Film showing epic shots of the destinations across the kingdom (%70 of the country did not know these areas existed) and visitors that are indulging the summer season by reflecting those moment that families, couples, friends and solo travelers would feel after breaking free from lock-down. The script is delivered in poetic Arabic (with English subtitles), opening with a statement about dreaming during quarantine for life to go back to normal, and while we were dreaming, our country remained beautiful and our skies remains clear, our lands rich and safe. Moving on to describing the beauty of the different locations and closing with a statement to “Ease into the Saudi Summer”. The tone was purposely meant to remain positive and inspiring, with careful intention to not remind people of Covid-19 or any impact it had on them, but rather focus on the positive and exciting days ahead of them.

The outbreak forced the Kingdom to shut its doors closed, halting all international and domestic flights inbound/outbound at the time (This is still the case for Saudi citizens looking to Internationally travel, a rule that remains effective until further notice), taking a 45% hit to a blooming industry.

The situation created a negative impact on quality of life as well as the economy. The challenge was to create societal and economic relief, by saving an industry, reviving businesses and reversing depression in people, without compromising on safety and health.

However, the situation was seen as a responsibility and opportunity for Tourism to rise as a hero along side all the efforts done by the health sector, allowing the BREAK FREE campaign to take center stage and become the country's saving grace