MAGRABi's Campaign Is the Most Cinematic Thing You'll Watch This Season

MAGRABi is reimagining seasonal storytelling this Eid.

With a new Saudi-filmed campaign entitled See Through Our Eyes, the traditional brand film is transformed into an interactive, choose-your-own-adventure digital experience.

Rooted in the spirit of the season in Saudi Arabia, the concept invites audiences to explore Eid through four distinct cultural voices, with each reflecting a different rhythm of contemporary Saudi life while highlighting how perspective shapes everything we see.

Opening the narrative is actress and media personality Aseel Omran, whose Eid unfolds with cinematic intensity – from late-night gatherings, statement entrances and a sense of occasion that mirrors her on-screen world.

Meanwhile, Saudi national team and Al Hilal captain Salem Al Dawsari bring a contrasting energy, where the Eid holidays are defined by discipline, movement and floodlit training sessions that speak to community, patience and performance.

For Saudi actress Sumaya Rida, the season is quieter and more reflective, found in the pause between celebrations, the sound of coffee cups, and the textures of the city after dark.

And finally, filmmaker and Telfaz11 creative director Ali Kalthami captures Eid in motion, moving between Riyadh’s studios, markets and late-night gatherings to document a new era of Saudi storytelling.

Shot across Souk Al Zal, Wadi Hanifa and the King Abdullah Financial District skyline, the campaign is anchored in real locations that ground each journey in place and cultural identity.

At its core is a powerful idea: Eid is experienced collectively yet seen individually.

Through MAGRABi’s eyewear, vision becomes both literal and symbollic – a reflection of personal style, self-expression and the many ways the season is lived across the Kingdom today.

Blending fashion, film, technology and regional culture, See Through Our Eyes positions MAGRABi at the intersection of innovation and heritage, while celebrating the evolving face of Eid in Saudi Arabia.

Shop the full collection here.