FROM SUNRISE TO SUNSET 2024

Last year, we produced a campaign film that introduced the idea that training and fasting can coexist, showcasing a journey beyond sports and the beauty of the Ramadan season.

This year, we wanted to dive deeper and provide tools on how the two can coexist, with a more lighthearted and refreshing film that includes a bigger community of all age gaps. Whether you're a teenager or a grandparent, everyone should be able to see themselves in this film. We also aimed to involve non-Muslims in the narrative, encouraging them to connect with the subject and gain more knowledge.

In creating a more playful film, the focus was on highlighting that it's a sports campaign, ensuring that the individuals in the film are recognized as Muslims while also emphasizing their identity as athletes.