"Play Life"

12 February 2024

90s

Sand castles.

If the entertainment in your home city is getting a little mundane then you should think about heading to Qiddiya in Saudi Arabia, according to this kinetic piece of work out of Droga5, which was directed by Nick Roney (while Ian Pons Jewell looked on approvingly). The film shifts from a simple beat to a crescendo as the momentum builds towards a compelling denouement.

It's hard to overstate the ambition of this project or its importance to Saudi Arabia, and, obviously, part of the aim is to normalise a country with an extremely questionable approach to many areas of life including human rights.

The investment in marketing and advertising is a drop in the ocean compared with the billions spent creating this destination, and we can expect to see a lot more work like this encouraging holiday-makers to give it a go. And it will work... that much is assured.

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