The Island of Diriyah

For Saudi Founding Day 2026, the challenge was to create a visual bridge between the Kingdom’s deep-rooted history and the modern lifestyle powered by eXtra, Saudi Arabia's leading electronics retailer. The campaign aimed to celebrate the "Foundation" of the nation by highlighting how technology has become an integral part of our daily heritage.
The Concept: "The Island of Diriyah"
The core visual is a meticulously crafted 3D island, inspired by the iconic architecture of Al-Diriyah. Instead of just a landscape, the island itself integrates household essentials—fridges, washing machines, and air conditioners—directly into the mud-brick structures. This symbolizes how modern comfort and innovation are built upon the solid foundations of our heritage.
Execution & Impact
This was a 360-degree campaign designed for maximum reach and scalability:
Digital Presence: Adapted into dynamic website category banners and engaging social media video content.
Outdoor (OOH): The artwork was scaled and optimized for over 80 different formats, covering billboards and digital screens across all major cities in the Kingdom.
Visual Storytelling: By using warm, sandy tones and high-fidelity textures, the artwork resonated with the cultural pride of the occasion while maintaining the sleek, premium feel of the eXtra brand.
The Result
The project received exceptional internal feedback and widespread public recognition, successfully positioning eXtra at the heart of the national celebration through a creative, "outside-the-box" visual identity.