Muria is a fine jewellery brand rooted in cultural Omani heritage and craftsmanship. To launch their brand and ensure a consistent, cohesive digital presence, we collaborated on a long-term creative partnership, helping them define their visual presence and articulate their brand message.

We directed and produced photo and video campaigns for four collections — from conceptual planning to production across the UAE and Oman. The creative direction struck a delicate balance between expressive storytelling and product focus.

Shot across expansive natural landscapes and styled with rich cultural elements—spices, flowers, pottery, and flowing kaftans—the visuals capture the brand’s spirit and origins while keeping the jewelry pieces at the heart of each frame. It was a challenge to merge atmosphere and detail, but the result tells Muria’s story through both emotion and craftsmanship.

The campaigns elevated MURIA’s visual identity and helped establish a stronger digital presence; developing a cohesive content library used for social media, event promotion, website, and press coverage – including a publication in Emirates Woman magazine.