Dubai · Guide for photographers, filmmakers and brands
“Ramadan content is shot in winter. By the time the crescent is sighted, it's already live.”
Ramadan 2027 is expected to begin around 8 February, with Eid al-Fitr around 9 or 10 March, depending on the moon sighting. That means campaign content has to be briefed in November, shot between December and mid-January, and approved before February. This guide covers the calendar, how to shoot Ramadan and Eid in one production, the look, the cultural details, and what changes if you shoot during the month itself.
Charlotte Tilbury Eid campaign
01 · The calendar
Work back from the first night
Ramadan is the busiest advertising season of the year across the Middle East, so studios, crews and talent book up early. A plan that works:
| When | What happens |
|---|---|
| October to November | Brief, concept, moodboard, talent and location holds |
| December to mid-January | The shoot: Ramadan and Eid looks in the same production |
| Mid to late January | Edit, retouching, Arabic and English versions, approvals |
| Early February | Teasers live in the days before the first night |
| During Ramadan | Evening-led posting, when people are watching after iftar |
| The last days of Ramadan | Eid assets go live, already shot in December |
Illustration (AI): the shoot window is set by the calendar, not by the brief.
Dates: The National, expected Ramadan 2027 and Eid al-Fitr dates. Dates are confirmed by moon sighting. Season: LBB Online, producing for Ramadan.
02 · One production
Shoot Ramadan and Eid on the same days
The two moods are different, but the crew, location and talent can be the same. Split the day by look instead of booking two shoots.
Ramadan: the evening
Warm, low light. Lanterns and practical lamps, deep greens, midnight blues and gold. Calm, reflective, the hour before and after iftar.
Eid: the celebration
Brighter and more festive. Gifting, getting ready, new outfits, family warmth. More colour, more movement, more sparkle.
Order the day by light
Shoot the bright Eid set first, then lower the light and change props for the evening Ramadan look. Resetting from bright to dark is faster than the other way round.
Leave space for copy
Both looks will carry Arabic and English text. Frame with clean space on one side so the type can sit on the image without covering the product.
03 · Worked example
Charlotte Tilbury, an Eid billboard
For the Charlotte Tilbury Eid campaign, the billboard and the film were made together. A deep blue, star-lit backdrop carried the night-sky feeling of Eid, while the product stayed in hand and in focus in every frame.
Make-up by Ido Raphael and hair by Dani kept the look polished but soft, which is what an Eid audience expects from a beauty brand: festive, never loud.
What made it work for a billboard: one strong colour behind the model, the product held close to the face so it reads from a distance, and a single clean gesture per frame.
04 · Cultural details
The things audiences notice
Modest by default
Covered shoulders and longer hemlines for most Ramadan content. Brief the stylist early, so options are on set rather than improvised.
Get the iftar table right
Dates and water come first, then the meal. Audiences notice when a table looks staged by someone who has never broken a fast.
Spirit before product
Ramadan campaigns that perform lead with generosity, family and reflection. The product supports the moment; it doesn't interrupt it.
Check the Arabic
Have a native speaker approve every line of Arabic copy and every greeting before it goes on an image.
05 · During the month
If the shoot falls inside Ramadan
Sometimes a campaign has to be shot during the month. In the UAE, private-sector working hours are cut by two hours a day during Ramadan, and many of your crew and talent will be fasting.
Shorter days. Plan for a six-hour working day, not eight.
Mornings for effort. Put the demanding set-ups early, when energy is highest.
Stop for iftar. Break at sunset, provide dates and water, and start again after the meal if you need night scenes.
Eat discreetly. If some of the team are not fasting, keep food and drink out of sight on set.
Source: UAE Ministry of Human Resources and Emiratisation, Ramadan working hours.
06 · Deliverables
What to deliver, and when people watch
| Asset | Shape | Notes |
|---|---|---|
| Billboard and print | Horizontal and vertical | Large clean area for Arabic and English copy |
| Reels, TikTok, Stories | 9:16 | Cut for evening viewing after iftar |
| Feed posts | 4:5 | One Ramadan set and one Eid set |
| E-commerce | 1:1 or 4:5 | Gift sets and limited editions |
Engagement during Ramadan moves to the evening and late night, after iftar, so schedule the strongest posts for then rather than the usual lunchtime slot.
Source: Campaign Middle East, Ramadan ad trends and audience insights.
07 · Checklist
Book these by the end of November
1. Concept and moodboard for both looks: Ramadan evening and Eid celebration.
2. Talent, hair, make-up and a stylist with a modest wardrobe brief.
3. One location that can play night and day, plus the permit if it's commercial in Dubai.
4. Props: lanterns, dates, tableware, gift packaging.
5. Edit and approval time in January, with Arabic copy checked by a native speaker.
FAQ
Common questions
When does Ramadan 2027 start?
It is expected to begin around 8 February 2027, with Eid al-Fitr around 9 or 10 March. The exact dates are confirmed by moon sighting.
When should brands shoot Ramadan campaigns?
Brief in October or November and shoot between December and mid-January, so edits, Arabic versions and approvals are finished before February.
Can Ramadan and Eid content be shot on the same day?
Yes. Use the same crew, talent and location and split the day by look: the bright Eid set first, then the warm evening Ramadan set.
What are working hours in the UAE during Ramadan?
Private-sector working hours are reduced by two hours a day during Ramadan, so plan shoot days of about six hours.
When should Ramadan content be posted?
Evenings and late nights after iftar, when viewing and shopping peak during the month.
Written by Joshua Swain, who shoots beauty and commercial campaigns in Dubai and London. Read the Dubai shoot permit guide, or see the portfolio.