Building a homeland

Small actions, simple initiatives, and the unseen results of today’s efforts may not be evident now, but their impact will emerge tomorrow. So, how can we connect with that impact?

The Public Investment Fund (PIF) is one of the largest sovereign funds globally, driving job creation and investing in promising opportunities both locally and internationally. PIF honors the daily contributions that have built our nation, brick by brick, with a deep belief that small efforts can lead to great change. While “investment” often evokes images of long-term projects, the challenge is making the target audience feel personally connected to PIF’s immediate impact. How do we show that their daily efforts are also part of the larger investment in our nation’s future?

Work Strategy:

For the Public Investment Fund’s National Day ad, we focused on highlighting the everyday investments we all experience—through effort, time, and knowledge. The campaign also celebrated the diverse individuals who tirelessly push through challenges, endure hardships, and strive for both personal and national success, embodying the true spirit of investment in our collective future.

Framework:

• Creative Concept & Messaging: Developing a compelling idea and impactful message.
• Scriptwriting & Scene Design: Building engaging scripts & visuals.
• Technical & Art Direction: Shaping the overall approach to ensure alignment with creative and strategic goals.
• Music & Sound Selection: amplifying emotional connection.
• Photography & Production: Executing high-quality visuals & production to deliver a memorable campaign.