A new campaign by Tiffany & Co. shines a light on three influential Saudi women, celebrating their contributions to the Kingdom’s evolving cultural and professional landscape in honor of Saudi National Day.
Tiffany & Co. marked Saudi National Day by launching a campaign that highlights the achievements of three prominent Saudi women, showcasing their roles in shaping the Kingdom’s creative, cultural, and professional environments. The campaign, set against the historic backdrop of Diriyah, features Her Royal Highness Princess Deemah bint Mansour bin Saud Al Saud, journalist and television presenter Weam Al Dakheel, and rally driver Mashael Al Obaiden. Each of these women represents a different facet of ambition and individuality in the Kingdom.
Celebrating Individuality
The campaign is directed by Saudi artist and filmmaker Hayat Osamah, who aims to portray Saudi women as distinct individuals, each with her own narrative. In her words, “I wanted to show Saudi women as individuals, each with her own presence, personality, and story.” Osamah elaborates that the visual language of the campaign blends architectural elements with light, movement, and intimate details, allowing the women to feel connected to their surroundings while expressing their unique identities.
Princess Deemah’s Vision
Princess Deemah, a key figure in Saudi Arabia’s fashion and creative industries, serves as the founder of Personage and a board member of the Fashion Association. She reflects on the importance of presence and individuality, stating, “Presence isn’t about catching someone’s eye; it is the impact and impression you leave behind.” Her perspective aligns with the Kingdom’s ongoing evolution, emphasizing that identity is a dynamic journey that grows with individuals while distinguishing them from others.
Weam Al Dakheel’s Trailblazing Journey
Weam Al Dakheel has made significant strides in regional media, notably becoming the first Saudi woman to anchor the main evening news bulletin on Saudi TV in 2018. Reflecting on her career, she notes, “The most beautiful thing about certain beginnings is that we live them without knowing they will be our beginnings.” Al Dakheel’s journey illustrates the importance of paving the way for future generations while acknowledging the foundational moments that propel individuals forward.
Mashael Al Obaiden’s Motorsport Milestone
Mashael Al Obaiden has carved a path in the male-dominated world of motorsport, becoming the first Saudi woman to obtain a rally driving license. Her competitive spirit has led her to participate in international events, including the prestigious Dakar Rally, where she has achieved notable podium finishes, such as at the Hail International Rally. Al Obaiden’s narrative is one of resilience and an unwavering commitment to embracing challenges in pursuit of her dreams.
A Cohesive Visual Narrative
Osamah’s approach to the campaign emphasizes the individuality of each woman while presenting a cohesive visual narrative. She states, “I wanted each woman to keep her own flow and personality rather than applying the same approach to all three.” The campaign interlinks their stories through composition, movement, reflections, and subtle details, allowing the visual storytelling to transition smoothly from one woman to another.
Diriyah: A Symbolic Location
The campaign was filmed at Shamalat, a creative space in Diriyah founded by artist Maha Malluh. This location, situated within a restored traditional mud house, merges original architectural features with contemporary creative elements, symbolizing the intersection of Saudi heritage and its progressive cultural landscape. Osamah describes Diriyah as possessing a deep connection between history and the present, making it an ideal backdrop for the stories being told. She adds, “Shamalat gave us a more intimate setting where we could work with its textures, architecture, and light, without making the location feel like just a backdrop.”
Jewelry as an Expression of Identity
The jewelry featured in the campaign reflects the individuality of each woman. Princess Deemah dons Tiffany & Co.’s Bird on a Rock, an iconic motif reimagined by Chief Artistic Officer Nathalie Verdeille, while Weam Al Dakheel showcases pieces from Bird and Wings Fine Jewellery alongside Sixteen Stone by Tiffany. Mashael Al Obaiden is adorned with HardWear by Tiffany, which embodies energy and resilience through its bold design. Each piece serves as an extension of the women’s journeys and aspirations.
Conclusion: A Forward-Looking Perspective
Through this campaign, Tiffany & Co. not only honors the achievements of these three women but also emphasizes the diverse ways in which Saudi women are influencing the Kingdom’s cultural, creative, and professional trajectories. By bringing together individuals from different fields and generations, the film transcends personal milestones, offering a broader vision of the opportunities and possibilities that lie ahead for Saudi women while paying homage to the heritage that shapes their path.
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