Rolls-Royce
Exceptional Encounters
In a region where luxury often shouts, we chose to whisper. Rolls-Royce isn't just a car, it’s a symbol. But in a saturated market filled with high-gloss campaigns and louder-than-life ads, we saw an opportunity to do something more meaningful: redefine how luxury is communicated. Instead of selling the Rolls-Royce Dawn through traditional advertising, we turned it into an object of art, something to be discovered, not pushed.
We partnered with renowned photographer Richard Allenby-Pratt, who has spent over a decade capturing the soul of the Middle East. Equipped with a 50-year-old camera and a century-old lens, he took the Dawn on a personal road trip through deserts, mountains, cities, and villages. Each image, rich with atmosphere and restraint, treated the car not as the subject but as part of the landscape. Alongside analog artistry, we used digital content to document the journey in real time, blending the old and the new.
The photographs became the centerpiece of a curated gallery experience installed inside Rolls-Royce showrooms across the region. Walls were transformed into blank canvases, then filled with striking images that elevated the brand’s narrative, inviting visitors to engage, not just observe. It was a subtle yet powerful shift from showroom to gallery, from advertising to storytelling.
Polaroids.
The result was both visually arresting and commercially effective. Media picked up the story, audiences shared it organically, and Rolls-Royce reaffirmed its place not just as a maker of cars but as a curator of culture. The Dawn Gallery proved that in the right hands, even a product launch can become a work of art.
Photography Odyssey Through the Middle East.
Richard Allenby-Pratt
Richard divides his time between the UK and the Middle East. Most of his commissioned work is in the advertising and design industries and he is well known for his automotive and location work in particular.
In recent years Richard has become increasingly focused on personal projects and exhibiting them. This work has appeared in Galleries, Art Festivals and Museums around the world; and is regularly featured in international media, both print and digital. Please see the individual project galleries for more information.
Credit
Kazuko Yokoe: CD Content | Moby Samaan: AM | Rolf Eggers: ACD