To mark the Holy Month of Ramadan, Cartier is unveiling a series of short films entitled The Pursuit of Magnificence. The 3-part series (the first of which is embedded above) explores Jacques Cartier’s first expedition in the Gulf.
This 40-second film is a first-time collaboration between Cartier Middle East and award-winning creative studio Mill+ and was directed by Ben Smith and art director Kinda Akash. The team enlisted the storytelling talent of Georges Kurdahi to deliver the narrative of “To Al Jazeera.”
Poignant for Ramadan in its reflective nature – with the second and third chapters to be released on Eid Al-Fitr and Eid Al-Adha – The Pursuit of Magnificence brings to life the journals of Jacques Cartier. The potted history takes us back to 1912, when Cartier and a small team embarked on an expedition to Arabia in search of pearls and new trade partners for the maison’s fine jewelry collections, launching a connection to the region that now spans more than a century.
The first release of The Pursuit of Magnificence by Cartier and Mill+ is embedded above. The second chapter will be out in late June, followed by the third in September.