Eid 360 Campaign with Charles & Keith

Objective

To introduce Charles & Keith's 2021 Ramadan collection through a concept that celebrates the ripple effect of inspiration across creative disciplines. The campaign aimed to reflect values associated with the season, consciousness, simplicity, and contentment, by telling a story of transformation from poetry to jewelry.

Challenges

• Translating a narrative into visuals: communicating an abstract storyline where a poem inspires calligraphy, which in turn inspires jewelry design.
• Maintaining cohesion across mediums: the transitions between the poet, calligrapher, and jewelry maker required clarity and flow while integrating animated elements.
• Minimalistic direction: focusing only on the products and the hands rather than full faces, emotional depth had to be conveyed through close-ups and subtle gestures.

Results

• The final video followed the full transformation journey, beginning with a poem written in Arabic, moving into calligraphy, and concluding with the jewelry-making process.
• Each creator was filmed in their own artistic environment to emphasize individuality and creative flow.
• Animation was used to bridge each stage of the process, supporting the visual storytelling in a seamless and poetic way.
• The film promoted the Ramadan collection across regional platforms and digital media channels.