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MAGRABi is reimagining seasonal storytelling this Ramadan.
With a new Saudi-filmed campaign entitled See Ramadan Through Our Eyes, the traditional brand film is transformed into an interactive, choose-your-own-adventure digital experience.
Rooted in the spirit of the Holy Month in Saudi Arabia, the concept invites audiences to explore Ramadan through four distinct cultural voices, with each reflecting a different rhythm of contemporary Saudi life while highlighting how perspective shapes everything we see.
Opening the narrative is actress and media personality Aseel Omran, whose Ramadan unfolds with cinematic intensity – from late-night gatherings, statement entrances and a sense of occasion that mirrors her on-screen world.
Meanwhile, Saudi national team and Al Hilal captain Salem Al Dawsari brings a contrasting energy, where post-iftar hours are defined by discipline, movement and floodlit training sessions that speak to community, patience and performance.
For Saudi actress Sumaya Rida, the month is quieter and more reflective, found in the pause before iftar, the sound of coffee cups, and the textures of the city after dark.
And finally, filmmaker and Telfaz11 creative director Ali Kalthami captures Ramadan in motion, moving between Riyadh’s studios, markets and late-night gatherings to document a new era of Saudi storytelling.
Shot across Souk Al Zal, Wadi Hanifa and the King Abdullah Financial District skyline, the campaign is anchored in real locations that ground each journey in place and cultural identity.
At its core is a powerful idea: Ramadan is experienced collectively yet seen individually.
Through MAGRABi’s eyewear, vision becomes both literal and symbolic – a reflection of personal style, self-expression and the many ways the holy month is lived across the Kingdom today.
Blending fashion, film, technology and regional culture, See Ramadan Through Our Eyes positions MAGRABi at the intersection of innovation and heritage, while celebrating the evolving face of Ramadan in Saudi Arabia.
Shop the full collection here.
