External sources
The Gucci Nojum reel moves from a gathering on a desert set beneath the mountains at Jebel Jais to guests among lamps at dusk. It ends at a round, candlelit table after dark, with the GUCCI wordmark across the final scene.
The brief
Gucci’s Nojum brief presented Eid as a modern celebration of belonging. The shoot at Jebel Jais needed a lantern installation and a round table for a chosen family, with traditional and contemporary pieces together in the frame.
We sourced antique lanterns and contemporary lighting through local and regional suppliers, dressed the table as a gathering already in progress, and arranged still lifes around the Gucci pieces. The set supported photography and a continuous film shot.
The set appears throughout the campaign’s photography and continuous film shot at Jebel Jais.
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