All work
Carrier of the Aspirers
Brand Platform
Client
flyadeal
Role
Art Director
Scope
Campaign art direction, films, key visuals, social
Challenge
Move flyadeal beyond being seen solely as a low-cost airline and build a stronger emotional connection with ambitious Saudis.
Insight
For an ambitious generation moving toward new goals, travel is not simply about reaching a destination—it is part of the journey forward.
Idea
Carrier of the Aspirers positions flyadeal as the airline for people with ambitions.
My Role
I led the campaign's visual direction across films, key visuals, storyboards, social content, and internal activation—from concept through production.
Outcome
The idea became a long-term brand platform, evolving across four consecutive Saudi National Day campaigns from 2023 to 2026.
2023
Ambition
We introduced the aspirers: Saudis chasing their ambitions, with flyadeal along for the journey.
2024
Voices
Then we handed them the mic. Real people shared what Saudi gives them, and what it means to them.
2025
Anthem
Their voices became a song, an anthem for everyone on the way to something.
2026
The platform continues
The Carrier of the Aspirers remains the foundation for this year's Saudi National Day campaign.
Behind the Scenes
Every film started as a hand-drawn board, one line of script at a time.
On set
Credits
Creative Director
Ali Naim
Copywriter
Osama Kbesi & Osama Alsharif
Motion / 3D
Salem Alkaf
Production
2023 Telfaz · 2024 SpeedTrack · 2025 Hives Studio