Luqaimah — Ramadan

A Ramadan campaign built on nostalgia, celebrating original luqaimat as a timeless taste passed from mothers to children across generations.

Client

Luqaimah

Services

Art direction

Challenge

How could Luqaimah claim a meaningful place in the Ramadan market by reframing its product as the original, heritage-rich taste that connects the recipes of mothers with the memories of a new generation?

Solution

The campaign was built around nostalgia: a story of luqaimat moving through time, from the hands of mothers who master the original recipe to the children who grow up with its unmistakable taste.

  • Created the core concept around heritage, family memory, and the enduring ritual of sharing authentic luqaimat in Ramadan;

  • Directed the visual language to bridge generations, giving mothers and children equal roles in a warm, recognisable Ramadan world;

  • Oversaw every art-direction decision, including the location, model casting, visual narrative, and central creative idea.

Impact

Art direction scope included:

  • Central creative concept and nostalgic campaign story

  • Location selection, model casting, and visual world-building

  • End-to-end art direction and creative supervision