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Baheej introduces a boutique wellness resort inspired by Saudi traditions to Yanbu's coastline
Baheej introduces a boutique wellness resort inspired by Saudi traditions to Yanbu's coastline

Zawya

time01-06-2025

  • Health
  • Zawya

Baheej introduces a boutique wellness resort inspired by Saudi traditions to Yanbu's coastline

YANBU, Saudi Arabia — Baheej, Saudi Arabia's emerging destination developer and a joint venture between ASFAR, the Saudi Tourism Investment Company and a Public Investment Fund (PIF) company with the Tamimi-AWN Alliance, is proud to announce the fourth component of its transformative Yanbu Waterfront Project: a 34-room boutique Wellness resort that brings together ancestral wellness wisdom and contemporary design inspired by the region's seafaring heritage. Nestled on the tranquil shores of Yanbu, this intimate sanctuary will feature private sea-view cabanas, immersive wellness programming, and a signature spa designed as an architectural homage to the pearl, once a precious treasure of Yanbu and a symbol of renewal and serenity. Norah Al Tamimi, CEO of Baheej, added: 'This project is a reflection of Baheej's vision to enrich Saudi destinations with meaning, not just infrastructure. Our wellness resort is more than a place to stay — it's an experience crafted around the values of balance, beauty, and belonging. We believe it will become a new symbol of Yanbu's evolving identity as a serene coastal escape.' Envisioned as a journey and offering guests opportunities to reconnect with self and place, Baheej is developing the resort with curated experiences that include meditation at sunrise, movement rituals inspired by coastal rhythms, and wellness treatments rooted in Arabic healing traditions and native ingredients. "The design, developed by Spectrum Architecture, draws deeply from the soul of Yanbu," said Stefano Lopez, Senior Director at Baheej. 'It reinterprets the poetry of seafaring traditions and the calm resilience of the sea into a space of reflection, comfort, and transformation.' Lopez also noted that the official brand of the resort will be revealed later this year, hinting at its distinctive Saudi character: 'We want to create a brand that resonates with our domestic travelers. One that brings generations of Saudi heritage and wellness practices to the forefront of contemporary hospitality.' This launch marks a further step in Baheej's mission to transform Yanbu into the gateway to the Red Sea Riviera; a new destination narrative that fuses nature, culture, and community. The wellness resort joins a growing collection of destination-defining assets developed by Baheej in Yanbu, including Cloud 7 Lifestyle hotel by Kerten Hospitality, Kaynuna Beach Escape and the upcoming Jaba Tour Center and Diving Club.

Foraged from the heart
Foraged from the heart

Otago Daily Times

time24-05-2025

  • Entertainment
  • Otago Daily Times

Foraged from the heart

Inspired by the loneliness of lockdown, Sami Tamimi's first solo cookbook, Boustany , updates the Palestinian classics of his childhood. In the spring of 2020, Sami Tamimi and his partner packed up their house in London, loaded their two dogs into the car, and drove to Umbria, in Italy. At the time, they planned to stay only a few weeks, but the Covid lockdown soon put paid to that. Weeks turned into months, and eventually into a year, during which Tamimi, the Palestinian-British chef who's probably best known as one of the co-founders of the Ottolenghi restaurants, had what he describes now as "a mini-meltdown". A lot of soothing home cooking was done in this period — foraging in the hills was his meditation — and when the moment finally came to go home, he knew two things. First, that his life had to change. Second, that he was going to write a new cookbook. It would be called "Boustany", and it would celebrate the vegetable dishes he knew in his childhood both in Jerusalem, where he grew up, and in Wadi Al Tufah in Hebron, where his maternal grandparents kept a large garden, or boustan. Boustany was born out of the homesickness he felt in lockdown: "When you're homesick, you want comfort; the recipes in the book came from that need." For Palestinians, foraging has long been a source of both food and extra income — greens such as mallow (khobiza), mulberries, cactus fruit — and in Umbria, with time on his hands, Tamimi often found himself gathering plants to add flavour. "My partner, Jeremy, thought I was absolutely mad. 'How do you know that's not poisonous?' he would ask. But he enjoyed eating them, and so I began drafting recipes. My first idea had been for a cookbook about Palestinian street food, but the simple things I was making in Italy seemed more right [in the circumstances]." The result, Boustany , includes recipes that are recognisably traditional, but also updated for the 21st century. "I'm loyal to traditional food, and I love eating it when I go back home," says Tamimi. "But the situation in Palestine means food has not evolved as it might otherwise have done. It is only about resilience and preserving culture and passing that down from one generation to the next." He allowed himself to experiment: "I'm someone who gets bored after a while. I always want to add things. Also, a lot of Palestinian dishes are complicated. Nowadays, people don't always have the time for them." The book is huge. You've never seen so many ways with aubergine. What are his favourites? "The peppers stuffed with freekeh," he says, barely missing a beat. "Peppers are available all year round, and if you can't find any, tomatoes will do." It was important to him to publish a Palestinian cookbook, he says. "Away from everything that's happening, I want to remind everyone that we're just a bunch of really lovely people who want to live our lives with dignity; who want to eat and celebrate and feed those around us." Tamimi hopes Boustany is full of soul, as well as flavour. "I know it's hard to feel hopeful, but I am optimistic." Cucumber and feta yoghurt with dill, almonds and rose — khyar bil laban This is a staple Middle Eastern dish often served alongside rice-based dishes to cut through the richness. There is nothing better than a plate of two-lentil mejadra (see right) with a generous spoonful of this salad. I tend to use the small Middle Eastern cucumbers, when possible, because they have so much more flavour and are less watery. Serves 6 as a side dish 4 small or 1 large cucumber 500g labneh or thick Greek yoghurt 120g feta, crumbled 1 fat clove garlic, crushed 2 Tbsp lemon juice 1 Tbsp olive oil, plus more for drizzling salt 1 Tbsp each fresh coriander, dill and mint, roughly chopped, plus extra mint to garnish ½ tsp dried mint, plus extra for serving 1 large green chilli, deseeded and finely chopped 1 lime, peeled, segmented and roughly chopped 20g almonds, toasted and roughly chopped 2 Tbsp dill fronds ½ tsp nigella seeds 1 tsp dried rose petals Method Peel the cucumber and cut into 2cm dice. (If you are using a large cucumber, cut it in half lengthways and scoop out the middle.) Place the cucumber in a large mixing bowl, then add the labneh or yoghurt, feta, garlic, lemon juice and olive oil, ½ teaspoon of salt, the herbs, chilli and lime and mix well. Spread the mixture on a serving plate and garnish with the almonds, dill, extra mint, nigella seeds and rose petals. Finish with a good drizzle of olive oil and serve. Fried aubergine m'tabbal with tomato and coriander salsa — m'tabbal bitinjan makli Some of my fondest childhood memories revolve around the simplest of meals, and one that stands out vividly is "maqali day", which was every Friday lunchtime. Maqali, which translates as "fry-ups", consisted of a plate of mixed fried vegetables — aubergines, cauliflower, potatoes and tomatoes — all tucked snugly inside khubz bread while they were still piping hot. A dollop of tahini sauce and a generous squeeze of lemon made it just the best lunch. While maqali sandwiches hold a special place in my heart, fried aubergine m'tabbal offers a twist on this beloved dish, presenting it as a salad. It's a quick and easy midweek lunch or supper, and it also makes a great addition to any meal, adding a burst of flavour and texture to the table. Serves 4 3 medium aubergines (850g) salt and black pepper 60g tahini paste 150g Greek yoghurt 4 Tbsp lemon juice 2 large garlic cloves, crushed 500ml sunflower oil 2 large plum tomatoes (230g), coarsely grated 3 Tbsp olive oil 10g fresh coriander, chopped Method Top and tail the aubergines and cut them into 1½ cm cubes. Place them in a large colander in your sink or over a bowl, and sprinkle with 2 teaspoons of salt. Give them a good mix and leave for 1 hour. In the meantime, put the tahini, yoghurt, 2 tablespoons of the lemon juice and the garlic into a large mixing bowl. Add ¼ teaspoon of salt and whisk well to combine. Cover the bowl and set aside. When the aubergines are ready, spread them on a large clean tea towel and pat them dry. Heat the sunflower oil in a deep pan, about 28cm wide, and fry the aubergines in three batches for about 5 minutes, until they are golden brown. Lift the aubergine pieces from the oil, using a slotted spoon, and transfer to a plate lined with kitchen paper. Repeat with the other two batches. Add three-quarters of the fried aubergine to the tahini yoghurt, along with ⅛ teaspoon of salt, and mix well, pressing with the back of the spoon to break down some of the large pieces. In a separate bowl, place the rest of the aubergine, the grated tomato, remaining lemon juice, 2 tablespoons of the olive oil, ⅛ teaspoon of salt and a good grind of black pepper. Mix well and set aside. When ready to serve, spoon the aubergine salad on to a serving plate, and top with the tomato salsa, then scatter over the coriander. Drizzle the remaining tablespoon of olive oil on top. Two-lentil mejadra Here's a slightly easier version of the beloved Palestinian dish mejadra, a cherished favourite from my childhood. This one brings back memories of fragrant spices mingling with the sweet aroma of fried onions. Whether eaten hot or at room temperature, the combination of flavours is as comforting as can be. The roasted onion, turned into a salsa to top the dish, is key and shouldn't be skipped. Serve with some freshly made chopped salad. Serves 6 200g Egyptian or short-grain rice 150g green lentils, rinsed 100g red lentils, rinsed 2 tsp cumin seeds 1½ Tbsp coriander seeds 2 Tbsp olive oil 2 tsp tomato paste ½ tsp ground turmeric 1½ tsp ground allspice 1½ tsp ground cinnamon 375ml cold water For the salsa 2-3 large (530g) onions 2 Tbsp olive oil salt and black pepper 7g fresh parsley, finely chopped 5g fresh mint, finely shredded 4 (50g) spring onions, finely sliced 2 tsp sumac 2 tsp lemon juice To serve 3g fresh parsley leaves 1 tsp sumac Greek yoghurt Method Preheat the oven to 170°C fan. Line a large oven tray with baking parchment. To make the salsa, peel the onions and cut them into 2cm wedges. Place in a large bowl and toss with 1 tablespoon of olive oil, ¼ teaspoon of salt and a grind of black pepper. Place in a single layer on the oven tray and roast for 45 minutes, until soft, golden and starting to caramelise. Take out of the oven and set aside. Meanwhile, rinse the rice well and place in a small bowl. Cover with cold water and soak for 10 minutes. Put all the lentils in a small lidded saucepan, cover with plenty of water, bring to the boil and cook for 10 minutes, or until the green lentils have softened but still have a little bite (the red lentils will cook quicker and collapse at this point). Drain in a colander. Place a 24cm saute pan over a medium heat and toast the cumin and coriander seeds for a minute or two, until fragrant. Add 2 tablespoons of oil, the tomato paste and the spices, stir for a minute or two, then add the drained rice, the lentils, the water, 1½ teaspoons of salt and a good grind of black pepper. Stir well to combine, then bring to the boil. Cover, turn the heat down to very low, and simmer for 15 minutes. Remove from the heat, lift off the lid and cover the pan with a clean tea towel. Seal tightly with the lid and set aside for 15 minutes. Put the cooked onion wedges into a medium bowl, add the remaining 1 tablespoon of olive oil and the rest of the salsa ingredients and mix well. When ready to serve, remove the lid and tea towel from the mejadra and place a large flat plate over the open pan. Carefully but quickly invert the pan, holding both sides firmly. Leave the pot on the plate for 2 minutes, then slowly lift it off. Top with the salsa, scatter over the parsley leaves and sprinkle with the sumac. Serve with yoghurt on the side. Tahini rice pudding with grape compote – helou al ruz ma' antebikh Antebikh or ainabia is a typical Hebron cooked grape preserve, made with the grape's seeds and anise seeds, which gives it a distinctive taste. Rice pudding is a popular dish in the Arab world and often gets treated as a dish to snack on, rather than a pudding, as it's filling, comforting and inexpensive to make. Adding tahini to a sweet rice pudding is not typical in the renowned dessert, but it works perfectly in this recipe, making it soft and creamy. The pudding is light and fragrant with the flavours of anise seed and rose water. Serves 6 For the pudding 175g Egyptian, risotto or pudding rice 1 litre water salt ⅓ tsp ground turmeric 80g light brown sugar 90g tahini paste 2 tsp rose water For the grape compote 500g black or red seedless grapes ¼ tsp ground anise seeds 2 Tbsp olive oil For the garnish 1 Tbsp butter 2 Tbsp toasted pine nuts Method Rinse the rice and soak in plenty of cold water for 1 hour. Make the grape compote: place all the ingredients in a medium saucepan and bring to the boil, then cook over a medium-low heat until the grapes are starting to soften and collapse — about 15 minutes. Lightly crush some of the grapes with the back of a spoon and set aside to cool down. Put the butter and pine nuts in a small pan and cook over a medium heat, stirring for 3-4 minutes, or until the pine nuts are golden brown. Transfer to a plate lined with kitchen paper and set aside. Put the drained rice into a large saucepan, along with 600ml of the water, ⅓ teaspoon of salt and the turmeric. Bring to the boil, then cook on a medium-high heat, stirring frequently, for 7 minutes. Lower the heat and add the sugar, tahini, rose water and the remaining 400ml of water, and cook for about 7 minutes until thickened — the rice should still retain a bite. Remove from the heat and pour the rice into individual bowls. Cool slightly before serving. When ready to serve, spoon some of the grape compote on top of each pudding and garnish with the toasted pine nuts. Chilled tabbouleh soup – shorbet tabbouleh This refreshing soup captures the flavours of tabbouleh, but saves you the meticulous fine chopping required for the salad version. Serves 4 120g fine bulgur wheat 300ml boiling water 500g tomatoes, peeled and roughly chopped 1 clove garlic, crushed 10g fresh parsley, roughly chopped 5g fresh mint leaves, roughly chopped 3 Tbsp red pepper paste 1 small (80g) onion, peeled and roughly chopped 15ml lemon juice 4 Tbsp olive oil, plus more for finishing ½ tsp Aleppo chilli flakes (or regular chilli flakes) ⅛ tsp ground allspice ⅛ ground cinnamon salt To serve 30g cucumber, chopped into ½ cm dice 30g red pepper, chopped into ½ cm dice 5g fresh parsley, finely chopped 5g fresh mint, finely shredded Method Put 90g of the bulgur into a medium bowl with the boiling water. Cover the bowl with a plate and set aside for about 10 minutes until all the liquid has been absorbed. Put the rest of the soup ingredients into a blender with 1 tsp of salt and blitz for 1-2 minutes, until completely smooth. Pour into a bowl, add the soaked bulgur and taste the dish to adjust the seasoning. Cover and refrigerate for an hour (or until ready to serve). Meanwhile, put 2 tsp of olive oil into a small frying pan. Add the remaining 30g of bulgur and fry over a medium-low heat for 3-4 minutes, until the bulgur is toasty and golden brown. Remove the pan from the heat, tip the bulgur on to a plate and set aside to cool down. When ready to serve, ladle the soup into shallow bowls and garnish with the chopped cucumber and pepper, the toasted bulgur, the herbs and a final drizzle of olive oil. — The Observer

Jordan and US in talks to extradite alleged Jerusalem Sbarro bomber
Jordan and US in talks to extradite alleged Jerusalem Sbarro bomber

Middle East Eye

time29-04-2025

  • Politics
  • Middle East Eye

Jordan and US in talks to extradite alleged Jerusalem Sbarro bomber

US officials have entered talks with Jordan about extraditing a high-profile Jordanian citizen who was convicted by an Israeli court for assisting in a deadly attack in Jerusalem, Middle East Eye can reveal. The discussions come at a critical time for the Hashemite Kingdom of Jordan, which has banned the Muslim Brotherhood and is wary of its citizens' anger at Israel over the war in Gaza. Jordan and Israel have had a peace treaty since 1994. The extradition of Ahlam Tamimi is being discussed as part of a broader package of deals that Jordan hopes will allow it to obtain more US economic assistance, which has been curtailed with the dismantling of the US Agency for International Development (USAID). 'Jordan is trying to show the Trump administration it is still relevant to its world view,' a senior western source familiar with the sensitive negotiations told MEE. 'The old adage that aid is needed to stabilise Jordan for the sake of the region does not fly anymore,' the source added. New MEE newsletter: Jerusalem Dispatch Sign up to get the latest insights and analysis on Israel-Palestine, alongside Turkey Unpacked and other MEE newsletters One result is Jordan taking on a bigger role in participating in operations against the Islamic State in Syria, as US troops withdraw from the country's northeast, the source added. Reuters previously reported that Syria's counterterrorism authorities and US representatives were holding talks in Amman. However, the case of Tamimi may be the most sensitive for the kingdom, as it touches on domestic politics and the fate of a Jordanian national. Muslim Brotherhood crackdown Tamimi was imprisoned for her role in the 2001 Sbarro pizzeria bombing in Jerusalem, which killed 15 people, including seven children. She was sentenced to 16 life terms but freed in a 2011 prisoner exchange with Hamas. After her release, she lived in Jordan, where she has regularly made media appearances. Al-Araby Al-Jadeed news outlet reported in February that Jordan told Hamas to find a country to relocate Tamimi, or it would be forced to extradite her. Why did Jordan ban the Muslim Brotherhood? Read More » The discussions between US officials and Jordan since then over Tamimi's fate in the broader context of currying favour for US aid relief have not been reported previously. The US sees an opening for Tamimi's extradition since Jordan banned the Muslim Brotherhood in April, the source added. The Brotherhood's political arm in Jordan, the Islamic Action Front (IAF), is the kingdom's main opposition party and has a history of accommodating the Hashemite Monarchy. The IAF's office was raided recently, and some observers believe the party's licence could be revoked altogether. Jordan accused the Muslim Brotherhood of planning to carry out attacks in the country, an announcement that came a week after security services said they had arrested 16 people accused of stockpiling weapons and planning to destabilise the kingdom. One US official familiar with the raids confirmed to MEE all the weaponry seized in several locations but said that the arms could have been destined for the occupied West Bank and not necessarily directed at the monarchy. The move, however, did not surprise US officials who expected a crackdown on the Muslim Brotherhood in advance, the official added. Tamimi's status became a lightning rod in US-Jordan ties during the first Trump administration. King Abdullah II was able to sidestep the first Trump administration's request to extradite Tamimi, who is on the FBI's most wanted list. Two US citizens were killed in the Sbarro pizzeria bombing. The Associated Press reported in 2020 that the White House weighed withholding or cutting military aid to Jordan to obtain Tamimi. The Jordanian embassy in the US did not respond to MEE's request for comment by the time of publication. Jordan's quest for aid King Abdullah and Trump had a generally good meeting at the White House in February, US and regional officials familiar with their talks told MEE. Following the meeting, Abdullah was credited by Egypt with dissuading Trump from pursuing his plan for the forced displacement of Palestinians from Gaza and its US "takeover." However, Jordan has already suffered a steep cut in financial assistance. Jordan proposes exiling 3,000 Hamas members from Gaza to end Israel's war Read More » The State Department said in 2023 that Jordan received almost $1.7bn in aid. Of that, just $425m was foreign military aid. The kingdom receives roughly $770m in direct cash payments. According to a report by S&P Global assessing Jordan's credit in March, the shutdown of USAID alone would endanger about $300m in disbursements to the kingdom. Jordan has been trying to obtain additional aid from Gulf States, diplomats and analysts say. Saudi Arabia has tightened its purse strings in recent years. Meanwhile, the UAE's influence in Jordan has grown. But assistance has come in the form of investments, not aid. In 2024, the UAE and Jordan signed a $2.4bn deal to build a railroad from Aqaba to the Dead Sea. The UAE's ruling al-Nahyan family views the Muslim Brotherhood as a threat to its rule and has attempted to stamp the movement out across the region.

UN urges accountability after Iraqi detainee dies following alleged torture
UN urges accountability after Iraqi detainee dies following alleged torture

Rudaw Net

time08-04-2025

  • Politics
  • Rudaw Net

UN urges accountability after Iraqi detainee dies following alleged torture

A+ A- ERBIL, Kurdistan Region - The United Nations Assistance Mission for Iraq (UNAMI) on Tuesday urged Iraqi authorities to investigate the death of Bashir Khalid Lateef in Baghdad, ten days after he was taken into custody amid allegations that he was tortured in detention. 'The Mission is deeply concerned about reports the victim suffered from traumatic injuries during detention and was transferred to hospital where he died on 7 April, 10 days after having been taken into custody and held in a police station first and then in a detention centre,' UNAMI said on X. Lateef, an engineer, was arrested on March 30 in Baghdad's al-A'amiriya neighborhood. In a video published on Saturday, the Iraqi interior ministry said that Lateef was filmed 'sneaking through a fence' to enter an apartment in a residential complex reportedly belonging to Major General Abbas al-Tamimi. According to the ministry, a fight broke out between Lateef and Tamimi's sons before police detained him. The ministry said Lateef was taken to a detention center, where security camera footage purportedly showed him being 'severely beaten' by other detainees. In the statement, UNAMI said it 'emphasizes the importance of conducting a fair, transparent, and independent investigation that leads to accountability for those responsible for human rights abuses, and the adoption of measures and procedures to prevent their recurrence.' Sabah al-Numan, spokesperson for both the Iraqi Joint Operations Command and the commander-in-chief of the armed forces, revealed on Monday that Prime Minister Mohammed Shia' al-Sudani has directed a 'high-level investigative committee' to investigate Lateef's death. He stressed that the incident 'will not pass without holding those responsible accountable and determining the true reasons that led to his death.' 'We affirm that we will not be lenient with anyone who dares to harm Iraqis or act outside the legal framework, disregarding the principles of human rights and dignity,' Numan added. Interior Minister Abdul-Amir al-Shammari visited Lateef at the hospital before his death, according to a Sunday statement from his office. On Saturday, the interior ministry noted that six detainees had confessed to beating Lateef. It also said the investigative committee handling the case had 'condemned' the guards at the detention center 'for not controlling the detainees,' adding that both the guards and the complainant, Major General Tamimi, were being investigated. The ministry said Tamimi was being investigated 'for exceeding the limits and powers of his job,' without providing further details. Lateef's family had condemned his detention as 'unlawful.'

Untitled Co. teams up with Blu Pizzeria for a localised social media campaign
Untitled Co. teams up with Blu Pizzeria for a localised social media campaign

Campaign ME

time27-02-2025

  • Business
  • Campaign ME

Untitled Co. teams up with Blu Pizzeria for a localised social media campaign

'Not everything we see is as it seems—perspectives shape our understanding.' This was the core message behind Blu Pizzeria's latest social campaign, developed in partnership with Untitled Co. Launched across Instagram and TikTok, the social media campaign aimed to drive brand awareness and sales conversions and strengthen customer loyalty and retention. 'The overarching brand message centred on challenging perceptions,' says Aisha Al Tamimi, Founder & CEO of Untitled Co. 'The primary inspiration behind the Blu Pizzeria campaign was the brand's evolution and its expansion across multiple locations. With the rebranding process in motion, we sought to craft a visually compelling, narrative-driven campaign that would seamlessly introduce these changes while maintaining a sense of familiarity with the audience,' says Tamimi. View this post on Instagram A post shared by ©untitled co. (@ Balancing brand repositioning with customer retention 'The core objective was to balance brand repositioning with consumer retention, ensuring that while the brand underwent transformation, it remained deeply rooted in its original identity,' says Tamimi. To enhance brand recall and perception, Untitled Co. explored the use of humour as a storytelling device and leveraged cinematography rooted in colour psychology to establish a stronger brand association. 'The shift in branding colours and visual identity created an opportunity to play with the idea of misinterpretation and perception bias,' Tamimi continues. 'Additionally, consumer behaviour studies showed that humour-based campaigns tend to yield higher engagement rates and improve brand recall, which further validated our approach.' Untitled Co. takes a locally tailored approach The campaign was strategically crafted to resonate with Emiratis and long-term residents of Sharjah, as they form the core customer base of Blu Pizzeria. 'The video was intentionally produced in Arabic to ensure cultural and linguistic authenticity, maximising engagement with the primary target audience. Localised content is statistically proven to outperform generic, multilingual campaigns in regional markets, as it fosters deeper emotional resonance and relatability. This deliberate choice reinforced Blu Pizzeria's identity as a homegrown brand, strengthening its connection with the local community,' says Tamimi. The campaign incorporated local cultural nuances, humor, and visual storytelling techniques to create a sense of familiarity. The script featured colloquial Arabic phrases designed to resonate with local audiences, creating an emotional connection of familiarity with the viewers; while the cinematography reflected Middle Eastern branding elements that aligned with Blu Pizzeria's customer's identity. Post-launch impact: consumer engagement and insights The campaign's success was measured through engagement, reach, impressions, and sales uplift. The social campaign garnered over 72,000 interactions on Blu Pizzeria's social media pages. Shared on both Blu Pizzeria's and Untitled Co.'s Instagram accounts, the campaign in total garnered over 130k views with over 1200 likes. According to Tamimi, there was a substantial increase in organic reach that was measured through shares, direct messages, inquires and footfall increase at the new location. 'A surprising insight post-launch was the overwhelming audience-led conversation that extended beyond the intended messaging. Consumers began drawing their own interpretations of the video, associating it with broader themes of perception and reality, which added an unexpected layer of depth to the campaign,' says Tamimi. Credits: Producer: Aisha Al Tamimi Art Director: Abdulrahman Hegazi Design & Styling: Engy Waheed Photographer: Wessam Al Shaar Model: Ahmad Masoud Script: Aisha Al Tamimi Voice Over: Ahmad, With Feeling Props Management: Raoul Daou

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