Gucci Nojum
Global Campaign
The Brief
Set design for Gucci's Nojum Ramadan campaign — shot on location at Jebel Jais, UAE. The concept: Eid as a modern celebration of belonging. A desert installation of lanterns at golden hour, a round table for the family of choice, tradition and contemporary living in the same frame. Stills, still life, and a single unbroken cinematic shot.
The Challenge
The campaign required a fully dressed environment in open desert — two hours from Dubai, at altitude, against a horizon that changes every fifteen minutes as the sun moves. The lantern installation had to read as an artwork, not a prop arrangement. Traditional and contemporary pieces needed to coexist without either cancelling the other — sourced with a genuine regional sensibility, not a European interpretation of the Middle East. Every element had to survive wind, sand, and the radical shift from golden-hour warmth to desert night.
The Approach
Sourced all set elements through local and regional networks — mixing antique lanterns with contemporary lighting objects to create an installation that felt archaeological and alive simultaneously. The round table setting was dressed to feel inhabited: a gathering that had already begun, not a set waiting for talent. Still life compositions were designed around the Gucci pieces themselves, using the desert palette as a controlled backdrop. Location logistics were managed entirely in-house, building on the established UAE supplier network that has delivered for Gucci before.
The Outcome
The first Gucci global campaign produced in the UAE. Delivered by Kitavin Studio on time, on brief, and selected for the brand's global homepage.