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Bvlgari Jannah
A Five-Petal Story

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The Brief

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.

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Our Approach

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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.

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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.”[/vc_column_text][vc_column_text el_class=”text-2-w”]

Toufic Araman

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Watch
Video

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The Results

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.

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Backstage Photos

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Bvlgari Jannah
A Five-Petal Story

An epic multi-city production for the launch of BVLGARI’s exclusive Jannah jewellery collection, which premiered at the Louvre, Abu Dhabi.

see more

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