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Ilaf: In its latest Ramadan campaign by Emirati actress, TV presenter and architect Mahira Abdulaziz and award-winning architects Abdulaziz, Montblanc explores the inspiring power of the library to enrich the culture of passing knowledge across time and generations. Rahman and Turki Qassas from Saudi Arabia were shown at the Venice Biennale.
As a beautiful poem depicting the power of creativity and inspiration, the campaign takes us on an exciting journey through the corridors and wings of the Mohammed Bin Rashid Library, a unique architectural building designed in the traditional book form. A center of culture and wisdom.
Directed by award-winning Tunisian director Amal Gullati, the story of the campaign begins with two Ghazaz brothers entering a library, where they seek inspiration for a new design project – Majlis.
In the midst of their amazing journey through the wonders of the library, they meet Mahira and it is then that they begin to brainstorm and exchange ideas and opinions in a scene that showcases the power of collaboration in the creative process. The two Casas brothers begin to design the project, which will become a concrete reality before the viewer’s eyes.
The message of the campaign aligns with the spirit of the holy month of Ramadan, which inspires us to be inspired and share our experiences with others. As a beacon of culture and symbol of knowledge, the Mohammed bin Rashid Library is at the heart of the story, embodying the House of the Written Word. The campaign culminates in a final dynamic scene that captures the essence of knowledge exchange during the holy month of Ramadan, when the finished project designed by the two Kassas brothers is unveiled to Mahira with friends and family.
The campaign soundtrack is an original tune composed by composer and Montblanc influencer Basil El Hadi, aka “Carohat”.
He excels with his inspiration in integrating contemporary tunes with a touch of Arabic music, giving the story a perfect musical expression. Creative director and fashion photographer Moise Ashore took these photos.
“The rich storytelling in this iconic work of Ramadan embodies Montblanc’s strong commitment to writing and literature, and honors the library as an exceptional source of inspiration and discovery,” said Frank Kuehl, President, Montblanc Middle East, India, Africa. , Greece and Turkey. Montblanc is proud to share its aesthetic and prestige. The Mohammed Bin Rashid Library delights with this film and showcases regional talent in art and design in every aspect. Expertise, and we hope our campaign will inspire people on their own journeys to make their impact on the world.”
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