A new era of innovation
The brief? Bring to life the 600-year-old story of Diriyah's role in the Hajj pilgrimage – without any archival imagery, relying solely on oral records. What Diriyah had was a vision.
For centuries, Diriyah served as a vital stop for pilgrims journeying to Makkah. But its story – and that of the Imams who safeguarded these routes – had faded from public memory.
With a bold challenge from the passionate team at Diriyah Gate Development Authority (DGDA), Create. partnered with Manga Productions to build what history never documented: two fully visualised films capturing the legacy of these spiritual guardians and the city that protected them.
Commenting on how this campaign was brought to life, Dana Al-Azem, Business Director, Create., said, 'AI was the tool, but culture was the canvas. Our goal wasn't just awareness—it was connection.'
Using AI tools such as Midjourney and detailed research, the team recreated historically accurate visuals – down to clothing, portraits and environments – based on sketches from Manga Productions and approved by the Saudi Royal Court.
These weren't merely imaginative illustrations, but deeply researched visual narratives rooted in oral history and brought into the digital age.
Tamara Qaisieh, Senior Account Director, Create., added, 'Diriyah has countless stories to tell, and we used innovative tools like Midjourney to bring this one to life – turning a lack of archival material into an opportunity for creative, youth-driven storytelling.'
The resulting campaign, Diriyah: The Road to Hajj, struck a powerful cultural chord –setting a new regional benchmark for AI-powered storytelling.
The campaign also won Gold at both the NYX and VEGA Awards in the Social Campaign category – cementing Create.'s position at the forefront of culturally driven innovation in the region.
This campaign – along with a series of other key initiatives such as the Diriyah Global Seminar, Saudi Founding Day and Eid celebrations at Diriyah, created in partnership with DGDA – helped reintroduce Diriyah's rich heritage to the world.
Together, these projects supported Saudi Vision 2030's goal of spotlighting the Kingdom's past while embracing the future through innovation and digital storytelling.
Campaign results at a glance:
31.7 million impressions
31.9 million video views
767,000 social engagements
10,000 new followers on Diriyah's platforms
78 per cent increase in positive sentiment
Diriyah: The Road to Hajj was only the beginning.
Since the success of the Diriyah campaign, Create.'s presence in the Kingdom has grown significantly. Their expanding client roster includes Public Investment Fund, NEOM, The Royal Commission for AlUla, and Kimpton Hotels, and more.
Their ongoing partnership with Diriyah Gate Development Authority continues to thrive –with Create. most recently providing live, multi-location coverage of Founding Day celebrations, sparking national pride, unity, and cultural connection.
Driving this momentum is Mahmoud Shaban, newly appointed Business Lead for KSA, leading a team that fuses bold creativity with cultural authenticity – crafting stories that bridge past and future, and resonate from our region, to far beyond our borders.
'This is just the beginning of how we'll use AI to preserve and elevate the region's stories,' Shaban said.
Buidling on the success of the Diriyah campaign, Create. has gone on to pioneer other AI-powered experiences such as a groundbreaking course portal for Dubai Economy and Tourism.
Developed to support entrepreneurs across every stage of their journey, the platform features over 70 lessons across seven subjects, in both English and Arabic – delivering 140 video modules and integrated online tutoring.
Romain Colomer, Experience & Innovation Director, Create., concluded, 'At Create, we are pioneering AI-powered education for the region – redefining how knowledge is created and delivered at scale. This is the future of learning: adaptive, scalable, and deeply impactful.'
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