All work
Self-initiated concept
Layali
A concept Ramadan campaign that swaps lantern clichés for the hour of light the month is actually about.
- Industry
- Ramadan capsule — modest wear
- Location
- Gulf-wide
- Services
- Campaign design, Art direction, Motion design
- Year
- 2026
Concept cover — designed by the studio
Concept
Layali (nights) is a fictional Ramadan capsule campaign for a modest-wear brand, built entirely around the blue hour between iftar and prayer.
Direction
Deep petrol dusk, limestone interiors, candid tables mid-gathering; type-led visuals where photography stays soft and secondary.
Campaign narrative
Thirty nights, thirty small compositions — the campaign posts one quiet observation per night, becoming a calendar people follow rather than an ad they skip.
Film
A sequence of eight-second dusk timelapses over Gulf skylines, each closing on a set table — no product until Eid, when the capsule releases.