Destination / Global reveal
New Murabba & The Mukaab
Creative direction for the global reveal, while at Saudi Arabia’s Public Investment Fund.
The moment
New Murabba and The Mukaab had been announced. The task was to turn that announcement into a public moment the world would notice. Three and a half weeks from brief to screen.
The standard
One idea across two of the world’s most recognised screens: Times Square and Piccadilly Circus. I directed a single story for both cities, using 3D anamorphic creative to make the ambition and scale tangible.
What happened
The screens went live within twenty-four hours of each other. People stopped, filmed and shared. Production partner DOOH.com reports that the social campaign exceeded the client’s goals by 400%.*
*As reported by DOOH.com, which produced the 3D anamorphic creative and social campaign. Source ↗
English / العربية
Dubai | London | Riyadh
Selected experience of Rammy Elsaadany before founding Perception Lab.