We pitched a proposal for the inaugural Saudi Arabia GP. The RFP was a three-part bidding process, and below I will showcase the last stages that we a creative campaign roll-out.
The Saudi Arabia GP is a night race, and the brief was to express the thrill and exhilaration of such an event.
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/c181078f-181f-445a-8231-e409d6ab6b48_rw_1920.gif?h=1a71804d4915adc1ae6e8c45e22ad90c)
Futurism was the inspiration for the development of the brand. The host, Jeddah, is a modern city with an exciting look at night, and our approach was to explore light traces chasing each other like in a race.
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/e3e93454-7c9a-451f-b3f5-8d719c217e91_rw_1920.jpg?h=416922cfcb6a059cc4819e3ec451d4f8)
The graphic scene
The idea is to set a cyber-punk look and feel by recreating the cityscape of Jeddah in a neon vector illustration highlighting the bright, vibrant colours.
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/0722ba0a-76fc-4ee1-952b-2048810e1261_rw_1920.jpg?h=39251dac92103e858121df47f2ae973a)
The concept
We further explored the neon, night race and nocturnal cityscapes by showing the Formula One car going through a light tunnel.
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/800b40fc-3062-4900-b7dc-97cb92239f82_rw_1920.jpg?h=ee666daf5b1dcdf180e71fe39046d060)
The execution
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/979c322a-7eaa-4041-b475-c93b1a484594_rw_1920.jpg?h=2ba462adf490f2626d11ae704f5240ce)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/afb67cda-d494-4df8-9b46-d8c8a6b70595_rw_3840.jpg?h=0edf30281b76b5a3efdf525f649f4d6d)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/65916e25-907c-4100-b1d3-d6305ea4cf08_rw_1200.jpg?h=1ba60312d37f96820a596b4db3c86fba)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/9968c7bc-4223-48a8-a2e7-9e7477b52008_rw_1200.jpg?h=e8f5d506349c26d2e3b282226371df18)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/611dcf5a-2da0-453f-b3bc-0a0ac9e8e797_rw_1920.jpg?h=2e1dd81bd927c1bf48943bf67cff620c)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/d7c8c88b-b9e5-4fd5-80cc-fe7eedf5a3fb_rw_1920.jpg?h=2f5289439d44c08612c9e7bc296683b9)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/32878a43-de8d-4753-b570-2cce0c9a5423_rw_1920.jpg?h=4b05af10f4b07343daed02ec07528b3a)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/9338d264-e07e-4ba6-aaab-6b8b894f9a0f_rw_1920.jpg?h=ee370311fa2503138d703d3a466b41d5)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/df696a8f-f873-4f11-9e7f-8770fdbb8632_rw_3840.jpg?h=cab9a88a2b37626e9fc0977b4760bee5)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/95a669bf-c657-42ec-a417-e5d31d33ac22_rw_3840.jpg?h=a6ed359a0b04cae78178f927f3eb9970)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/1980d7ee-8e77-471d-9993-f6860438b96e_rw_3840.jpg?h=8765c2c3dd1f4b507dd9c827b9710612)
![](https://cdn.myportfolio.com/e4e590c8bcd30dcdb39e8a7e96dcc83b/f1f77832-e1b3-43f0-bec0-ffe9e0f8f1e2_rw_1920.jpg?h=b14adac98ea5c8212313634e14419b98)