Building cinematic brands for the names shaping Kuwait and the Gulf.

From the identity through to the launch films, everything arrived composed. We didn't open a shop, we premiered one.

Our social had always been an afterthought handled by whoever was free. CIMA turned it into the best looking thing we own, and it now sets the tone for everything else.

They treat a product shot like a film still.

Strategy, identity and content all sat with the same people, so nothing drifted between stages. By the end it felt like one idea rather than three agencies arguing politely.

We had been handed the same Gulf clichés by three studios before this. CIMA asked who we were actually speaking to in Kuwait and built from the answer.

Our Ramadan activation was the first campaign we have run where the on-ground experience and the online one felt like the same brand. Nothing had to be explained twice.

They pushed back on our first brief, which nobody enjoys hearing, and they were right. The work we ended up with is the reason we still send them everything.

The identity had to work across Kuwait, Riyadh and Dubai without being redrawn each time. It does, and in Arabic as well as English.

We asked for something that would not shout, in a market where everything does. What they delivered is the calmest thing in our category and it gets noticed more than the loud work ever did.