DDB DUBAI
GROUP CREATIVE DIRECTOR & WRITER
The Kingdom of Saudi Arabia has finally opened its doors to the world, after years of being socially and culturally aloof. We had to find the upside to that argument. And our creative and social strategy was built around the insight that some secrets are hard to keep because they are so beautiful that word soon gets out. Our anthemic spot on behalf of the Saudi Tourism Corporation explored that narrative hook while visually showcasing stunning locations across the country that you would never associate with Saudi Arabia.