Play Life
The global launch film for Qiddiya City, in which footballers, rollercoaster riders and gamers are pulled by an invisible force towards the Saudi desert. Directed by Ian Pons Jewell and Nick Roney, supported by an out-of-home run shot by the Wade Brothers and 3D billboards built with Electric Theatre Collective.
- The brief
- A global audience of sport, ride and gaming fans, for Qiddiya, a Saudi city of play still under construction.
- The idea
- A launch film shows footballers, rollercoaster riders and gamers drawn by an unseen pull toward the Saudi desert, backed by 3D billboards and outdoor photography by the Wade Brothers.
- What to borrow
- A place not yet built can be sold through the people it will draw, letting the visitors stand in for the venue.
| Brand | Qiddiya City |
|---|---|
| Agency | Droga5 |
| Talent | Not named |
| Channels | TV, cinema, OOH, digital |
| Source | Creative Review |
More from Droga5
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Riyadh Season | Battle of the Baddest: RumbleSponsorship activation · 23 May 2024 | Sponsorship activation | Droga5 | 23 May 2024 |
What other arts, venues & leisure brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Coca-Cola Arena | The Ultimate Venue ExperienceExperiential · 2026 | Experiential | – | 2026 |
| Louvre Abu Dhabi | Made with Louvre Abu Dhabi12 Feb 2025 | – | – | 12 Feb 2025 |
| Coca-Cola Arena | Tempo by Coca-Cola ArenaLaunch · 2025 | Launch | – | 2025 |
| Coca-Cola Arena | Own the Moment2025 | – | – | 2025 |
| Museum of the Future | Real-life Iron Man ticket handoutExperiential · 1 Mar 2022 | Experiential | – | 1 Mar 2022 |
More from Qiddiya City
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Powered by PlayIntegrated campaign · 20 Jul 2026 | Integrated campaign | – | 20 Jul 2026 |
| Six Flags Qiddiya City opening campaignLaunch · 5 Feb 2026 | Launch | Leo Burnett KSA | 5 Feb 2026 |