Discover Aseer "عسير تهوّل"
One Region. Countless Experiences.
Project Type
Tourism Campaign / Creative Concept / Art Direction / Photography Production / OOH
My Role
Creative Concept / Art Direction / Photography Previsualization
Client
Discover Aseer
Location
Aseer, Saudi Arabia
Project Overview
Discover Aseer’s launch campaign was developed to introduce the region as an extraordinary Saudi tourism destination.
Through cinematic storytelling and a distinctive visual direction, the campaign celebrated the diversity of Aseer’s landscapes, culture, hospitality, and adventure experiences.
The Challenge
How do you communicate a region that offers so many dramatically different experiences?
Aseer brings together mountain landscapes, green highlands, coastal environments, heritage villages, cultural traditions, and a variety of seasonal atmospheres. The challenge was to develop one coherent creative direction capable of showcasing the region’s diversity without reducing it to a conventional tourism campaign.
The Creative Idea
We approached Aseer as a destination defined by its contrasts.
Every visual was created to reveal a different aspect of the region, connecting its people, nature, cultural heritage, and sense of adventure.
The concept invited viewers to experience Aseer beyond what they already knew, revealing the many stories within one destination.
Bringing It to Life
The campaign was developed during the early emergence of generative AI as a creative production tool.
After developing the creative concepts, we used AI-generated frames to previsualize the imagery and communicate the art direction to the production team. These references served as detailed blueprints for real photography.
We traveled through the region, working with production teams to identify locations, recreate compositions, and capture authentic scenes that translated the approved concepts into real imagery.
The final campaign was deployed across digital and outdoor communications in Saudi Arabia, showcasing Aseer’s landscapes, hospitality, people, and cultural richness.
The Work
Tourism Key Visuals
Aseer’s landscapes, atmosphere, and sense of discovery.
My Contribution
Creative concept development, art direction, AI-assisted previsualization, photographic references, and collaboration with the production team to translate the approved concepts into final campaign imagery.
