A Calm Sanctuary

In Art Direction, Social Media

A Calm Sanctuary

Range Rover is the flagship luxury SUV brand from Land Rover (Part of the Tata Motors Group). Defined by its reductive design philosophy, peerless refinement, and uncompromising capability. It represents a modern approach to luxury – where clarity, restraint, and craftsmanship replace excess and ornamentation. Engineered to perform seamlessly across both urban and extreme environments, Range Rover stands for confidence, mastery, and composure wherever the journey leads.

Overview

The month of Ramadan is a deeply spiritual and transformative period for the Muslim community. Starting with the first sight of the crescent moon, this time presents a unique chance to engage with audiences in the Middle East as they take time out of their busy schedules to recalibrate and reflect. Supportive of community obligations, we sought to convey the spirit of the season – a visual reminder of Range Rovers brand values and design ethos.

The Brief: Develop a scalable concept that resonates with Muslim leaders whose lifestyles rarely allow them to slow down.

The challenge: Align with existing brand cues, avoiding anything culturally and/or spiritually inappropriate in the context of the sacred holy month.

The Result: Our Protagonist enjoying Range Rovers ‘quiet interior space’, alongside (and in contrast to) busy family, personal and business obligations during the holy month.

A series of unique narrative led visuals rolled across OOH, DOOH, social media and DX platforms.

Showcased on multiple social and OOH sites across the MENA region.

Some early KVs I created to help land the concept.

A sanctuary to recalibrate – a private cabin to reflect on spiritual growth, whilst supporting the transition back to the everyday.

A combination of Gen AI and Photoshop ideating, compositing and refining.
Some of my intial MidJourney outputs.

With so many moving elements there was a great deal of debate to ensure the focus remained on the product.
In the end it was decided to keep motion to the rising Ramadan moon, drifting clouds and hero talent.

I like to think it reminded commuters to ‘make time and take time’  to reflect on what’s important on their daily Iftar commute.

Regrettably, the campaign was kept to a minimum due to the 2026 conflict in the Middle East.

In closing

Art Director on UKIA Creative Team.

Creative Director: Pete Sanna
Creative Team: Dom Irwin, Emily Blaney, Stacey Swart
Strat & Client Service: Pierre-Henry Briec, Sheena Vegad
Project Management & Production: Kamran Haider, Elizabeth Newton
Post: Recom Farmhouse, Olli Carver

Concept – under the line ‘Make time, take time’🌙

Unfortunately I wasn’t able to attend the shoot in the UK due to budgets.

Maybe next time 😉