This film opens with an older gentleman watching the ending of NEOM's previous advert “Made to Change” playing on his TV. His confused reaction shows that he’s still not sure what NEOM is.

This first scene serves as a kick-off for a fast-paced, diverse sequence that cuts between the conversations of people from all around the world, speaking different languages, asking “What is NEOM?”, expressing half-truths and having misconceptions about it.

From name mispronunciations to unfounded gossip to excitedly reported facts, this film depicts a global conversation where dialogue in each scene follows on from the previous. It culminates with a declaration from a university student that NEOM is a place that will change the way we live on this planet, before ending on a simple call to action for the viewer: To get the facts, search "what is NEOM"

NEOM was announced in 2017 and widely reported on as a “Smart City”. With many cities, regions and sectors planned in NEOM, this is only part of the picture. Announcements of The LINE, Oxagon, Trojena and Sindalah, added to the confusion with many construing NEOM and The LINE as the same thing.

In 2021 NEOM launched “Made to Change” which raised awareness by 20 NPS points, but research in 2022 showed understanding was becoming a bigger challenge with so many awe-inspiring and ambitious chapters being added to the NEOM story.

All these announcements and launches created a new objective for the Masterbrand; A growing need for our B2B and B2C target audiences to clearly understand what NEOM is and that it is a credible opportunity.

The film was written to fuel the myths, misperception, and confusion about NEOM to spark intrigue and encourage our audience to search for credible answers.

The film’s dialogue is written as a flowing back-and-forth conversation about NEOM, but it shown through more than 30 scenes all with different speaking actors in locations all round the world and delivered in multiple languages.

The edit is fast-paced, but with a varied rhythm, and cuts between multiple shots to set up each scene and deliver timed dialogue that creates the sense of a single, flowing conversation.

There are lines that switch language mid-way through, subtitled dialogue that transitions into captioned music and spoken dialogue followed by sung words.

Subtitles became an integral part of the edit and are timed to the delivery – especially helpful when the film switches language.

The editing holds everything together to form a cohesive piece depicting this diverse and global conversation.