Articles

We were briefed to design a concept that drew inspiration from key elements of the kit design and fundamental symbols of Saudi culture, it’s rich history and the Kingdom’s deep-rooted sense of pride.

‘Designed for Pride’ intricately weaves together these themes through a number of creative devices. The date palms, our brilliant protagonists showcasing the skill of their traditional handicraft techniques, the workshop and souk and this is linked back to Puma and the club through the kit and the male, female and academy players that were used. 

This was an all-encompassing multimedia campaign where the team developed the creative direction and narrative across Hero video assets, social cut downs, stills photography through the talented Naim Chidiac used for PR, social, in-store and out of home. Finally, the creation of specific LED Archway content used at the Kingdom Arena for the fixture against Al Ittihad, when the club played for one time only in this special kit.  

The creative direction, production and delivery for this was led by our Aurora Mena team.