creative Director:
Graphic Design / Type Animation
matador network
agency:
Role:
Showcasing the heart of Saudi’s heritage and modern spirit through immersive brand storytelling.
The Ask
Saudi Arabia’s Tourism Board partnered with Matador Network to inspire global travelers to explore the Kingdom. The campaign needed a cohesive motion and graphic system that could translate their existing branding into a dynamic storytelling tool for video.
Visit Saudi invited us to help share the country’s story with the world. Through a global brand campaign, we created video content that highlighted Saudi Arabia’s rich heritage, striking landscapes, and vibrant modern culture. The work aimed to inspire travelers to see Saudi in a new light—one that balances tradition with contemporary energy.
“Each region has it's special identity: special traditions, special houses, even the cusine from one region to another is completely
different.”
- Major locations (cities and regions)
- Sub-locations (landmarks, cultural sites, experiences)
- People and guides featured in the films
- Title graphics introducing the stories
Creative Approach
abir abusalayman
By integrating the tourism board’s brand elements into motion, the campaign graphics felt both familiar and fresh. The design gave clarity to each video’s structure — guiding audiences through Saudi’s diverse landscapes, culture, and people — while reinforcing trust in the destination’s brand.
The campaign drove international visibility for Saudi Arabia as a travel destination and earned industry recognition, winning a Telly Award. The project proved how thoughtful design can not only elevate a campaign but also bridge brand identity with global storytelling.
