A new Jumeirah campaign highlights Arabian Hospitality in cinematic tribute in collaboration with Shamma Al Bastaki and Emmanuel Adjei
Jumeirah, the global hospitality group and member of Dubai Holding, has unveiled ‘Our Flame’ which is a new cinematic campaign that captures the essence of its Arabian hospitality through a powerful visual and emotional thread. The campaign video is written and narrated by award-winning Emirati poet Shamma Al Bastaki and directed by acclaimed Ghanaian Dutch filmmaker Emmanuel Adjei.
Shamma Al Bastaki said: “I was drawn to Jumeirah’s vision for the film as a creative collaboration of visuals and verse, with light as its protagonist. I wanted the script to move as a contemporary echo of one of our oldest stories: strangers becoming familiar around firelight, tracing flame and starlight, to tell stories, make poetry, be met, connect, and find their way home.â€
Launching today, the campaign will premiere with a 90-second film shared across select owned and paid channels, followed by a 30-second cut that will be distributed more widely. It will also form part of private brand engagements and cultural showcases throughout 2026.
