Featured Projects

Global Awareness Campaign & Ignition Video

CLIENT: RCRC - Noor Riyadh

INDUSTRY: Government ( Arts & Culture )

ROLE: Creative Lead & Art Director

SCOPE: Creating the idea and concept, Video Direction, Storyboard, OOH, Social Media design

The Challenge

Create a launch campaign that would engage both local and international audiences while encouraging them to explore multiple festival destinations, each offering a unique artistic experience.

Creative Concept

Light was reimagined as more than a visual element. It became a sensory experience that sparks emotion, curiosity, and human connection, transforming audiences from spectators into active participants.

Creative Direction

Inspired by Light Years Apart, the visual narrative portrayed light as a bridge between Earth and the stars, connecting people, places, and experiences through a shared journey of creativity and discovery.

Visual Direction

The Spotlight
A single spotlight became the campaign's defining visual element, symbolizing discovery, connection, aspiration, and unity while guiding audiences through an emotional journey of art and light.