Abdul Samad Al Qurashi
Abdul Samad Al Qurashi wasn’t just a campaign; it was a masterclass in urgency and artistry. Designed for International Women’s Day, this project came together in under a week, uniting a full Saudi crew and a visionary director who arrived just one day before the shoot. Elegant, polished, and purpose-driven, it stands as a testament to what can be achieved when speed meets creativity and craft.
Challenges
Executing a campaign of this scale in less than five days demanded absolute precision. We had to finalize the script, cast talent, style, design sets, and shoot, all on an accelerated schedule without sacrificing quality. Coordinating a Saudi crew and director on such tight timing meant every decision had to count. The biggest challenge was delivering a refined, graceful film that honored women while meeting a deadline that left no room for error.
Production
The production phase was a whirlwind of fast-paced coordination and creativity. Our Saudi crew and director worked in perfect sync despite the time pressure, ensuring every element, from styling and set design to camera movement — felt deliberate and high-end. The energy on set was focused and collaborative, with everyone united around delivering a campaign that felt both culturally authentic and universally elegant. Despite the timeline, the production maintained its vision of sophistication and respect.
Equipment
We shot the Abdul Samad Al Qurashi campaign with a Mini Alexa mounted on a Freefly system and Panther dolly to balance agility with classic cinematic precision. The Freefly rig enabled smooth, dynamic movement even with a lean crew, perfect for delivering flowing, elegant shots that matched the brand’s luxury aesthetic. Pairing it with the Panther dolly allowed us to design controlled, graceful camera paths, adding production value without slowing us down. The Mini Alexa itself brought ARRI’s renowned color and dynamic range in a compact package ideal for fast, high-quality shooting ensuring the final film looked polished, premium, and worthy of the brand.
