An imaginary musical journey of 4 friends through the diverse kingdom of Saudi Arabia where they experience and embrace living the moment through music, projecting the accelerated transformation of the nation. The campaign has multiple phases with activations and online content. The campaign features the legendary regional music star, Hussein Al Jassmi, in all its phases. Also featured are four female Saudi influencers, DJ Cosmicat, pianist Nadia Dandachi, Reem Alaboud the racing driver, the actress Mila Al Zahrani and the oud player Abdelrahman Badr. All mould-breaking young talent, representing the new vision of Saudi Arabia. Shot during COVID19 travel restrictions with its challenges turned into opportunities.

Ladies love metal studs, it can be applied to dresses, hats and even better - shoes. This was a pure style shoot depicting an imaginative world of floating studs that we can walk through and get to our product. The path had to be built for real which was a very hard engineering challenge given there was no support. This was part of series of TVCs from the giant German shoe manufacturer, each depicting a specific feature.