Jumeirah Ignites Global Journey of Poetry, Place and the Art of Welcome

Luxury hospitality group Jumeirah, part of Dubai Holding, has launched its global campaign 'Our Flame' . The campaign is communicated by a short film inspired by themajlis, the Arab tradition of gathering poets, thinkers, and guests, reinterpreted into a cross-cultural context.

The 90 second brand film is accompanied by an art book titled 'Where Worlds Meet', where the whole project was creatively led by Soursop, with agency production by Whale Amsterdam and production by 100%.

If you watch the short film you can see how a single flame is carried across Jumeirah properties in Dubai, London, Capri, Bali, and Mallorca, as well as the open sea that symbolises a connection that is a shared sense of welcome within Arab hospitality through different places.

The story is narrated by Emirati author Shamma Al Bastaki with her own original poem that is written for this campaign and directed by Emmanuel Adjei. The film also features contemporary artist Farah Al Qasimi and London’s Young Poet Laureate Theresa Lola. The shoots were being done in different countries before landing in Bali for the final leg and completion of ‘Our Flame’, where BALIPROD Films tapped in as the local production service partner.

BALIPROD Films’ role covered location scouting, casting, local crew coordination, handling permits and legal requirements to ensure the production can be started and finished on time effectively. The shooting process took about two days and involved around 50 local crews working across departments.

One of the main challenges was filming in a live hotel environment. The property remained fully operational throughout the shoot, with guests present at all times. which required careful coordination throughout the whole process. Timing, crew movement, and equipment placement had to be managed in a way that allowed the production to move efficiently without disrupting the guest experience, all while still maintaining the standards expected within a Jumeirah property.

The director we worked with created a collaborative working environment, which gave an instant sense of trust quickly between everyone involved within the project. This made it effective to adapt to the situations on the ground, especially within an active hospitality space.

Being part of a global campaign for Jumeirah reflects the level of trust placed in BALIPROD Films as a production partner. It shows how productions of this scale can move across different locations while staying consistent, both in execution and in the experience created on set.