In celebration of Saudi National Day, Creativo partnered with Turquoise to produce a compelling promotional video that illustrates Saudi Arabia’s journey from its rich traditions to a bright, promising future. The campaign artfully uses visual metaphors to reflect the evolution of Saudi society while emphasizing the importance of collaboration in building a prosperous nation.

Past Meets Future: The Concept Behind the Campaign

The concept of the video was to portray the transformation of Saudi society by highlighting its roots and future aspirations. It begins with imagery of a horse barn and a storm, symbolizing the traditions and challenges of the past.

A powerful visual moment focuses on a woman’s determined gaze, symbolizing her ambition to  ascend to new heights. The video also introduces the idea of reaching the summit, a metaphor for striving toward success. The collaboration between the woman and the man at the top symbolizes the importance of unity and working together to build a more successful and unified Saudi society.

From Tradition to Brilliance: A Journey Toward a Bright Future

The video transitions from imagery of tradition and challenge to that of hope and progress. A shining crystal, which also serves as Creativo’s key product, was used as a symbol of the bright future that lies ahead for Saudi Arabia. This synergy between the crystal and the campaign concept highlights the brilliance of both the product and the nation’s potential.

The crystal’s brightness stands in stark contrast to the darker, more traditional visuals earlier in the video, emphasizing that while the past is honored, the future promises even greater possibilities. The transition from the stormy, traditional imagery to the brilliance of the crystal reflects the nation’s journey toward progress and prosperity.