universal concept flowing through Ramadan. Through our film campaign, we highlight the brand identity and V in BVLGARI, sharing the wonders of love with V stories that are localized for our Ramadan campaign.

Vogue & WIRED X NEOM

ASTUDIO was commissioned by Vogue Arabia and WIRED ME to document four Saudi women as they explore what NEOM has to offer. View the end-result here.

L’AZURDE Nuit Blanche

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Cartier Luxury Brand Relationship

ASTUDIO partners with Cartier on fragrance marketing for the Gulf, creative development and seasonal planning grounded in an ongoing relationship.

ETHER BY CLOUD SPACES

See how ASTUDIO built the Ether by Cloud Spaces retail brand, applying strategy and content craft proven in work for Vogue Arabia, Bvlgari and Piaget.

Piaget Ramadan #TurnLifeOn

See how ASTUDIO produced Piaget's Ramadan #TurnLifeOn jewellery films in AlUla and Dubai, alongside flagship luxury work for Bvlgari and Cartier.

Experience Oman: Love Summer Again

ASTUDIO created Experience Oman's Love Summer Again campaign with bilingual content, landing pages, media buying and social assets for GCC travellers.

Jo Malone London A Tale of Fragrances

ASTUDIO produced fragrance film and product content for Jo Malone London's A Tale of Fragrances, cinematic craft built around the house's scent storytelling.

Sharjah Events: 2021 Calendar #SeeSharjah

ASTUDIO created Sharjah Events' 2021 Calendar campaign with new web pages, social ideas and a fresh identity for SGMB's year round events platform.

Experience Oman Website Wonder

Our aim was to design a mobile-friendly, accessible and beautiful website for Experience Oman. Have a look at our approach and the end-result here.

إم إف دي بي القانونية

ASTUDIO redefined MFDP's brand, developing contemporary design based on insights about the legal industry.

Sedra Packaging Transformation AR

حوّلت ASTUDIO قارورة عطر «سدرة» من القارورة الحمراء المضلّعة الأصلية إلى نظام ألوان وخامات وتغليف راقٍ.

HADARA MAGAZINE

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THAT CONCEPT STORE

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RANA MIKDASHI

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Oman in Venice Art Biennale

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MANDARIN ORIENTAL EMIRATES PALACE

ASTUDIO created a launch film and six teasers for Mandarin Oriental Emirates Palace, presenting Abu Dhabi's flagship hotel with cinematic production.

Athar Parfums Branding

ASTUDIO built the Athar Parfums brand world, an identity drawn from ancient Assyrian heritage, translated into a full fragrance branding and packaging system.

Wego: Holidays

For Wego Arabia’s 2018 summer ad campaign, our brief was to convince consumers to book their holiday online with Wego. Have a look at the case study here.

حالة جو مالون لندن حكاية عطرية

أنتجت ASTUDIO أفلام ومحتوى منتجات العطور لحملة «حكاية العطور» من «جو مالون لندن»، بحرفية سينمائية مبنية على أسلوب الدار في سرد العطر.

Oxygen Gym Packaging

ASTUDIO designed the Oxygen packaging system, a body-spray, deodorant, and EDP range with an engineered box and bottle built around light and mechanism.

Oxygen Gym Packaging AR

صمّمت ASTUDIO نظام تغليف «أوكسجين»، مجموعة رذاذ ومزيل عرق وماء تواليت بعلبة وقارورة مهندَسة حول الضوء والآلية.

Azza Fahmy Real Love

ASTUDIO created Azza Fahmy Jewellery's Real Love campaign for Mother's Day, pairing photography and film with real women, families and heirloom jewellery.

BVLGARI Icons of the Moon 2026

BVLGARI Icons of the Moon 2026 case study with verified reach, paid impressions, Majlis guests, editorial features, LED volume production, and AI plates.

ONE INDEPENDENT POWERHOUSE

Whether you are looking for a complete brand overhaul, a transformative marketing strategy, award-winning video production or simply wanting to engage your audience on a new platform, we will walk you through it step by step.

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Louvre Abu Dhabi
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