New Jumeirah campaign illuminates the beauty of Arabic hospitality | News
Jumeirah, the global hospitality group and member of Dubai Holding, has unveiled Our Flame – a new cinematic campaign that captures the essence of Arabian hospitality through a powerful visual and emotional thread: light travels from one soul, one destination to the next.
Intended as a brand poem rather than a conventional commercial, the campaign video is written and narrated by award-winning Emirati poet Shamma Al Bastaki and directed by acclaimed Ghanaian Dutch filmmaker Emmanuel Adjei. Together they create an artistic reflection on what it means to be present, welcome and connect – values rooted in the region’s long tradition of warmth and generosity.
The short film follows a flame-like glow, inspired by the flame in the Jumeirah logo, as it moves through Jumeirah’s portfolio – from the architectural icons of Dubai to the cliffs of Capri and the overwater villas of the Maldives. Rather than representing a specific hotel, the light symbolizes a feeling; the quiet, meaningful gestures that define true hospitality: a door opened, a cup offered, a moment shared.
Shamma Al Bastaki, a leading voice in the UAE’s contemporary literature scene, brings a lyrical, bilingual narrative to the film. Her words explore themes of memory and place, drawing on her deep cultural roots and poetic sensibility to convey the emotional texture of being hosted and truly seen in Jumeirah.
Shamma Al Bastaki said: “I was drawn to Jumeirah’s vision for the film as a creative collaboration of images and verse, with light as the protagonist. I wanted the script to move like a contemporary echo of one of our oldest stories: strangers growing familiar around firelight, tracing flames and starlight, to tell stories, create poetry, meet, connect and find their way home.”
The film is directed by Emmanuel Adjei, the Ghanaian Dutch creative known for his visually arresting works that bridge the gap between visual art, fashion and film. With a portfolio that includes collaborations with Beyoncé (Black Is King), Jay-Z (Adnis), Madonna (Dark Ballet) and luxury houses like Mugler and Tiffany & Co., Adjei brings a nuanced global eye to the world of Jumeirah. His direction in Our Flame reflects both scale and intimacy; vast landscapes make way for meaningful gestures, where light is used as an invitation rather than a spectacle.
“When I first thought about how to bring Jumeirah’s hospitality to life on screen, the image that came to mind was simple: warmth. Not just in a physical sense, but also in the way a gesture, no matter how small, can make someone feel truly seen and cared for,” says Adjei. “I wanted to show hospitality as something real: living and breathing. It’s not just about a service; it’s about belonging.”
The campaign launches today and will premiere with a 90-second film shared across select owned and paid channels, followed by a 30-second clip that will be distributed more widely. It will also be part of private brand engagements and cultural showcases in 2026.
Check out Our Flame on the official website and watch the cinematic campaign. For more information, visit jumeirah.com and stay connected via social channels @Jumeirah.
