Freedom. Authenticity. Adventure. Passion. All of this is possible – even during Ramadan. The campaign images shown here were photographed by transportation professional Kylian Roger in the desert landscape around Dubai for the client Jeep Middle East. They show you moments that enrich your life, even during the obligatory month of fasting for Muslims.
The agency responsible for the campaign was Publicis Groupe Middle East.
"Across four key visuals produced with my longtime partner in crime Bastien Gabalda, the idea was to capture different relationships and situations, like friends gathering after sunset, family time, conversations between father and son, all those quiet moments that define the atmosphere of the period.
What made the project interesting was finding the balance between a campaign scale production and something that still felt genuine and familiar. We wanted the images to feel warm and human, while keeping the strong visual presence expected from a regional billboard campaign. Seeing the campaign printed across the Middle East gave another dimension to the work." Kylian Roger, photographer.
The campaign's four visuals were created in diverse settings: two in the desert, one by the sea, and another in front of an elegant restaurant. Each setting brought its own distinct atmosphere, while the four images were connected by the same intention and underlying emotional tone.
Jeep Middle East is the regional presence of the renowned American SUV brand Jeep in the Middle East. The company offers a wide selection of off-road vehicles and SUVs, including models such as the Jeep Wrangler, the Jeep Grand Cherokee, and the Jeep Compass. The brand is particularly known for its rugged off-road capabilities, modern design, and innovative technology.
Thanks to the combination of powerful engines, luxurious features, and advanced safety equipment, Jeep has established itself as a popular SUV brand in the Middle East.
Ramadan is the Muslim month of fasting and the ninth month of the Islamic lunar calendar. According to Islamic belief, it was during Ramadan that the Quran was first revealed to Earth.
According to Islamic law, fasting is defined as abstaining from certain activities: these include consuming earthly substances, food, and drink, smoking, and sexual intercourse. Every Muslim who is of sound mind, of legal age, and physically capable is obligated to fast.
In addition to these practical aspects of the obligation to fast, there are several ethical and moral components that Muslims must observe during Ramadan. Slander, defamation, lies, and insults of any kind must be strictly avoided. In several Islamic countries, failing to observe the obligation to fast in public is prohibited by the state and is punishable by law.
GoSee : mideast.jeep.com
