Season of Wulfa – Ramadan Cultural Campaign

This photography project was created for Dubai Economy and Tourism as part of Season of Wulfa, a new citywide cultural initiative launched by Sheikh Hamdan bin Mohammed for 2026. The programme celebrates Emirati traditions during Hag Al Laila, the Holy Month of Ramadan, and Eid, with cultural activations taking place across Dubai during February and March.

Produced by Artology and photographed by Jure Ursic, the assignment required capturing all three celebrations within a single production day. The shoot took place across several locations in Al Seef Dubai, including the neighbourhood streets and Al Seef Heritage Hotel. Working across multiple scenes in one day required a flexible setup using a production van on location, allowing the team to quickly move between sets and lighting environments.

The imagery focused on authentic moments representing each celebration. Hag Al Laila scenes highlighted children collecting sweets and families gathering in decorated streets. Ramadan visuals captured evening gatherings and the atmosphere of reflection associated with the Holy Month, while Eid scenes focused on celebration and community moments along the Al Seef waterfront.

The final images combine Ramadan photography, advertising photography, and lifestyle photography, creating visuals designed for a citywide tourism campaign that celebrates culture, generosity, and togetherness during this special time of the year.

You can explore more projects produced for Dubai Economy and Tourism here. To see additional lifestyle photography campaigns and cultural projects, visit here. If you are planning a cultural campaign or tourism project, please contact us here.