Assisting in creative direction and production coordination, we partnered with Origin 33 – a contemporary chain of Dubai-based restaurants and bars – to produce a conceptual campaign as a part of their brand revamp. Featuring elements of mysticism, iconography, and spirituality, the goal of the campaign was to resonate with both Origin 33 and its customers’ values of spirituality, fitness, and mental well-being in a way that was bold and intriguing.