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
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.
Deliverables
Launch Video
90-secondVideo Stills / Thumbnails
Description
Outdoor Advertising (OOH)
Large-scale OOH placements across Riyadh
Social Media Content
Short-form video assets and campaign posts
Campaign Impact
Visitors
Guided Tours
Kids workshops
Adults workshops
Workshops participants
Participants
Guinness World Records Achievements
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Largest illuminated pyramid-shaped artwork made from recycled materials.
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Longest laser beam distance achieved during a laser show from tower structures.