TV & Stills Campaign

This recent project for NHC gave me the opportunity to direct both the stills campaign and the accompanying television commercial – a rewarding chance to shape a consistent visual identity across both mediums. Being able to oversee the creative across stills and motion meant that everything – from lighting style and colour palette to tone of voice and composition – could align with a single vision.

Yasir Alsaggaf & Lama Alakeel

We were working with two of Saudi Arabia’s biggest names: actor Yasir Alsaggaf and influencer Lama Alakeel. The campaign was designed to promote a major new development – the only catch being that the site itself doesn’t exist yet. The challenge, then, was to create something that felt tangible, aspirational and rooted in place, without the place actually being there.

CGI, AI, Stills & Motion

The stills were shot in a studio in Jeddah, with months of CGI work in post-production to bring the architectural vision to life. Every detail, from the light direction to the styling, had to anticipate how the CGI environments would be built in later. Meanwhile, the accompanying TV commercials were filmed on location in King Abdullah Economic City – giving us real textures, scale and atmosphere to work with on screen.

It was a production that required precision, planning and a lot of trust in the process – but the end result speaks for itself. You can see the final campaign here: www.jonenoch.com/nhc

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