First & Last introduces a new direction for PAC Beirut Duty Free.
Created by VIPMINDS US LLC and directed by Samir Syriani, the film was developed around the brand signature Between Home and Away. The campaign shifts the focus from products to people, recognizing the emotions surrounding travel and the experiences shared by generations of Lebanese families.
Rooted in the Lebanese experience, the film reflects a reality in which leaving is rarely a simple departure and returning is never just an arrival. For the Lebanese creative and production team behind it, the story felt deeply personal. Everyone involved recognized something of their own experience in its goodbyes, distance and homecomings.
The film is PAC Beirut Duty Free’s tribute to those leaving in search of new opportunities, those coming back to the people they love and those waiting to welcome them home.
Featuring original music composed specifically for the film by Anthony Sahyoun, First & Last marks the beginning of PAC Beirut Duty Free’s next chapter, placing storytelling, customer experience and long-term brand building at the heart of its communication.