Story Board
Case Study
Qiddiya City — Life Plays Here360° Integrated Campaign Concep tProject Over view Qiddiya City — Life Plays Here is a self-initiated 360° advertising and cinematic brand campaign exploring how one of Saudi Arabia’s most ambitious entertainment destinations could be communicated through emotion rather than attractions alone.The creative idea was built around a simple thought: people may visit for entertainment, sport, gaming, culture or adventure—but what they remember is how the experience made them feel.The campaign transforms Qiddiya City into a living world activated by human energy, where every experience reveals a different version of the visitor—braver, faster, more curious, more connected and more alive.
The Big IdeaLIFE PLAYS HEREهنا تلعب الحياةInstead of presenting Qiddiya as a collection of destinations, the campaign positions the city as a place where life itself becomes more exciting.A recurring visual device—the Life Pulse—connects every touchpoint. This flowing energy moves through roller coasters, water attractions, motorsport environments, gaming arenas, stadiums, cultural experiences and family moments, creating one unified campaign language.
Creative Challenge The challenge was to bring multiple entertainment categories together without making the campaign feel fragmented.The visual system needed to communicate:Entertainment Motorsport Gaming and e sports Water adventure Sport Saudi culture Family experiences Tourism Future-focused destination branding The solution was to build the campaign around human transformation, allowing very different experiences to belong to one emotional story.
Creative Direction The campaign combines monumental Saudi landscapes with premium cinematic storytelling.The visual language uses dramatic Tuwaiq -inspired environments, authentic Saudi and international casting, futuristic architecture, golden-hour cinematography, energetic night lighting and controlled surreal effects.Rather than relying on excessive futuristic imagery, each scene keeps human emotion at the center.The result is a visual world that feels:Bold. Cinematic. Human. Saudi. Global.
Campaign Film The City You Activate The campaign film begins with a single spark of curiosity.A child looks toward Qiddiya City and activates a luminous pulse with one touch. That energy travels through twelve cinematic moments—thrill rides, water, motorsport, gaming, stadium experiences, culture, family and the illuminated city at night.As the journey progresses, one individual pulse becomes the heartbeat of an entire city.The film concludes with the master campaign statement :Qiddiya
City Life Plays Here هنا تلعب الحياة
12-Frame Cinematic Journey
01. The First Spark — Curiosity begins.
02. The Touch — The city awakens.
03. Courage Takes Flight — Fear becomes excitement.
04. Wonder in Waves — Adventure becomes joy.
05. Speed Without Limits — Energy becomes performance.
06. Worlds You Enter — Gaming becomes immersive.
07. One Heartbeat — Individuals become a crowd.
08. Culture Moves Us — Heritage meets the future.
09. Together We Create Memories — Generations connect.
10. Night Comes Alive — The destination becomes spectacle.
11. The World Is Invited — Qiddiya becomes a global invitation.
12. Brand Reveal — Life Plays Here.
360° Campaign Eco system The concept was developed beyond a single key visual into a complete integrated communication system covering:
Film & Motion
12-frame storyboard, individual cinematic frames, image-to-video direction, motion prompts, English and Arabic voice-over, music direction and sound design.
Social & Digital
Instagram, LinkedIn, Facebook, X, YouTube, Stories, Reels, digital banners, website hero experiences and mobile applications.
Outdoor & Transit
Airport panoramic displays, airport vertical screens, highway billboards, metro environments, mall media, building wraps and digital OOH.
Print
Magazine advertising, newspaper layouts, double-page spreads, luxury editorial executions and large-format A0/A1 campaign posters.
Experiential
Immersive installations, interactive environments, event activations and future-facing visitor experiences.
AI-Assisted Production Workflow
The project explores how AI can be integrated into a professional creative workflow rather than used simply as an image-generation tool.The process combined:Strategy → Creative Direction → Art Direction → Prompt Engineering → Visual Development → Story boarding → Image Generation → Motion Design → Voice-Over → Music & Sound → Media Adaptation → Final Presentation Each stage was developed around one consistent campaign system to maintain continuity across every medium.
Creative Objective
The aim was not simply to produce attractive imagery.It was to demonstrate how a large destination brand can communicate through one central emotional idea across every consumer touch point—from a four-second social clip to an airport installation or cinematic brand film.The project shows how strategy, storytelling, AI-assisted production and traditional art direction can work together to build a scalable 360° campaign.
Final Thought Some destinations give you somewhere to go.
The most memorable ones give you something to feel. Qiddiya City — Life Plays Here.هنا تلعب الحياة
Role: Creative Direction · Art Direction · Campaign Strategy · Visual Development · AI Creative Production · Story boarding · Motion Direction · Experiential Concept · 360° Media Adaptation Project Type: Self-Initiated Portfolio Case Study This project is an independent creative exploration created for portfolio purposes and is not an official Qiddiya City campaign.
