JEDDAH SEASON - FuegoPlay - Visualizing an Urban Renaissance - 360° Campaign, Visual Identity Systems, Large-scale Scenography, Digital Strategy.
The Challenge To create a unified visual identity for a city-wide festival involving dozens of venues, international artists, and diverse cultural activations. The goal was to position Jeddah as a global tourism destination while honoring its unique Red Sea heritage.
The Creative Response
I led the development of a modular and scalable visual system capable of adapting to everything from massive billboards and architectural mapping to digital interfaces and social media. The artistic direction centered on the concept of The Wave, symbolizing the movement of the sea and the modern energy of the city. By blending high-end editorial aesthetics with vibrant, tech-forward elements, I ensured the brand felt premium yet accessible to a global audience.
Advertising
We deployed a series of high-intensity visuals designed to captivate a global audience. Each creation was conceived to immerse the public in the atmosphere of Jeddah Season even before the festivities began.
The Impact
A cohesive brand ecosystem that transformed Jeddah’s urban landscape. This project highlights my ability to maintain creative excellence and brand consistency across high-pressure, multi-stakeholder environments, bridging the gap between physical urban experiences and digital engagement.
