Latest news with #Create.
Campaign ME
01-05-2025
- Entertainment
- Campaign ME
A new era of innovation
As AI tools were still finding their place in the creative world, Create., a regional agency known for pushing boundaries, was already making history. 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.'
Campaign ME
23-04-2025
- Business
- Campaign ME
Create. appoints Business Lead, Creative Director and Executive Director
Create., which was named Campaign Middle East's Digital Agency of the Year 2024, has appointed three new leaders to its team. Mahmoud Shaban takes up the role of Business Lead, Saudi Arabia; Yash Murthy has been appointed Executive Director, Social; and Wassim Olabi has taken up the role of Creative Director at Create. With 22 years of experience in brand, marketing and communications, Shaban has held leadership roles at agencies such as SuperUnion, Y&R, and ZenithOptimedia. Shaban's career spans both corporate leadership and consultancy, delivering strategic business outcomes for prominent regional organisations. He will oversee Create's operations in the Kingdom, with a focus on client leadership with Create's existing local clients, as well as accelerating business growth and attracting top talent. Commenting on his appointment, Shaban said, 'Saudi is a market with huge energy and ambition. My focus is on helping Create. continue to show up in a way that's locally grounded, operationally strong, and creatively world-class.' Wassim Olabi brings 17 years of experience in advertising and PR. Wassim has worked on high-profile campaigns, including Cristiano Ronaldo's Saudi Pro League launch and Bank Audi's 'Café el Hay' series. His work has earned multiple accolades, including Cannes Lions and a D&AD White Pencil. 'I'm excited to support the team in establishing Create. as a leading creative hub in the region. I believe there's a lot of untapped potential in blending creativity with technology, and I can't wait to bring fresh ideas to the mix,' Olabi said. Yash Murthy brings extensive experience across creative, social, and strategic roles at global agencies. He has led award-winning campaigns for top-tier brands, including Gatorade, Disney and Visa. Murthy said, 'I couldn't be more excited to join Tom and the team at Create. at such a pivotal time for both the agency and the wider industry. There's real depth and momentum here — a chance to build and shape what the future of creativity, community, and brand-building looks like at unprecedented scale. Being part of a team leaning into this new world with ambition, purpose, and integrity is an incredibly energising prospect.' The appointments are in line with Create's vision to strengthen its creative leadership, accelerate the growth of its service offering and drive continued success across key markets.
