Founded in Rome in 1884, the world-famous luxury brand Bvlgari has a reputation for Italian excellence with exquisite craftsmanship and magnificent jewellery creations.
In 2019, Bvlgari proudly announced a first of its kind collaboration with Her Highness Sheikha Fatima bint Hazza Bin Zayed Al Nahyan of the ruling United Arab Emirates Royal Family. Named the ‘Jannah’ (Paradise) Collection, it sought to glorify the bond between two majestic places – Abu Dhabi and Rome – with roots that run deep through time.
The campaign had to capture this connection of two capital cities and two powerful families coming together in a celebration of shared values and reverence for heritage.
Conceptualisation / Art Direction / Brand Campaign / Brand Messaging / Content Production / Content Creativity / Creative Direction
We decided to tell the story of this unprecedented collaboration through two beautifully crafted films: a behind-the-scenes film, featuring Lucia Silvestri, the Creative Director at Bvlgari and ‘Jannah, a Five-Petal Story’, which captured the essence of the collection.
The behind-the-scenes content was shot in a docu-film style where Silvestri narrates the story behind the birth of the Jannah Collection as she works in the Bvlgari workshop and wanders around the city of Rome. It gives the viewer real, first-hand insight into the rationale of the design and the origin of the collection.
In second film, ‘Jannah, a Five Petal Story’ we used the similarities of Rome and Abu Dhabi’s epic domes, archways and pillars to echo the sentiment that although seemingly different, there is harmony between these two heritages – a flowing dialogue between two cultures, two families and two legendary cities.
As a strong, independent woman of the world, our heroine, Sonam Kapoor, played a special role in telling the story of the fusion between eastern and western cultures. The international actress embodied the Bvlgari woman across the historical backdrop of two ancient cities – Roma and Abu Dhabi.
This project was revealed in February 2020 during a special premiere event hosted by Bulgari under the dramatic dome of the Louvre, Abu Dhabi. It received high praise from VIP Bulgari clients and Arabia’s biggest personalities at the gala launch dinner.
“The Jannah Collection project took over six months to complete – from conceptualisation to production and post-production. The team and I flew to Italy to work closely with Bulgari’s creative director, Lucia Silvestri, to understand the origin of the stunning jewellery design, which revolves around the five petal flowers that adorn the ceiling of the Sheikh Zayed Grand mosque in Abu Dhabi.
HH Sheikha Fatima Bint Hazza Al Nahyan supervised every step of the process and it was an honour to work on the film she dedicated to the UAE and the legacy of her revered grandfather, the late HH Sheikh Zayed Al Nahyan.”