A.Seddiqi & Sons
A Reflection On Time
Inspired by the moon & stars.
.jpg)
Insight: The moon’s path mirrors the perfect journey of reflection and renewal.
​
From Tiffany & Co. in New York, to Bucherer in Switzerland, the world’s purveyors of luxury timepieces and jewelry are evolving beyond curatorship & service to tell deeper, more soulful stories. In Dubai, A. Seddiqi & Sons sought to do the same and deepen time’s meaning during Ramadan - a season where the city slows to make space for reflection, kindness, and connection.
​
A. Seddiqi & Sons invited clients and admirers to look up, follow the moon’s passage, and embark on their own journey of renewal. Moments to give became opportunities to express love and rediscover time’s true value.
Idea: 'Time finds meaning in the moments that shine.'
AKQA created the seasonal campaign for A. Seddiqi & Sons’ collection for Ramadan, unveiling new poetic reflections inspired by Rumi’s meditations on existence, and guiding audiences through a time of thoughtfulness and artful gifting.
​
A reimagining of a Rumi line, 'Time finds meaning in moments that shine' is a campaign that wonders along with its audience the sky, looking up to the moon and stars and reflecting on time’s passage, the quiet glow of the moments that define us and our presence in each other’s lives and loves.
The campaign’s art direction is inspired by the moon’s journey and Dubai’s architecture, where infinite steps and towering structures reach upward to trace its path. The collection reflects this balance, with celestial motifs and golden-hewn details that play with proportion and light.
Bold, structural sets were built from monochromatic blocks of steel blue, bronze, and gold, making for metaphorical steps that lead the viewer’s gaze upward.
Angled, cantilevered and stacked, the blocks reference Dubai’s skyline while creating three-dimensional, modular sets to exhibit the highly-polished, thoughtfully-curated collection.
Inspired by Rumi’s poetry, the campaign’s copy transformed time into a meditation on renewal. Original lines intertwined with his wisdom, seamlessly showcasing the collection while inviting audiences to look up, reflect, and seek meaning. Each phrase mirrored the moon’s journey, bridging luxury and spirituality in a language beyond the ken of traditional advertising.
A series of films brought the collection to life. A poetic interplay cut the collection in motion with selected footage of cinematic introspections. Dynamic transitions, graphic compositions and poignant poetry were used to emphasise serene moodscapes for holy season, with flashes of Seddiqi’s synonymous green, set to a specially crafted soundtrack of soaring, contemplative synths that invoked a futuristic Arabia of calm and spirituality.
Outdoors, the campaign invited reflection - blending poetic introspection with a striking showcase of watches and jewelry. Billboards and store facades became a bridge between time’s meaning and its most exquisite expressions.
These spaces became mirrors for reflection, as well as considerations for exceptional gifting, reminding al that true wealth lies not just in possessions, but in the moments that shine.
Credits
Agency
AKQA
Creative Direction
Taraka 'TK' Tennakoon
Location
MENA
Collaborators
Simon Reid - Executive Creative Director, Diego Santamaria - Art Director, Viztoni 'Vizzo' Chin - Conteny Creator, Islam Momtaz - DOP, Vylan Dalmaida & Theresa 'Tessa' Antonio - Strategy, Amit Hasija - Production, Sharon Angel & Hassan Rawas - Account Management
Results & Impact
Time as a gift, elevated.
The campaign transformed luxury gifting into a poetic expression of presence and reflection. By weaving Rumi’s wisdom with celestial imagery, A. Seddiqi & Sons invited audiences to look up, pause, and rediscover time’s true value.
​
From cinematic films to captivating storefronts, every touchpoint became a moment of contemplation—elevating gifting into an enduring symbol of love, renewal, and meaning.