Producer & Director of Photography: Jean Ghalo  |  Co-Producer: Tanya K.  |  Assistant Producers: Rochelle Escobar, Marc Ghalo
Editor: Eliane Mallat  |  Cinematographers: Thomas Richardson, Nick Langmead  |  Photography: Jean Ghalo, Joseph Bassil  |  Sound: Tim Carnie
Behind the Scenes: Ralph, Joseph  |  Runners: Clevan Ricablanca, Jonathan Ramos

Behind The Scenes


Montblanc has now officially launched the Montblanc M writing instrument, created by Marc Newson. To promote the launch, HQ came up with an Instagram campaign that we took inspiration from for a campaign to implement in our market.


  • Use the Montblanc International Instagram campaign concept
  • Commission 1 artist in each of the 6 GCC countries
  • Each artist creates an artwork representing their country’s famous landmark through calligraphy
  • Using Montblanc M: smaller sketches
  • Using standard calligraphy pens: final display artwork (A1)
  • Audition to select the artists with the Montblanc management and PR agency teams


  • Create campaign material
  • Highlight the writing instruments
  • Generate content to enrich the PR story around the campaign and artists
  • Supply imagery for a booklet incorporating the full campaign
  • Leverage the artworks and collaboration with artists through in-store activations in the boutiques


  • PR portrait photos for all candidates
  • Images of artworks
  • Product shots
  • Campaign videos: individual + campaign overview + promos
  • Behind The Scenes video of the project