Background

Every year muslims around the world celebrate Ramadan by sending messages and cards to friends and family.

In our digital modern era that usually means sending a picture on Whatsapp.
The problem is - every year people share the same few generic and badly designed images from the first page of a quick Google Image search.

We were asked - how can Google improve this?

Our Idea

Collaborating with 9 world-class Islamic calligraphers, we created unique, intricate calligraphic messages in VR that could be customised and shared to anyone from all over the world.

Connecting the ancient tradition of Islamic calligraphy with a modern, digital world through Google’s partnership with Tilt Brush.

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We wrote and directed the launch film, travelling to Istanbul to document the piece created by renowned calligrapher Soraya Syed.

Match cutting the movements she made in VR with the marks in her calligraphy, we used these connected movements to visualise what she was creating in the physical 3D space.