A Kuwaiti production house, Shareet Studios, has stunned the world with a Ramadan campaign for luxury tableware brand WABA. Directed by Mohammed AlNashmi, the film blends Gulf traditions with cinematic mastery, earning over 5.6 million views and global acclaim for its hypnotic sound design, symmetry, and message of unity.
In the crowded world of advertising, where campaigns often struggle to break through the noise, a film from Kuwait has managed to capture global attention with breathtaking precision. The Ramadan campaign for WABA, a luxury tableware brand, has become a viral sensation, amassing more than 5.6 million views—more than the population of the country it hails from. The ad, crafted by Shareet Studios under the direction of founding partner Mohammed AlNashmi, is being hailed as a masterclass in editing, match cuts, symmetry, and sound design. It is not just an advertisement; it is an audio-visual experience that has transcended borders, resonating with audiences far beyond the Arab Gulf.
The story of how this campaign came to life is as compelling as the film itself. WABA, known for its Arab Gulf-inspired designs and cultural authenticity, entrusted Shareet Studios with its most important season of the year: Ramadan. For a brand steeped in tradition, the stakes were high. Ramadan is not only a spiritual and cultural moment but also a commercial peak, and the campaign needed to embody both reverence and resonance. Mohammed AlNashmi and his team saw an opportunity to create something that would not only honor WABA’s roots but also unite the diverse cultures of the Gulf states in a single cinematic narrative.
“We came up with the idea of incorporating different styling and people from those Gulf states—Kuwait, Saudi Arabia, Qatar, Bahrain, Oman, United Arab Emirates—into one video, working together in harmony,” Mohammed recalls. The concept was simple yet profound: celebrate uniqueness while highlighting unity. The campaign’s core message, ‘One Taste,’ was designed to embody the social spirit of Ramadan, a time when families and communities come together around shared meals and traditions.
But the journey from concept to execution was far from straightforward. Mohammed admits that getting approval for the idea was the hardest part. “It was very difficult to try to sell an idea that had no close reference to what I wanted to achieve in this video. The client was extremely understanding and they believed that it would be a great risk to create something that is unknown, but they were ready to take that risk with us,” he says. That leap of faith from WABA allowed Shareet Studios to push boundaries and create something that had never been attempted in the region’s advertising landscape.
The final product is a hypnotic interplay of sound and image, where every cut, every beat, and every frame feels meticulously orchestrated. The ad’s immersive quality has been compared to a symphony, where visual rhythm and audio cues merge seamlessly to create an almost meditative experience. This alchemy was inspired by a blend of influences: Jindal’s 2024 brand film, The Steel of India, and one of Mohammed’s own earlier works, a 10-year anniversary commercial for AlMakan. Both projects had demonstrated the power of marrying cultural storytelling with cinematic craft, and Mohammed sought to elevate that approach for WABA’s Ramadan campaign.
The film’s success lies not only in its technical brilliance but also in its emotional resonance. Ramadan is a season of reflection, generosity, and community, and the ad captures that essence without resorting to clichés. By showcasing people from across the Gulf states, each with their distinct traditions and styles, the film celebrates diversity while reinforcing the idea of unity. It is a visual metaphor for the shared values that bind the region together, and audiences worldwide have responded to that authenticity.
Social media has played a pivotal role in amplifying the campaign’s reach. Praise has poured in from across continents, with viewers marveling at the film’s artistry and emotional depth. For many, the ad has become a cultural touchstone, a reminder that powerful storytelling can emerge from unexpected places. Kuwait, often overlooked in the global advertising arena, has suddenly found itself in the spotlight, thanks to Shareet Studios’ bold vision.
The numbers speak for themselves. With over 5.6 million views, the film has achieved a level of visibility that rivals major international campaigns. For a country with a population of around 4.5 million, the fact that the ad has been watched more times than there are people in Kuwait is a testament to its viral power. It is not just a regional success story; it is a global phenomenon.
For Shareet Studios, the campaign marks a defining moment. Founded by Mohammed AlNashmi, the agency has built a reputation for pushing creative boundaries and delivering work that resonates beyond its immediate market. The WABA Ramadan film has cemented its status as a creative powerhouse capable of producing world-class content. It also underscores the growing influence of Gulf-based agencies in the global advertising landscape, where cultural authenticity and cinematic craft are increasingly valued.
The film’s impact extends beyond brand recognition. It has sparked conversations about the role of advertising in cultural storytelling, demonstrating that campaigns can be more than just vehicles for selling products. They can be platforms for celebrating heritage, fostering unity, and creating shared experiences. In an era where audiences are increasingly skeptical of traditional advertising, the WABA Ramadan film stands out as an example of how authenticity and artistry can win hearts and minds.
Mohammed himself sees the campaign as a milestone not just for Shareet Studios but for the region’s creative industry. By taking risks and embracing innovation, he believes Gulf-based agencies can compete on the global stage. “This project showed us that if you believe in your idea and execute it with passion, it can resonate anywhere,” he says. His words reflect a growing confidence among creatives in the region, who are eager to showcase their talent to the world.
The WABA Ramadan film is more than an ad; it is a cultural artifact that captures the spirit of a season and the essence of a region. Its success is a reminder that great storytelling knows no borders. Whether in Kuwait or New York, Mumbai or London, audiences respond to narratives that are authentic, immersive, and emotionally resonant. Shareet Studios has proven that with vision, courage, and craft, even a small country can make a big impact.
As the film continues to circulate online, its legacy is already taking shape. It has set a new benchmark for Ramadan campaigns, inspiring brands and agencies to think beyond conventional approaches. It has also elevated WABA’s profile, positioning the brand as not just a purveyor of luxury tableware but a symbol of cultural unity. For Shareet Studios, it is a triumph that will be remembered as the moment Kuwait announced itself on the global advertising stage.
In the end, the WABA Ramadan film is a testament to the power of creativity. It shows that when tradition meets innovation, and when risk is embraced rather than avoided, the results can be extraordinary. For audiences around the world, it is a reminder that advertising, at its best, is not about selling but about storytelling. And for Kuwait, it is proof that even the smallest nations can produce work that resonates across the globe.
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