Concept and creative direction, Swarovski Elements advertising campaign: The concept Jawaher (light) and imagery was created to communicate with designers from brands such Bulgari, Escada, Christian Louboutin, Dolce & Gabbana and Hugo Boss that are popular in the Middle Eastern market. The campaign was art directed, filmed and edited to bring Vogue-style fashion sensibilities to Middle Eastern dress. The advertising, brochures and POS were produced in Arabic and English, while the press, poster and online campaign was supported in the UK with a Jawaher event in Swarovski’s flagship store in London.