Campaigns & visual worlds.
Oasis of Tomorrow
واحة الغد
01 / 08
Four more visual worlds.
Botanical Gold
A jewel rises from warm stone as golden botanical forms transform the scene. A study in texture, growth and cinematic product storytelling.
Rose in Motion
A richly coloured pendant becomes the centre of a floral world, framed by moving petals and a deep magenta atmosphere.
Garden after Dark
A ring appears within a garden of dark pink flowers. The film moves between intimate jewellery detail and an expansive floral scene.
Light & Geometry
Jewellery and architectural screens meet in a study of patterned light, shadow and geometric detail.
Blue botanical studies
01 / 03
Gold studies
01 / 03
Material studies
01 / 03
Campaigns, art direction & visual worlds / Surah Fayed
Explore the collection frameworkCore collections
Twelve visual territories / Select a collection to explore
01ZahraParadise Gardensزهرة
02AmjadGloriesأمجاد
03Rose of Taïfورد الطائف
04Lamsa Al NoorMystic Geometryلمسة النور
05AlhambraMoorish Majesty
06Divine Scriptsالنصوص الإلهية
07Sea Dreamsأحلام البحر
08JacinthGuardian of Time
09Sultan’s WisdomCorundum
10Celestial Metamorphosis
11Al Madinahالمدينة
12PrairieالبراريHeritage studies
From the original presentation
01 / 03
The complete collection world.
Original project presentation / 94 pages / PDF · 14 MB
Project notes & details
Collection framework
Collection
storytelling.
I create worlds that give jewellery a story.
This project brings Fayendra’s jewellery selections into a collection system rooted in cultural references, natural forms and the symbolism of materials. Each territory begins with a distinct idea: a paradise garden, the rose of Taïf, the geometry of the Alhambra or the movement of the sea.
I developed the collection narratives and visual direction, connecting naming, cultural context, colour and reference imagery in one presentation. The document moves from the overall collection architecture to individual stories, mood boards and jewellery selections.
Campaigns & visual worlds.
Each world has its own atmosphere. Start with the complete Oasis of Tomorrow campaign: its film, portraits, jewellery images and architectural world.
Four more visual worlds.
Botanical Gold, Rose in Motion, Garden after Dark and Light & Geometry. Each film is presented as its own direction, with its original sound.
A system for telling the story.
A structure that gives individual stories room to breathe while keeping them connected to one house.
The story becomes something tangible.
Selected imagery from the heritage collection section, where gemstones, shells, flowers and decorative objects form a material world.
Oasis of Tomorrow
Blush architecture, desert light and rippling water form one campaign world. The film, portraits, jewellery compositions and imagined Fayendra setting are brought together here.
Botanical studies
Deep blue petals and pink stones frame jewellery in an intimate botanical setting.
Gold studies
Flowing bronze surfaces echo the line of a chain, a bracelet and suspended rings.
Material studies
Carved screens, textured stone and blue satin create distinct settings for jewellery and its details.
One house. Many expressions.
Explore all twelve stories from the collection framework.