The Idea
Developed to showcase the growth of tourism in the Kingdom of Saudi Arabia, the campaign compresses the range of experiences the Kingdom offers — modern adventure, desert heritage, open nature and sky — into a single, hyper-real landscape, seen through the eyes of a traveler discovering it for the first time. An ATV rider and a camel share the same ridge, placing contemporary adventure and traditional desert travel side by side within one frame, while hot air balloons and a mirrored lake extend the sense of scale and wonder. The Ministry's own ribbon mark is lifted directly from its logo and reimagined as a glowing atmospheric element woven into the sky and rock formations, so the destination and the brand read as one. The campaign name itself, “Maghna & Mazar,” was set in a custom Arabic calligraphy lockup built specifically for this identity.
Visual System
Process & Role
I reviewed the Ministry of Tourism's brand guidelines — focusing on the ribbon mark within the logo and its color gradient — to find a way to extend that identity beyond a fixed lockup, then developed the concept around compressing multiple tourism experiences into one composition framed through a traveler's point of view. Every element in the scene — the traveler, the ATV rider, the camel, the balloons, the landscape — was generated and sourced individually; I merged and composited each into one cohesive scene using AI-assisted tools to support the blending and retouching, and built the glowing ribbon light effects by hand using the Ministry's own brand colors. I also designed the custom Arabic calligraphy lockup for “Maghna & Mazar” and integrated it, the tagline and the Ministry logo into a layout that holds its own against a visually dense background.
Adaptations
