Description
In 2026, after a successful Alula Tour campaign the year before, we faced a new kind of challenge. Not awareness but attention. Because a cycling race is, by nature, fleeting. It happens fast, and if you miss it… you miss it.
So instead of just promoting the race, we tapped into something deeper. A universal feeling: FOMO.
Because the real tension wasn’t in the race itself, it was in the fear of not being part of it.
We reimagined the Alula Tour not as a sporting event, but as a moment you had to catch. Content wasn’t built to inform, but to create urgency, to feel immediate, to feel like it’s happening right now and slipping away just as quickly. Something you don’t scroll past… because you might not get it again.
We built a campaign ecosystem where every platform played a role in reinforcing that feeling. Each piece of content pulled audiences back in, making them feel like they’re always one step away from missing out.
And the result? A campaign that didn’t just get seen, it stayed with people. Turning Alula Tour into something you don’t just watch… but something you don’t want to miss.
This professional campaign titled 'The Big Miss-Out' was published in Saudi Arabia in January, 2026. It was created for the brands: Ministry of Sport KSA and Saudi Cycling, by ad agency: Takkah. This Design, Digital, and Film media campaign is related to the Sports industry and contains 2 media assets. It was submitted about 23 hours ago.
Credits
Project Management:
Project Managers: Abrar Alkhairy, Nouf Khan
Creative:
Creative Director: Anwar Ramadan
Hero Film Creative Lead: Maha Al-Mubarik
Hero Film Additional Copywriting: Maha Al-Mubarik, Muhanna Al-Muhanna
Art Director: Rana Tarek
Account Management:
Executive Account Manager: Alaa Khalifah
Production:
Hero Film Director: Yaser B.
Director’s Producer: Nebras Z.
Hero Film Producer: Taj Sabri
Director of Photography: Fawzi Darwish
Assistant Director: Rema Tariq
Line Producer: Enas Ahmed
Production Manager: Anas Osman
Production Coordinator: Mishaal Al-Ayed
Steadicam Operator: Ahmed Al-Sufyani
Equipment: My Gaffer
Talent:
Hero Film Talents: Yazeed Al-Majyul, Abdulaziz Al-Skirin
Cast Manager: Esraa Mohammed
Styling & Art:
Prop Master: Farooq
Wardrobe Stylist: Sara Alaqeel
Makeup Artist: Yara
Post Production:
Editor: Ziyad Alsayigh
Post Producer / VFX Supervisor: Alaa Nahlawi
Color Grading: The Post Brothers
Audio:
Music & Sound Design: Khaled Kammar
Social:
Social Media Manager: Entissar Abdullah
Additional:
KV’s: Tarek Salah Taha
Team Leader: Maaz Moha
BTS: Abathar
