The House of Amouage video ad

Guardians of the Roses: A Story Shaped by Legacy Rooted in the highlands of Al Jabal Al Akhdar, the bond between Amouage and the Rock Rose has long shaped the essence of the House. This enduring connection now finds new expression through a cinematic interpretation. Commissioned by Amouage, Tunisian-French creative director Taqwa Bint Ali brings this story to life in an intimate short film that reflects on legacy and the quiet ties that connect generations. Through the evolving relationship between a father and son, the narrative explores a more nuanced expression of inheritance, that is about carrying forward meaning on one’s way. The Rock Rose emerges as a living metaphor, fragile in appearance yet enduring in essence, symbolizing knowledge, resilience, and heritage. Much like transmission itself, it is something to be nurtured, protected, and passed on. Beyond the fields, the landscape reveals itself as a living space, where work, family and daily life coexist, grounding rhe story in both reality and emotion. Accompanied by an original score by Seiji Champolion, inspired by the emotional depth of composers such as Hans Zimmer, the film unfolds with a deliberate rhythm. Light shifts from sunrise to sunset, and the pacing reflects the duality of the harvest itself, both patient and precise, bout by a fleeting moment in time. Shot on location with an Omani production team, the film draws its authenticity from close observation and lived experience, capturing nuances often unseen. Beyond honouring the Rock Rose, the narrative becomes a reflection of the essence of Amouage - offered as a gift from Oman to the world, expressed through culture, artistry, and emotion. Written and directed by @taqwabintali A @studioharaka production Producer @samutasem DOP @mathiaszivanovic 1st AD @dalalfirst #RoseHarvest #GuardiansOfTheRose #Oman #Amouage #JabalRose