Ithra by Saudi Aramco · Kingdom of Cultures · 2024
Ithra: Kingdom of Cultures
Creatively leading a celebration of Saudi Arabia’s culture and landscape at Ithra.
Client
Ithra by Saudi Aramco
Industry
Exhibitions
Year
2024
Scope
Creative direction, event concept
TGC role
Digital production
In collaboration with
Imagination
The context
Ithra, Saudi Aramco’s cultural landmark, wanted to celebrate the Kingdom’s diversity, its landscapes, heritage and dynamic spirit, in one event. The Kingdom is home to seven UNESCO World Heritage Sites and a living culture that Vision 2030 has placed at the centre of national life.
The challenge
Translate the beauty of Saudi Arabia’s topography and culture into a visual experience that connects audiences to its heritage. With Imagination, The Good Company creatively led the Kingdom of Cultures.
The idea
Kingdom of Cultures
A concept inspired by the nation’s majestic landscapes, told through unique visual journeys.
The work
The experience
01
The concept
A creative idea rooted in Saudi Arabia’s landscapes and topography.
02
Visual journeys
Immersive sequences that carried audiences through the nation’s culture.
03
Celebrating heritage
Moments that connected visitors to the Kingdom’s profound heritage.
“A celebration of Saudi culture, led creatively from the first idea to the final moment.”
Insight
The impact
What it added up to
Rooted in the Kingdom
A tribute to the distinct heritage of each of Saudi Arabia’s 13 regions.
Creative leadership
TGC creatively led the concept and visual direction.
Built with Imagination
Delivered alongside Imagination at landmark scale.
Telling a cultural story?
Spend 30 minutes with Doug. We will talk through how to turn heritage into an experience people feel.
No pitch, no obligation.
