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 archaeological sites and absorbing the amazing history of the place. 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 in a spectacular and intimate way, like one would shoot a piece of art, not a regular travel destination. Instead of fast, sunny travel destination shots, our shots are slow, almost steady, giving the viewer time to take it all in. Instead of upbeat music, our music was composed to pay tribute to each natural scene, revealing with every slow note, the masterpiece al Ula is. And our VO was delivered in the most natural way, by a Saudi woman, reciting a slow poem to Al Ula.

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 about the creation of the original music track.

The music, was composed with a Saudi flair, but most importantly, the music was composed hand in hand with the edit. The music reveals with every note, a new shot, a new aspect of the masterpiece. It is not your typical travel commercial music. It is much slower, much more gently, much more delicate. The music is respectful of the heritage. Finally, the music offers a crescendo, as the viewer discovers Al Ula, almost matching the emotions of the person watching.