To mark the glorious celebration of UAE’s 50th National Day, Swiss watch brand Richard Mille is making this very moment timeless with its new UAE National Day campaign. Named ‘Above the Clouds’, it falls in line with the country’s dedication to reaching above and beyond with its record-breaking milestones.
‘When Richard Mille Middle East asks how they could participate in the UAE’s golden jubilee, I saw the unlimited potential of what an incredible visual and auditory experience this could be. I asked Pierre-Edouard Edelmann, the director of photography and NorthStar, the creative agency, to accompany me on this project,” said Guillaume Mille. “When we screened the clip for the first time, beyond the breathtaking images, I was deeply touched to see the emotion and the impact this video aroused in viewers. I think this is the best tribute we could offer for the 50-year anniversary of a fantastic city.”
Directed by Guillaume Mille and composed by musician and member of the Richard Mille family Thomas Roussel, the ‘Above the Clouds’ campaign takes you through a nostalgic and musical narrative in honour of the UAE and its rich history. A testament to the campaign title, it features record-breaking shots of the Burj Al Arab and its coveted views from the top.
The video also dwells into the UAE’s rise throughout these 50 years capturing cinematic shots of the luxe Dubai hotel:
“Shot from dawn to dusk on the helipad of the Burj Al Arab, delivers a compelling experience that awakens the senses. It captures the journey of the sun as it moves from one horizon to the next, abstractly envisioning the passage of time. The dawn, a representation of the UAE’s past, is musically reimagined in a neo-classical style by Thomas Roussel at the keyboard. The deliberate additions of musicians and instruments, one at a time, reflects the storytelling approach of the composition with technical precision.”
To find out more about Richard Mille and ‘Above the Clouds’, click here.