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Qiddiya
'Play Life'
12 February 2024 90s
Sand castles.
by Jason Stone

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.

Music: Générique Et Car De Police by Jean Constantin

Product Category: Tourist Boards

Territory: UK


agency
Droga5 London
CD: David Dearlove
Snr Producer: Charlie Orr
Producer: Olly West
production
ProdCo
Director: Nick Roney
Creative Director: Ian Pons Jewell
Producer: James Waters
EP: Zico Judge / Amy Appleton
DOP: Erik Messerschmidt
Prod Design: Robin Brown
Costume: Carolina Galiana
editing
Final Cut
Editor: Sam Bould
vfx
Black Kite Studios
VFX Supervisor: Adam Crocker
color
Black Kite Studios
Colourist: Thomas Mangham
sound
String and Tins
Sound: Will Cohen / Lawrence Kendrick
music
String and Tins
Supervisor: Will Cohen / Laura-Leigh Smith

  Qiddiya - 'Play Life'


Qiddiya
'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.

Music: Générique Et Car De Police by Jean Constantin

Product Category: Tourist Boards

Territory: UK


agency
Droga5 London
CD: David Dearlove
Snr Producer: Charlie Orr
Producer: Olly West
production
ProdCo
Director: Nick Roney
Creative Director: Ian Pons Jewell
Producer: James Waters
EP: Zico Judge / Amy Appleton
DOP: Erik Messerschmidt
Prod Design: Robin Brown
Costume: Carolina Galiana
editing
Final Cut
Editor: Sam Bould
vfx
Black Kite Studios
VFX Supervisor: Adam Crocker
color
Black Kite Studios
Colourist: Thomas Mangham
sound
String and Tins
Sound: Will Cohen / Lawrence Kendrick
music
String and Tins
Supervisor: Will Cohen / Laura-Leigh Smith

Qiddiya 12 February 2024
'Play Life' 90s

Sand castles.

by Jason Stone

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.

Music: Générique Et Car De Police by Jean Constantin

Product Category: Tourist Boards

Territory: UK


agency
Droga5 London
CD: David Dearlove
Snr Producer: Charlie Orr
Producer: Olly West
production
ProdCo
Director: Nick Roney
Creative Director: Ian Pons Jewell
Producer: James Waters
EP: Zico Judge / Amy Appleton
DOP: Erik Messerschmidt
Prod Design: Robin Brown
Costume: Carolina Galiana
editing
Final Cut
Editor: Sam Bould
vfx
Black Kite Studios
VFX Supervisor: Adam Crocker
color
Black Kite Studios
Colourist: Thomas Mangham
sound
String and Tins
Sound: Will Cohen / Lawrence Kendrick
music
String and Tins
Supervisor: Will Cohen / Laura-Leigh Smith