This work is profoundly relevant for the Film Craft category, specifically Production Design and Art Direction, as it embodies the pinnacle of visual storytelling. The film's exceptional production design and art direction create a meticulously crafted dystopian world, a stunning visual narrative that transports viewers into a sports-deprived future. Every aspect of the set, props, and environment is a testament to the meticulous attention to detail. The production design team has masterfully translated the campaign's concept into a tangible, immersive, and visually captivating experience. This work exemplifies the highest standards of production design and art direction, making it a standout

The "Museum of Extinct Mobility" was meticulously crafted with cultural nuances in mind, primarily for Saudi Arabia, a nation passionately devoted to sports, especially football. However, the rising trend of physical inactivity and the declining impact of health warnings posed a significant challenge. Saudi Arabia's culture places a substantial emphasis on physical well-being and sports, making the campaign's message of reawakening physical activity exceptionally relevant. The nation's cultural identity is deeply intertwined with sports, particularly football, lending profound significance to our mission of reigniting the culture of movement.

By recognizing these cultural aspects, we effectively conveyed the importance of physical activity within the local context, resonating with the audience on a profound level. Understanding the cultural value of physical activity and its connection to national identity was crucial in crafting a message that deeply resonated with the Saudi audience.

The film presents a dystopian future where sports have become extinct, and physical inactivity prevails. Viewers witness individuals navigating the "Museum of Extinct Mobility" with visible signs of lethargy and physical decline. They rely on machines to aid their movements, signifying the dire consequences of inactivity.

As the film unfolds, these individuals explore the museum's exhibits, showcasing extinct sports and their societal impact. The narrative highlights their astonishment and remorse as they realize the vitality and joy that once existed in these sports.

The film doesn't reference any company, focusing solely on the immersive journey of the characters. It leaves viewers with a poignant message about the importance of physical activity and the potential consequences of neglecting it.

The background of our campaign stems from a growing concern in Saudi Arabia—a rising culture of physical inactivity despite diminishing health warnings. The situation demanded urgent action as the impact of health warnings had waned, and sedentary lifestyles were on the rise.

Our brief was clear—to ignite the nation's passion for exercise through an innovative campaign within one month. We aimed to leverage technology and immersive experiences to reposition our brand as a pioneer in merging emerging tech with impactful physical activity.

Our objectives were to captivate attention, provoke curiosity, and drive substantial engagement in physical activity. We sought to transform our brand into a symbol of inspiration, merging emerging technology with immersive experiences to revive the culture of movement in the digital age.

Influenced by the dystopian films and science fiction, the production design and art direction brings a stylish vision of a futuristic world without mobility. We crafted a dystopian world without the use of CG. Manifesting an Arabian future where movement is extinct. Inspired by Saudi Arabian locations, we built dystopian environments, dioramas, and even an electric wheelchair from the future. Every detail was carefully orchestrated until the world of extinct mobility became a reality.