Mohammed Alshoaiby

National Day for the country's largest company is a brief everyone has answered, usually the same way. We answered it with a story: a child, the youthful spirit of Saudi Arabia, carries a letter from founder King Abdulaziz to King Salman, travelling through the decisive moments of the country's history without aging a day.

The film launched on an interactive microsite built on Aramco's own archive. 4.5M views and the Media Excellence Award, National Day track.

For the largest 5G launch in the Middle East, Europe, and Africa, we edited one word of Zain's famous slogan: "A Beautiful World" became "A New World", and built the campaign on what that word change promised.

The film scored the future to the song Tomorrow, performed in Arabic for the first time. 11M views.

The world's most expensive horse race has a prize pool near $30M and a runtime of two minutes. The day around it runs twelve hours. The launch film tied those two minutes directly to the culture, elegance, and flavor of everything surrounding them, selling the day, not just the race.

5M views.

In Ramadan, the only question that matters between Asr and sunset is how long until Iftar. So we answered it, turning McDonald's DOOH network, restaurant screens, and digital mupis across the Kingdom into a live sand clock counting down to Iftar, synced to each city's own sunset.

Media the brand already owned, repurposed into a public service people actually checked.

Rabea is the tea Saudi households grew up on, and Extra is its boldest variant. For National Day 2025, we took the name literally: comedian Faris Al-Mubaraki as the Extra Saudi, playing every beloved Saudi trope one notch past reasonable.

Comedy with a nostalgic streak, for a brand with nothing to prove.

In 2025 the stars aligned: Almarai, its incumbent agency Fullstop, and MBC Shahid, the region's biggest streamer, came together on one National Day brief. The answer wasn't an ad. With celebrity chef Hesham Baeshen, we made a long-form cooking and travel show, crossing the Kingdom to capture its sights, sounds, and people, all in search of the Taste of Saudi.

MG launched the One in the GCC as a lifestyle car for a younger buyer, and that buyer's native culture is gaming. So the campaign turned the MG One into a gamer's dream car: social, web, and showroom written in gaming lingo, with easter eggs, call-outs, and references to popular titles scattered throughout the experience.

Riyadh bid for the 2030 World Expo. This is the film the country submitted to the World Expo Bureau and the watching world, making the case for Riyadh as a global capital and a hub for innovation and progress.

Riyadh won.

F1 came to Jeddah for the first time in 2021, and we made the hero film for it before a single car arrived in the country: CGI, craft, and a lot of imagination, held to the standard of the event's global hype. The race has been a mainstay of the Saudi sporting calendar since.

For the FIFA Club World Cup Saudi Arabia 2023, we created FIFA's first-ever official music video for the Kingdom: Grammy-nominated Bebe Rexha, Grammy-winning producer RedOne, and the Saudi fans whose noise carries the whole thing.

It snows in Saudi Arabia. Most people, including many Saudis, don't know that. We captured the fleeting snowfall of the Kingdom's northern regions in a cozy film that blends regional culture with the universal joy of seeing snow and immediately going out to play in it.