We combined graphic–design and life–action footage with the desire for light through reflecting facettes of diamonds and the prismatic light breaks.
Staging the life-action footage within the abstract and graphical world was the key to tell a successful story about enlightening the precious nature.
Alif, alif means to see the light, be touched by light, not only in a spiritual way, but in everyday life. It´s a medium to approach a modern yet respectful view to the Saudi Arabian culture and values.
The solution was a highly innovative On-Air design for the Arabian market but also valued its tradition.