Piaget’s Ramadan 2022 campaign showcases the jeweller’s Possessions collection.
Filmed in the UAE and Saudi Arabia the campaign titled “Turn Life On” speaks both literally and metaphorically of tradition and evolution. It tells the story of how the two are interwoven using rotation and movement to symbolize the growth of generations, all the while staying true to one’s roots.
Inspired by a popular art movement, the campaign speaks to the concept of time and the importance of how we use it. It leaves us with an empowering message to literally turn life on and become the person we want to be.
The Piaget Possession collection is an ode to elegance that captivates with its spinning elements and awakens the sense of touch that is playful and free.
The film was shot on location in the distinctive destinations of both AlUla, Saudi Arabia and the UAE, featuring the iconic mirrored Maraya Concert Hall and the recognisable Dubai skyline. Emirati female drag racer Hamda Taryam, Riyadh-born singer-songwriter Tamtam, Saudi actor Rawkan Binbella and UAE-based sand artist Shayma Al Mughairy can all be seen wearing the collection pieces and symbols of Ramadan can be seen throughout.
The short film and more from the collection can be found at