We were invited by JJ Agency for the second time to work on a campaign for Damas, one of the UAE’s leading luxury jewellery brands. This time, the project focused on creating a visual world for Ramadan, combining live-action performances with a fully VFX-driven environment.
The main challenge was that almost everything visible in the frame, apart from the people, had to be created digitally. This required a complex VFX compositing and matchmoving workflow in Nuke, as well as full relighting of the characters, detailed hair work and careful despill to integrate the live-action footage into the digital environments.
The magical world was built in Blender, including the particle simulations and the architectural elements formed entirely from particles. We used 3D blocking and animation to precisely control the environments, camera movement and interactions before integrating everything into the live-action footage.
The project required close collaboration between multiple departments throughout production and post-production. From 3D environment creation and particle simulations to VFX, matchmoving, compositing, relighting and hair integration, every element had to work together to achieve the polished, premium look expected from a luxury jewellery campaign.