Gucci Nojum
Versana Productions ran local production servicing for the Gucci Nojum Ramadan campaign, produced by Amazed By in Milan with creative by Art Factory Studio, filmed across the Sharjah Desert for the GCC and MENA launch. Over three shoot days, the production brought together 105 crew, 45 vehicles, children's casting, international talent, unreleased wardrobe, and full desert logistics across Dubai prep and the Sharjah Desert location.
105
Crew
45
Vehicles
3
Shoot Days
60
Children Auditioned
THE BRIEF
Speed, Scale, and Luxury-Level Control in Ten Days.
With a ten-day preparation window, the campaign needed a local production structure that could move quickly without lowering the standard a global luxury house expects. The shoot covered stills and motion in the desert, flown-in talent, children's casting, fittings, unreleased wardrobe, product security, hospitality, catering, and base camp, with controlled movement between Dubai and the Sharjah Desert. The challenge was less the scale than the coordination: PPM preparation, location scouting, recce and director's scout, crew hiring, equipment coordination, wardrobe flow, security, and family movement for child talent. Every layer had to hold on the day, at once.
VERSANA'S ROLE
The On-Ground Production Behind a Global Luxury Campaign.
Versana Productions led the local production in the UAE, turning the global creative into a working desert shoot. From budgeting, scouting, permits, and crew hiring to casting coordination, fittings, artist travel, hotels, transport, catering, base camp, equipment coordination, and wardrobe security, Versana carried the local production layer end to end. Throughout, Versana worked hand in hand with Art Factory Studio, the creative studio behind the campaign, translating creative intent into what the desert, the schedule, and the talent required. Work moved between preparation in Dubai and execution in the Sharjah Desert: the recce, the director's scout, the PPM, supplier alignment, and a controlled environment around talent, wardrobe, crew, families, and client movement.
RESPONSE & EXECUTION
Three Workstreams. Three Days. One Standard.
The production ran across three connected workstreams: production logistics, casting and fittings, and creative production support. Each carried its own demands, and all moved as one system between Dubai prep, desert access, shoot timing, wardrobe handling, and talent care. Ahead of the shoot, Versana built the practical production layer: location scouting, recce planning, supplier alignment, equipment coordination, rigging and pre-light, catering, base camp, comfort areas for heat, and overnight security for key assets. On the ground, Versana led the shoot with support from Magnet Connect, keeping communication clear between crew, talent, families, suppliers, drivers, and client teams so every unit moved in step.
The Gucci Nojum campaign launched as a standout Ramadan release across the GCC and MENA. Versana delivered the local production behind it against a ten-day window and a full desert build, with the control and standard a global luxury house expects.
PRODUCTION PROOF
What Versana Handled on the Ground
Location Scouting
Versana identified and secured the desert site, then supported the recce and director's scout around terrain, sun path, vehicle access, base-camp position, and the needs of both stills and motion units.
Casting, Fittings & Talent Care
The campaign called for children's auditions, model coordination, fittings, and artist travel, with careful movement of child talent and their families to and from the desert. Versana kept that layer organised, timed, and supported on the ground.
Crew, Equipment & Unit Logistics
Versana coordinated crew hiring, equipment movement, supplier support, catering, vehicles, rigging and pre-light, hotels, and shoot-day scheduling, keeping the unit moving between Dubai and the remote location.
Wardrobe, Security & Set Operations
Unreleased wardrobe and product required controlled handling throughout. Versana ran wardrobe flow, fitting coordination, overnight security, base camp, client needs, and daily set operations at the campaign's luxury standard