The Trip.
To launch Saints-Pères in Dubai, The Refreshment Club made a fully AI-produced film that follows the brand's shopping bags from Paris to the Gulf, revealing the destination only in the final shot.
- Brand
- Saints-Pères Paris
- Agency
- The Refreshment Club
- Market
- UAE
- Region
- GCC
- Year
- 2026
The challenge
The Paris porcelain house was making its first move into the Middle East and needed to announce its arrival to a new audience while keeping the restraint of a French maison.
The idea
The shopping bags are the main character: a Paris taxi carries them across the city, ground crew rush them over an airport tarmac and an Emirati driver loads them into a vintage car on a desert road, with the Burj Khalifa appearing only at the end. The film was produced entirely with AI and ran on the brand's own social channels and in earned media from 17 May to 31 August 2026.
Case study source: Campaign Middle East Source ↗
Credits
- Creative Director
- Onur Kece
- Creative
- Michelle Van Eyssen
- Creative
- Thibault Chaplain
- Editor and Grader
- Antoine Blanchet
- Account Manager
- Maude Mareschi
- Strategist
- Mark DeLuca
