Latest news with #JamesHulbert
Campaign ME
14-07-2025
- Business
- Campaign ME
Ahmed Seddiqi, Create collab for 75th anniversary campaign, brand refresh
Ahmed Seddiqi has officially launched its refreshed brand and 75th anniversary campaign, unveiling a bold new direction for the luxury retailer, which includes dropping the '& Sons' from its name. This marks the first major project between Ahmed Seddiqi and Create. The agency was selected following a competitive pitch process, which witnessed its team present a concept and tagline that resonated deeply with the client's aspirations. The winning creative platform became the foundation of a full-year integrated campaign. The scope included film production, static and animated digital assets, in-store branding, social media strategy and execution, and quarterly reporting. Sugam Bhasin, Senior Group Marketing and Communications Director at Seddiqi Holding, said, 'Celebrating 75 years of Ahmed Seddiqi presented us with a chance to augment our positioning in a competitive luxury market, while honouring the legacy of our longest-standing brand.' Bhasin added, :'The journey thus far has shaped who we are, and the brand's evolution and reinforced ambition moving forward will no doubt continue to inspire audiences across the region. We look forward to conceptualising impactful moments together with Create. in line with our long-term vision at Ahmed Seddiqi.' With conceptualisation and execution supported by Create, the integrated campaign centred around highlighting 'The Difference Time Makes' serving as the launchpad for its anniversary and an ambitious regional expansion strategy. In collaboration with directing duo Simon Morehead & James Hulbert from Sovereigns, Director of Photography Mark Hobz, and Art Director Maria Fontela, the hero films developed for the anniversary intended to reflect both the timeless values and modern ambitions of the brand. Hobz's visual direction brought depth and elegance to every frame, while Fontela's historically grounded set design — recreating elements such as the founder's desk, cabinet and even a period-specific wall clock — brought authenticity and emotional resonance to the scenes. The content captured the energy of transformation while maintaining reverence for the legacy built since 1950. As Ahmed Seddiqi expands into new avenues and adds new luxury brands to its portfolio, Create. aims to support across integrated touchpoints, from campaign strategy to social media rollouts in the UAE. CREDITS: Client: Ahmed Seddiqi Agency: Create. Direction: Simon Morehead and James Hulbert from Sovereigns Director of Photography: Mark Hobz Art Director: Maria Fontela Production House: Create Production Producer: Muhammad Ashraf Business Lead: Vanessa Miranda Senior Account Manager: Maha Al Refaee
Campaign ME
03-03-2025
- Automotive
- Campaign ME
Ford champions strength and adventure in latest F-150 campaign
Ford Middle East partnered with creative agency VML and global production house Crater to bring the newest variation of its F-150 campaign to life. Building Make Way for the Beast' platform, first launched in 2021, the 'Here Comes the Beast' campaign focuses on the brand's ongoing narrative of strength and resilience. To bring this vision to life, global production company Crater collaborated with VML Agency and Ford Middle East on a high-impact content series that highlights the truck's capabilities. Directed by Sovereigns, the production aimed to create a dynamic, visually arresting campaign that resonated with Ford's regional audience. The project demanded an ambitious multi-location shoot, capturing a range of extreme environments to showcase the versatility of the Ford F-150. From rocky desert landscapes to urban streets, every setting was chosen to reinforce the truck's power, endurance, and ability to tackle any challenge. 'Finding physically demanding locations were key for us to ensure the outstanding all-terrain capability of the F-150 was loyally represented on screen,' says Sovereigns Director, James Hulbert. 'I knew from the outset this was about getting the F-150 to walk-the-walk whilst also capturing our shots in such a way to immerse the audience in the sheer thrill of driving.' Cinematography played a crucial role in translating this energy to screen. 'James and I agreed from the outset that we wanted to shoot it with some grit,' adds DOP Toby Plummer. 'We kept exposure on the lower end and shot largely handheld to translate the energy and adrenaline to screen.' The campaign video draws a parallel between human endurance and machine capability – showcasing the F-150 as a vehicle engineered for strength and resilience. Whether powering through an intense gym session or navigating rugged landscapes, the visuals reinforce the idea that the truck is built to keep up with an active, demanding lifestyle. Through high-impact cinematography and dynamic storytelling, the production captures the raw energy and durability that define both the driver and the machine. Beyond aesthetics, cultural relevance was a priority. The production incorporated the landscapes of the Arabian Desert alongside regional motifs such as traditional attire and a falcon, ensuring the campaign resonated with Middle Eastern audiences. Product features were subtly integrated, maintaining focus on the overall narrative rather than overt branding. The commercial aims to generate an immersive experience that embodies the spirit of the F-150, bringing both the vehicle and its capabilities to life. Credits: Brand Ford Middle East Agency Creative Director Senior Producer Account Manager VML Emad Salman Sally Mourad Dima Kobrosli Creative Studio & Production House Crater Exec Producer Camille Laborde Director James Hulbert DOP Toby Plummer 1st AD Vanessa Mghames / Ali Al Saaby Producer Adonis Bdaywi Production Manager Alwiya Kahtan Production Assistant Karim Salem Production Assistant Nana Saqr Gaffer Walid Hamia Grip Robert Babikian Wardrobe Stylist Lauren Neve Hair & Makeup Stylist Eman Salah Photographer Sami Sasso Photographer Assistant Anna Shtraus Precision Driver Ben Menzies Gear & Camera Crew Koko Films Drone Team Choppershoot Location Team At Your Service Production Location (For Horse Film Only) Stables Art Department The Prop Shack VFX Juice
