2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

This film is about Al Ula. Saudi Arabia’s hidden gem. Visiting al Ula is like walking through a live museum of breathtaking natural scenery, heritage and cultural beauty. It is truly a masterpiece of the world. This film is the first destination brand campaign for al Ula, so we positioned it as the world’s masterpiece. And we shot it like one would shoot a piece of art, not a regular travel destination.

Cultural / Context information for the jury

Saudis love to travel and discover the world to, usually, escape home, which they believe to know so well. With 2020 limiting world travel, we saw it as a great opportunity to promote al Ula, Saudi’s hidden gem, to Saudis, since it is a masterpiece that foreigners would add to their 2021 bucket list. And as tribute to this masterpiece, to its beauty and femininity, and to the advancement of Saudi Arabia, we created the first Saudi travel commercial to feature an all women cast.

Tell the jury anything relevant about the direction. Do not name the director.

We shot the whole film in a spectacular and intimate way. Instead of fast, sunny travel destination shots, in our film each shot is slow, almost steady, giving the viewer time to take it all in. Instead of upbeat travel music, our music was composed to pay tribute to each natural scene, revealing with every slow note, the masterpiece al Ula is. And instead of getting a travel VO, our VO was delivered in the most natural way, by a Saudi woman, reciting a slow poem to Al Ula.