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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.

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.
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