Luxury is remembered for what it creates and what it inspires.
A partnership between Commonwild and ONNA, bringing together documentary craft, cultural insight and luxury production to celebrate people, place and craftsmanship across the Middle East and beyond.
01 The Partnership
Two studios, one standard of craft.
Commonwild
Creative Production · Based in Dubai, collaborating worldwide
The story comes first. Commonwild shapes cultural positioning, narrative direction and story curation, finding what is true in a heritage and how it should be told, market by market. It then executive produces that story into being, assembling teams, partners and talent, and holding craft from first idea to final delivery. A documentary sensibility applied to luxury, with regional fluency across the Gulf.
ONNA
Luxury Media Production · Dubai, London and New York
Production built to luxury standards. ONNA delivers campaign direction, film, editorial and photography for houses including Aman, One&Only, Louis Vuitton, Bvlgari and Cipriani, holding visual identity to one standard across every market a house enters.
Together: a practice, not a production line. For every house we assemble the best talent for the work in hand, creative through execution, all of it held under one production leadership from positioning to final frame.
02 Shared Belief
Desire is built slowly.
Luxury does not persuade, it invites. A house is chosen for what people believe about it, and belief is built through story rather than frequency. We make work that earns attention instead of buying it, and that holds its value long after a campaign window closes.
03 The Work
Made for houses that do not shout.
Louis Vuitton, The Glass Magazine · Vogue x Condé Nast, The Relaunch · Nike, Vomero 18 · Mastercard, Sail Grand Prix
04 What We Offer Houses
One partner, positioning to premiere.
- 01Story curation & developmentCommonwild
- 02Creative & strategic directionONNA & Commonwild
- 03Luxury production, film & editorialONNA & Commonwild
- 04Brand partnerships & activationsONNA
- 05Post & finishingTalent Network
- 06AI integration, where it elevates the creativeTalent Network
05 The Formats
Many forms, one story.
A house rarely needs a single film. It needs a body of work that holds together, made once and used properly.
Short documentary portraits
The maker, the artisan, the custodian. One life told with care, at the length the story actually needs.
Brand hero films
The flagship. One story told at full craft, built to carry a launch, a season or a house.
Behind the scenes photography
Events, openings and initiatives documented as they happen, for archive, press and platform.
Social impact & CSR content
The foundation, the community, the craft being kept alive. Proof of what a house protects and who it lifts.
Editorial & campaign stills
Photography built alongside the film, so one production serves the campaign, the press pack and the feed.
Series & episodic platforms
A story with somewhere to return to. Formats that run across a year rather than a burst.
Every format delivered in the shapes each platform needs, vertical and social cut-downs included, cut with the same care as the master.
06 The Team
The people behind the work.
Nayla Chacra
Executive Creative Producer
Commonwild
Lebanese-Belgian, based in Dubai. A strategic and hands-on partner with two decades of experience across documentary and branded content. Transforming creative ideas into commercially viable projects, bringing together brands, partners, talent and distribution with a clear focus on strategic value.
Emily Lucas
Founder
ONNA
Tokyo-born, with a UK and US background and industry experience. Creative Producer and Strategist for luxury brands across fashion, beauty, hospitality and editorial. Brand-side at Net-a-Porter Group, producing MR PORTER's editorial, commercial and brand partnerships. Direct-to-client relationships with Aman, One&Only and Condé Nast, and production partner to agencies for Columbia, Mastercard and Nike.