Fitness Time "Saudi National Day"
Saudi Pride, With a Little More Muscle.
Project Type
Seasonal Campaign / Art Direction / AI-Assisted Production / Advertising
My Role
Creative Concept / Art Direction / AI-Assisted Production
Client
Fitness Time
Location
Saudi Arabia
Project Overview
Saudi National Day is one of Fitness Time’s most important commercial moments, marked by highly anticipated membership offers.
For this campaign, we set out to celebrate national pride in a way that felt distinctly Fitness Time, creating a visual world where Saudi National Day traditions met the energy of training and physical performance.
The Challenge
Saudi National Day is an extremely competitive advertising period, with countless brands adopting similar visual references.
Our challenge was to respect the official celebration guidelines while creating something fresh, recognizable, and relevant to the fitness audience. A tight production deadline added another challenge, leaving insufficient time for a conventional photoshoot.
The Creative Idea
We gave Saudi National Day a fitness-inspired interpretation.
Taking inspiration from the official National Day visual identity, we customized its decorative stamps and elements using dumbbells and gym-related objects.
The visual direction combined national colors, celebratory fabrics, and Fitness Time equipment, creating compositions that brought national pride and fitness culture together.
Bringing It to Life
With a traditional photoshoot unavailable within the production timeline, we explored an AI-assisted creative approach.
Environments and talent imagery were generated as separate visual components, then carefully integrated through compositing, lighting, perspective correction, and retouching.
This allowed us to create campaign imagery aligned with our creative direction while reducing production time and logistical demands.
The resulting campaign combined traditional art direction with emerging creative technology to deliver a distinctive Saudi National Day presence.
The Work
Film and Production
My Contribution
Creative concept development, art direction, visual development, AI-assisted image production, compositing, and campaign adaptations.
