Bvlgari has released its Journeys of Ramadan campaign, directed by Toufic Araman and produced in-house by ASTUDIO’s production arm, with production and account management led by Yasmine Ali.
The campaign brings the themes of Rebirth, Resilience and Reflection to life through the work of three remarkable Middle Eastern artists. Each film is a dialogue between tradition and evolution, memory and transformation, told through light, movement and a refined visual aesthetic that speaks directly to Bvlgari’s audience.
In conversation with Campaign Middle East, director Toufic Araman said, “BVLGARI gave me three key concepts to work with — Rebirth, Resilience, and Reflection — and those became the foundation of everything. Rebirth naturally led me to the desert rose, a formation that emerges from nothing but sand and water, much like how Ramadan renews the soul. Resilience was reflected in the wadi and palm tree leaves — elements that have provided shelter and sustenance for generations, just as fasting is a testament to endurance and devotion. Reflection came through the warmth of the setting sun, tying into Maghreb and the quiet introspection that comes with Ramadan.”
The project took three months, with more than 15 people working full-time.
“That’s roughly 7,000 hours dedicated to perfecting every last detail thoroughly. From capturing the organic beauty of the desert rose to refining the glow of sunset, every moment was spent ensuring the film wasn’t just visually stunning, but deeply meaningful,” Araman said.
The director also revealed three main challenges faced while bringing this project to life.
“First, beating our own record — we’ve set the benchmark for luxury Ramadan campaigns since 2018, and maintaining that standard year after year isn’t easy. Second, we had to balance the essence of Bvlgari’s Serpenti collection with cultural sensitivities, finding ways to translate its core themes without directly depicting the snake. And third, we pushed the boundaries of AI-powered creativity, crafting an imaginative world that felt organic and real, not artificial or forced,” Araman added.
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Attempting to be mindful of cultural sensitivities around Bvlgari’s Serpenti collection, which embodies transformation, resilience and renewal, the campaign needed to sidestep depicting the snake directly. Instead, it abstracted those ideas into nature’s symbols — the desert rose, the wadi, and the setting sun — allowing the campaign to stay true to the essence of Serpenti while ensuring the campaign remained culturally respectful.
“The result is a visual story that celebrates Ramadan’s depth and beauty through a lens of renewal, strength and self-reflection. What makes “Journeys of Ramadan” different is that it doesn’t look or feel like an ad. There’s no overt display of jewelry — it’s purely artistic, an elevated visual journey. The focus isn’t on selling a product, but on creating an immersive, deeply symbolic narrative that captures the essence of Ramadan,” Araman concluded.
