TANK 300 "Saudi Launch"
Built to Explore. Designed to Stand Apart.
Project Type
Automotive Launch / Art Direction / CGI / Localization / Integrated Advertising
My Role
Art Direction / CGI Key Visuals / Image Compositing / Localization
Client
TANK
Project Overview
The TANK 300 Saudi launch introduced a distinctive automotive identity built around the combination of rugged capability, premium styling, and adventure.
Our objective was to establish the vehicle’s personality in the Saudi market while making its original international assets feel culturally and geographically relevant.
The Challenge
At launch, we had no physical vehicle available to photograph.
The existing visual resources were largely developed for the Chinese market, creating a challenge in communicating the vehicle’s character to Saudi audiences. We also needed to balance two aspects of the car: its adventurous capability and its premium everyday appeal.
The Creative Idea
We built the visual direction around exploration and refinement.
Saudi Arabia’s dramatic landscapes offered a natural setting for the TANK 300’s character, allowing us to connect the vehicle with the Kingdom’s growing interest in outdoor adventure.
Rather than focusing exclusively on technical specifications, we wanted to illustrate the lifestyle possibilities surrounding the vehicle.
Bringing It to Life
The launch key visuals were initially developed from 3D assets and adapted through art direction and detailed compositing.
As the project developed, we expanded the campaign imagery into local Saudi environments.
Locations such as AlUla provided a distinctive visual setting, where natural rock formations and vast desert landscapes complemented the vehicle’s bold proportions.
The resulting communications explored the TANK 300 across different environments and lifestyle situations, balancing adventure, toughness, comfort, and individuality.
The Work
Film and Production
My Contribution
Launch campaign art direction, CGI-based key visual development, image compositing, asset localization, and visual storytelling across campaign applications.