Pepsi - Discover Now
An imaginary musical journey of 4 friends through the diverse kingdom of Saudi Arabia where they experience and embrace living the moment through music, projecting the accelerated transformation of the nation. The campaign has multiple phases with activations and online content.
The campaign features the legendary regional music star, Hussein Al Jassmi, in all its phases. Also featured are four female Saudi influencers, DJ Cosmicat, pianist Nadia Dandachi, Reem Alaboud the racing driver, the actress Mila Al Zahrani and the oud player Abdelrahman Badr. All mould-breaking young talent, representing the new vision of Saudi Arabia. Shot during COVID19 travel restrictions with its challenges turned into opportunities.
Born in London in 1994 and in the Middle East since 2008, we understand the international standards and we understand the culture of regions. The mindset of Dubai perfectly echoes our goals ambitions to rise above the norm and reach for the extraordinary. JOY like Dubai, is more than just a name. It is a state of mind.
With offices in UK, Dubai and Beirut, our international presence is stronger than ever and we’ll continue to expand our international support base. We’ve always strived to be a great company and not necessarily a huge one, because we believe an intimate and close relationship is the right way towards supporting our directors, partners, our clients and delivering higher production values.
We think creatively to find solutions efficiently. We think creatively to create optimum impact. We think creatively to deliver great ideas and we think creatively to deliver great value. Other than creativity, we also champion transparency, diplomacy and dialogue. In short, we’re a joy to work with.
