The Saudi Cup, in its edition for the year 2024, built on its previous successes, as the Ministry of Culture sought to embody an exceptional experience that blended heritage and modernity, outlining a unique vision for the future of the Kingdom.
After achieving significant aspirations in increasing the number of visitors and expanding media coverage on both local and international levels in the previous year, the ministry moved toward exploring new aspects and stimulating interaction with distinctive ideas and innovative activities.
“Al-Aqal Al-Miqsab” and “Al-Bisht” constituted the essence of the creative concept for the Saudi Cup 2024, harmonizing in their expression of Saudi heritage in a contemporary artistic style. The Aqal Al-Miqsab is considered a symbol of cultural identity and elegance, while the Al-Bisht represents authenticity and pride. These two elements unite in a comprehensive creative concept that elevates the event to new horizons.
The overall direction was built upon the meanings of pride, honor, and victory, as these meanings are fundamentally associated with royalty and are considered its symbols carrying the values of national identity.
We handled all creative aspects of the project, in both the proposal and live phases, in our capacity as Executive Creative Directors in the executing agency at that time. We were in charge of developing the selected theme, reflecting it on the 3D designs of all zones of the event, content development for all activations, stage programming, branding, visitor experience and documentation.
Executing Agency – Hwadi Company Ltd., Client & Copyright – MOC Saudi
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