NEOM is an ambitious initiative in northwest Saudi Arabia, launched in 2017 by Crown Prince Mohammed bin Salman. This futuristic project aims to transform the Red Sea coast into a unique region powered entirely by renewable energy. NEOM is designed to be a sustainable living and working space that harmonizes with nature while fostering human progress.
To bring the concept of NEOM, meaning “new future,” to life, the advertising agency enlisted the visionary director Dave Meyers and his creative team. We were tasked with crafting an expansive, immersive world through a continuous crane shot, filmed across 18 meticulously designed sets.
The production faced tight deadlines, with preparation and filming taking place in Mexico City and surrounding towns.
Central to this endeavor were Set Decorator Florencia Rodriguez, over 30 set builders and crew and me. We sketched and fabricated these 18 sets, transforming spaces from ancient caves to futuristic museums to meet the project’s ambitious needs in a record time and taking care of the allocated budget.
Ultimately, our hard work paid off. This ad won the Clio Bronze Award, and I received a letter of commendation from the prestigious Art Directors Guild.
Watch the full clip and don’t miss the Behind the Scenes Gallery.
