This Ramadan, Bvlgari (Instagram) unveils ‘Journeys of Ramadan,’ a breath taking campaign that celebrates heritage, faith, and creativity. Spotlighting three visionary Middle Eastern artists, the campaign reflects the themes of renewal, introspection, and resilience—values that define the essence of the Holy Month.
Through a series of evocative films, Bvlgari transports audiences into immersive worlds where art and spirituality intertwine. Each artist’s journey, shaped by personal experiences and cultural heritage, becomes a profound exploration of Ramadan’s deeper meaning.
You can discover the stunning campaign here.
Maryam Al Tajer – The Desert Rose
Qatari artist Maryam Al Tajer finds inspiration in the desert rose—a stunning natural formation born from sand and water. Her sculptural works reflect the concept of rebirth, mirroring Ramadan’s theme of personal renewal. Set against a vast desert landscape, Maryam’s creations embody faith’s endurance, shaped by nature’s ever-changing elements. As shifting sands transform the scenery, her art serves as a poetic metaphor for spiritual evolution.
Hana Almilli – The Saffron Sun
Saudi multimedia artist Hana Almilli captures the golden hues of the setting sun, translating them into intricate textile installations. Her work, bathed in the soft glow of dusk, mirrors the contemplative nature of the Maghrib prayer—the moment that marks the transition from fasting to nourishment. Flowing fabrics and cascading light create a dreamlike world where inner reflection takes centre stage.
Sarah Al Khayal – The Green Wadi
Emirati artist Sarah Al Khayal draws inspiration from the lush landscapes of a green wadi. Using traditional Khoos weaving techniques, she crafts intricate palm leaf installations that symbolize resilience. Just as palm trees have provided shelter and sustenance for generations, Sarah’s art reflects the patience and strength embedded in the Ramadan experience. Against the backdrop of swaying palms and life-giving water, her hands weave a timeless narrative of faith and perseverance.
Bvlgari’s ‘Journeys of Ramadan’ is a sensory experience. A single, musical track flows through all three films, echoing the rhythm of transformation and self-discovery. The score shifts seamlessly with each artist’s world: from the quiet expansiveness of the desert to the meditative tones of sunset, and finally, to the deep, grounding melodies of the wadi. The fluid soundtrack serves as an auditory bridge, guiding viewers through the campaign’s immersive storytelling.
As the campaign unfolds, ‘Journeys of Ramadan’ lingers in the mind like a quiet prayer—an invitation to pause, reflect, and embrace the beauty of transformation. Through these cinematic narratives, Bvlgari not only celebrates its exquisite craftsmanship but also honours the sacred interplay of tradition and creativity.
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