Today is the start of Ramadan 2012.
Throughout the Muslim world approximately 1.8 billion people celebrate the holy month of Ramadan by fasting between sunrise and sunset.
A couple of months ago Ogilvy Dubai asked me to shoot a campaign to promote Coca Cola as the ideal drink to break the fast after sunset. It was important that the lighting was warm and suggestive of the moments just after twilight. We had a cast of fifteen models to shoot over three days and a large part of the action took place outside in the evening in sticky temperatures of 30C.
The ads are being used throughout the Middle East, North Africa, Turkey and Pakistan.