The Pursuit of Magnificence

Liquid magic is the only way to describe the Mill+'s spot that celebrates Ramadan - which began last week and lasts until the end of the month.

Commemorating the elegance, mystery and history of the Middle East and promoting Cartier's designs, the ad's poem was written by art director Kinda Akash who based it on literature, fables and oral stories from the region to tell the story of Jacques Cartier on his voyage to the East.

"This [method] ultimately allowed us to draw strong parallels between both Cartier and the region’s histories and innovative future vision,” says Akash.