The Damas Diwali Campaign

HABANA Director Fabien Dufils recently completed this beautiful piece for Damas Jewelry, a Dubai-based jeweler. Imagining a restyled Diwali celebration, the spot brings a modern feel to a centuries old tradition. The piece stars Nargis Fakhri, a rising model, actress & Bollywood starlet, and was shot two hours outside of Mumbai, India.

The production blends beautiful, traditional music, and the vivid imagery and style always apparent in Fabien’s work. With the spotlight on the jewelry, Fabien was able to craft the atmosphere into a ballet performed by shafts of light. The temple was alive with a feeling of nostalgia, but was made contemporary by Fabien’s vision for lensing.

With the client thrilled and the entire Damas campaign underway, we are happy to have Fabien back in New York and working on his next thrilling project.

Below is the final product:

“There are few challenges as exciting as re-styling an age-old occasion. And there are few brands better suited to doing so than Damas. In 2013, the premium Dubai-based jeweler has decided to add mystique and glamour to Diwali with a campaign titled Be The Brightest Light. Doing away with the usual clichés of Rangolis and firecrackers, Damas instead created a mythical world in which a cast of characters – each a fascinating attraction on their own – turn around and become captivated by a woman wearing Damas jewelry.

The film was helmed by New York based fashion director Fabien Dufils and stars rising Bollywood sensation Nargis Fakhri. Shot in Mumbai, the TV spot is supported by print, outdoor and radio. Altogether, the campaign elevates the image of 18k gold with the promise that on this festival of lights, the woman who wears Damas eclipses everyone else.”

Fallon, M. (Dec. 2013) “Brightest Light” TVC for Diwali by Damas. JWT, 2013. Behance