Relaunch Saudia airlines both locally and internationally with a new Manifesto film that sets the tone for the new branding and communication moving forward for the brand.

The film celebrates the spirit of Saudi in a grand way. The agency wanted to introduce the world to Saudia hospitality and inspire the world with innovation. It’s not just a new logo and branding, it’s about the belief system. And nothing is bigger than Saudia Airlines to embrace this spirit.

We needed to create a truly epic film to relaunch the airline. With rich and lush photographic style, period scenes that showcase where the brand has come from, capturing the swagger of the travelers and employee, while incorporating the future and where the brand is going.

The key to this film was to showcase Saudia through all the different elements making up each frame, the cinematography, the casting, the wardrobe, the art department, each frame is depicted like a portrait photography shot and every single detail needed to be absolutely perfect. The focus at all times needed to combine not only specific cultural details but also being fashion forward and aspirational for the younger generation.

Additionally we need to capture the historical 70s section, involving significant research to get all of the details right, from the plane interior to the accessories on the cast.

We also had challenges with some big ideas throughout and balancing these between Director, client and agency. The football pitch is in fact built on the top of the mountain, it is not done in post.

All combined brings together a truly ‘epic’ film that depicts Saudia Airlines Manifesto for the future.