To represent the Ithra building we focused on the 7 elements that were important to Saudi Aramco: the library, the gallery, people, the oil wells, technology, pebbles, and tubes. We created stunning content for these 7 ideas.
We tied all the elements of the content together by filming a contemporary dancer (performing an interpretive sequence representing the elements of the desert) and used the movements to transition elegantly between themes.
The content was shown on a 19m wide LED screen, so we had to ensure our content was of the highest quality. A Phantom Flex super slow-mo camera was used to capture the dancers movements.
