Unified Concepts, Distinct Brands
Every project with 51 East begins with a clear creative brief provided by their marketing team—an essential framework that defines the concept and desired aesthetic. But the real challenge lies in balancing the overall campaign vision with the strict brand guidelines provided by each luxury brand. This requires not only precision but a deep understanding of each brand’s DNA.
Below are some of the standout campaigns we’ve brought to life together
Inspired by Dreams
This was our first campaign with 51 East, and it set the tone for what would become a deeply rewarding creative partnership.
We were tasked with capturing the transition of each piece from dream to reality. We brought this concept to life by pairing each luxury item with its original sketch. To ensure full control over the aesthetic, we actually created the drawings ourselves using digital tablets and Photoshop, then printed them on relief paper to add a tactile, premium finish. Pencil props were used on set to complete the story.
Reflection of Dreams
This concept played with the dual meanings of “reflection”—the light bouncing off precious metals and gems, and the act of thoughtful contemplation.
To execute this, we used mirrored surfaces with careful precision to capture reflections at ideal angles. The result was a visually captivating series of product shots that reflect the craftsmanship and emotional connection behind each piece.
Tell Your Story
Designed for 51 East’s Watch & Jewellery Week, this project emphasized still-life product photography with a personal twist.
We incorporated props such as jackets, cufflinks, and textured materials to give the campaign a lifestyle edge while maintaining the feel of premium “pack shots.” A mix of talent and product-only compositions ensured the storytelling remained broad yet brand-aligned.
Capturing Memories
This artistic shoot revolved around the idea of jewellery as a keeper of personal history. Talents were photographed inside actual studio-set picture frames, which were then blended with vintage illustration backdrops in post-production.
The result: a warm, nostalgic visual tone inspired by the desert landscape and cultural storytelling. Color grading was adjusted to match this unique aesthetic.
Spotlight Worthy
Here, we moved into the realm of studio fashion photography. With a focus on traditional elegance, our talents were captured in hero poses, with editing done in both black & white and colour.
The minimal backgrounds and lighting helped shift focus to the jewellery and watches, highlighting their value and form.
Artistic Still Life
In one of our most design-focused shoots, we created artistic product photography using hand-cut paper backdrops in bold, contemporary shapes.
These were physically crafted and arranged in the studio, then fine-tuned in post to ensure the shadows, contours, and highlights aligned perfectly with the jewellery pieces. The combination of analogue preparation and digital refinement made this shoot stand out in creativity and technique.
Architectural Shoot at Lagoona Mall
Finally, we also conducted a comprehensive architectural shoot for 51 East’s store in Lagoona Mall. Unlike the brand-focused jewellery campaigns, this shoot aimed to capture the store experience, focusing on spatial design, luxurious finishes, and the layout that supports their premium retail offering.
A Partnership Built on Trust and Craft
These shoots reflect more than just beautiful images—they showcase a creative partnership built on trust, precision, and a shared love for storytelling. We’re proud to be part of 51 East’s journey and look forward to shaping future campaigns that continue to elevate Qatar’s luxury retail scene.