Jeddah, Saudi Arabia
2024 - 2025
Client: Dots - Section B - Baco
Pillars Company
2024 - 2025
Client: Dots - Section B - Baco
Pillars Company
To develop a unified Eid campaign across three local F&B brands in Jeddah—Section B, DOTS, and Baco—each with its own identity, while maintaining cultural authenticity and emotional relevance. The task was to:
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Create distinct yet cohesive visuals rooted in Saudi culture.
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Reflect the energy and nostalgia of Eid mornings.
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Connect with diverse target audiences, from nostalgic families to edgy youth.
- Incorporate Arabic language, traditional symbolism, and visual storytelling in a way that felt modern, not cliché.
I led the campaign’s concept development, art direction, illustration, animation, and cultural storytelling. Each brand was treated with a unique visual narrative tailored to its tone:
Baco:
Infused the chaotic joy of طراطيع (Eid fireworks) with Baco’s cross-cultural identity using glitch-style visuals, bold colors, and stylized motion. The result was an energetic visual explosion, merging Saudi tradition with modern street-style aesthetics.
https://www.instagram.com/p/DHylq-6o675/
Section B:
Positioned as the majestic guest of honor, showing up with ritual and gravitas. The visuals included symbolic elements like dallah, incense burners, mosque silhouettes, and a bold Arabic greeting, reflecting heritage and bold identity.
https://www.instagram.com/p/DHyi51QIfRI/
Dots:
Focused on Eid morning warmth, capturing scenes of donuts shared in a Saudi majlis, with nostalgic feminine symbols like Saudi dresses, and a vintage camera. The mood was playful, colorful, and deeply rooted in family rituals.
https://www.instagram.com/p/DHyoQQdIs89/