Jumeirah Launches New Cinematic Campaign Our Flame

Global hospitality group Jumeirah captures the essence of Arabian hospitality in its new cinematic campaign Our Flame, launched today, February 24.

The campaign boldly showcases the rich traditions of the region through a powerful visual and emotional narrative, presenting light as a thread connecting one soul and one destination to another. Instead of a conventional advertisement, it unfolds like a brand poem, written and narrated by award-winning Emirati poet Shamma Al Bastaki and directed by the internationally acclaimed Emmanuel Adjei.

Both creatives come together to reflect on the significance of presence and connection, underscoring values rooted in the region’s tradition of warmth and generosity. Al Bastaki stated, “I was drawn to Jumeirah’s vision for the film as a creative collaboration of visuals and verse, with light as its protagonist. I wanted the script to flow as a contemporary echo of one of our oldest stories: strangers becoming familiar around firelight.”

The cinematic piece will premiere with a 90-second film across select platforms, followed by a broader release of a 30-second cut. Our Flame is set to be integrated into private brand engagements and cultural showcases by Jumeirah throughout the year.