The Idea
Created ahead of the Dakar Rally in Saudi Arabia, this awareness campaign was designed to build anticipation and introduce audiences to the energy, scale and adventurous spirit of the race. The concept bridges two worlds within one composition: the raw, dust-driven extremity of the desert stages and the modern skyline of the host city, positioning Dakar not as a remote spectacle but as an event rooted in Saudi Arabia's own landscape. A glowing route line threads through the scene as both a literal map of the rally stages and a visual current of energy and motion, while the sand-textured headline “Different Routes, One Adventure” is built directly into the terrain rather than floating above it.
Visual System
Process & Role
I began by reviewing the Dakar and Saudi Motorsport brand assets — logo usage, badge system and typography direction — to define the tone the key visual needed to carry: energy, scale and adventure. I developed the concept around one continuous environment rather than a single action shot, bridging desert terrain with the city skyline to ground the race's extremity in a real, recognizable place, and planned the rally route as a visible design element within the scene itself. Every element in the final image was sourced from real photography — the rally car, the motorcycle and the skyline were each shot or sourced separately. I composited them into one cohesive scene, unified the color grading into a single warm, dust-driven palette, and handled the retouching needed to align light, dust and shadow between the originally separate photographs — then built the glowing route-line overlay and the sand-textured typography treatment by hand.
Adaptations
