National Day Campaign

A story of generations lived by generations

Client

NEOM

Country

Saudi Arabia

Agency

XELEMENT

Role

Creative Direction, Art Direction, Operation Lead

OVERVIEW


As the Creative Director and Art Director for the project “وطنا حكاية أجيال تعيشها أجيال” (“Our Homeland: A Tale of Generations Lived by Generations”), I crafted a visual narrative that celebrated Saudi Arabia’s heritage, resilience, and forward-thinking vision. The video featured a lifelike CGI portrayal of King Abdulaziz Al Saud, brought to life with his own quotes to emphasize his legacy. Key historical events such as the first discovery of oil and the establishment of the first girls’ school were highlighted to reflect the nation’s transformation and educational progress. The depiction of the military’s dedication showcased themes of protection and patriotism. Through a blend of symbolic imagery, traditional and modern elements, and cinematic storytelling, we illustrated hope, ambition, and growth, transitioning from historical warmth to a modern, bright vision. Rich sound design with traditional music enhanced the depth and authenticity, creating a tribute to the Kingdom’s journey, bridging past and future with pride, resilience, and leadership.

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