Empowering 

Empowering

Empowering

Empowering

Empoweirng

people to defy

people to defy 

people to defy

people to defy

people to defy

culture.

culture.

culture.

culture.

culture.

abdullah2

Synopsis

Synopsis

Synopsis

Synopsis

Synopsis

Saudi Arabia is a culture-driven country, and it has a unique culture. For example, women are not allowed to travel without the approval of a male guardian. Also, only a few years back, were they allowed to enter the workforce. Alike, from a cultural perspective, people’s lives were considered to be over if they are handicapped. Taking jobs that don’t suit peoples’ social statuses—like working at QSRs—also resulted into stigma. Due to these cultural norms, unemployment among young Saudis skyrocketed.

Saudi Arabia is a culture-driven country, and it has a unique culture. For example, women are not allowed to travel without the approval of a male guardian. Also, only a few years back, were they allowed to enter the workforce. Alike, from a cultural perspective, people’s lives were considered to be over if they are handicapped. Taking jobs that don’t suit peoples’ social statuses—like working at QSRs—also resulted into stigma. Due to these cultural norms, unemployment among young Saudis skyrocketed.

Saudi Arabia is a culture-driven country, and it has a unique culture. For example, women are not allowed to travel without the approval of a male guardian. Also, only a few years back, were they allowed to enter the workforce. Alike, from a cultural perspective, people’s lives were considered to be over if they are handicapped. Taking jobs that don’t suit peoples’ social statuses—like working at QSRs—also resulted into stigma. Due to these cultural norms, unemployment among young Saudis skyrocketed.

Saudi Arabia is a culture-driven country, and it has a unique culture. For example, women are not allowed to travel without the approval of a male guardian. Also, only a few years back, were they allowed to enter the workforce. Alike, from a cultural perspective, people’s lives were considered to be over if they are handicapped. Taking jobs that don’t suit peoples’ social statuses—like working at QSRs—also resulted into stigma. Due to these cultural norms, unemployment among young Saudis skyrocketed.

Saudi Arabia is a culture-driven country, and it has a unique culture. For example, women are not allowed to travel without the approval of a male guardian. Also, only a few years back, were they allowed to enter the workforce. Alike, from a cultural perspective, people’s lives were considered to be over if they are handicapped. Taking jobs that don’t suit peoples’ social statuses—like working at QSRs—also resulted into stigma. Due to these cultural norms, unemployment among young Saudis skyrocketed.

The Human Reserouces Development Fund was setup up to change the aforementioned with the Perseverance Award; a platform that features people who struggle with these problems, and how they overcome them. The objective is to change people’s perception about key issues, allowing more integration into the workforce.

The Human Reserouces Development Fund was setup up to change the aforementioned with the Perseverance Award; a platform that features people who struggle with these problems, and how they overcome them. The objective is to change people’s perception about key issues, allowing more integration into the workforce.

The Human Reserouces Development Fund was setup up to change the aforementioned with the Perseverance Award; a platform that features people who struggle with these problems, and how they overcome them. The objective is to change people’s perception about key issues, allowing more integration into the workforce.

The Human Reserouces Development Fund was setup up to change the aforementioned with the Perseverance Award; a platform that features people who struggle with these problems, and how they overcome them. The objective is to change people’s perception about key issues, allowing more integration into the workforce.

The Human Reserouces Development Fund was setup up to change the aforementioned with the Perseverance Award; a platform that features people who struggle with these problems, and how they overcome them. The objective is to change people’s perception about key issues, allowing more integration into the workforce.

The format they chose is films featuring real people. These films are designed to inspire others to follow in their footsteps, enter the work force, and forsake the cultural norms.

The format they chose is films featuring real people. These films are designed to inspire others to follow in their footsteps, enter the work force, and forsake the cultural norms.

The format they chose is films featuring real people. These films are designed to inspire others to follow in their footsteps, enter the work force, and forsake the cultural norms.

The format they chose is films featuring real people. These films are designed to inspire others to follow in their footsteps, enter the work force, and forsake the cultural norms.

The format they chose is films featuring real people. These films are designed to inspire others to follow in their footsteps, enter the work force, and forsake the cultural norms.

DISCIPLINES

DISCIPLINES

DISCIPLINES

DISCIPLINES

DISCIPLINES

Ideation
Art Direction
Creative Direction
Copywriting

Ideation
Art Direction
Creative Direction
Copywriting

Ideation
Art Direction
Creative Direction
Copywriting

Ideation
Art Direction
Creative Direction
Copywriting

Ideation
Art Direction
Creative Direction
Copywriting

MEDIUM

MEDIUM

MEDIUM

MEDIUM

MEDIUM

Digital Films

Digital Films

Digital Films

Digital Films

Digital Fims

CLIENT

CLIENT

CLIENT

CLIENT

CLIENT

Ministry of Labor and Social Development—Kingdom of Saudi Arabia

Ministry of Labor and Social Development—Kingdom of Saudi Arabia

Ministry of Labor and Social Development—Kingdom of Saudi Arabia

Ministry of Labor and Social Development—Kingdom of Saudi Arabia

Ministry of Labor and Social Development—Kingdom of Saudi Arabia

YEAR

YEAR

YEAR

YEAR

YEAR

2016

2016

2016

2016

2016

The Challenge

The client approached me to create 3 films for 3 candidates. However, along with the clients’ focus on breaking these cultural taboos, the client asked for it to be done swiftly and without angering anyone—especially that these films were to be posted on social channels. Additionally and most importantly, it was paramount that the films truly inspire.

The Challenge

The client approached me to create 3 films for 3 candidates. However, along with the clients’ focus on breaking these cultural taboos, the client asked for it to be done swiftly and without angering anyone—especially that these films were to be posted on social channels. Additionally and most importantly, it was paramount that the films truly inspire.

The Challenge

The client approached me to create 3 films for 3 candidates. However, along with the clients’ focus on breaking these cultural taboos, the client asked for it to be done swiftly and without angering anyone—especially that these films were to be posted on social channels. Additionally and most importantly, it was paramount that the films truly inspire.

The Challenge

The client approached me to create 3 films for 3 candidates. However, along with the clients’ focus on breaking these cultural taboos, the client asked for it to be done swiftly and without angering anyone—especially that these films were to be posted on social channels. Additionally and most importantly, it was paramount that the films truly inspire.

The Challenge

The client approached me to create 3 films for 3 candidates. However, along with the clients’ focus on breaking these cultural taboos, the client asked for it to be done swiftly and without angering anyone—especially that these films were to be posted on social channels. Additionally and most importantly, it was paramount that the films truly inspire.

yes_you_can

Not a narration of events, but a cascade of feelings using film format.

Empathy was a guiding priciniple to writing the films since we wanted to truly inspire. Along with my work partner, I talked to the candidates about what they felt when one event happened, and how they felt when another one occured. The aim was to capture feelings audiences may identify with; a film that speaks to audiences experiences.

Not a narration of events, but a cascade of feelings using film format.

Empathy was a guiding priciniple to writing the films since we wanted to truly inspire. Along with my work partner, I talked to the candidates about what they felt when one event happened, and how they felt when another one occured. The aim was to capture feelings audiences may identify with; a film that speaks to audiences experiences.

Not a narration of events, but a cascade of feelings using film format.

Empathy was a guiding priciniple to writing the films since we wanted to truly inspire. Along with my work partner, I talked to the candidates about what they felt when one event happened, and how they felt when another one occured. The aim was to capture feelings audiences may identify with; a film that speaks to audiences experiences.

Not a narration of events, but a cascade of feelings using film format.

Empathy was a guiding priciniple to writing the films since we wanted to truly inspire. Along with my work partner, I talked to the candidates about what they felt when one event happened, and how they felt when another one occured. The aim was to capture feelings audiences may identify with; a film that speaks to audiences experiences.

Not a narration of events, but a cascade of feelings using film format.

Empathy was a guiding priciniple to writing the films since we wanted to truly inspire. Along with my work partner, I talked to the candidates about what they felt when one event happened, and how they felt when another one occured. The aim was to capture feelings audiences may identify with; a film that speaks to audiences experiences.

feelings

Afraa’s film

Afraa’s Film

Afraa’s Film

Afraa’s Film

Afraa’s Film

Mohammad’s film Winner of the 2016 Award.

Mohammad’s film Winner of the 2016 Award.

Mohammad’s Film Winner of the 2016 Award.

Mohammad’s Film—Winner of the 2016 Award.

Mohammad’s Film—Winner of the 2016 Award.

Abdullah’s Film (English SUBS COMING SOON)

Abdullah’s Film

Abdullah’s Film

Abdullah’s Film

Abdullah’s Film

The Results

The Results

The Results

The Results

The Results

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is_yt-04
is_yt-02
is_yt-01
is_yt-05
is_yt-06
is_yt-08
is_yt-07

Source: YouTube

Source: YouTube

Summary of results

Summary of results

Summary of results

Summary of results

Summary of results

01.
01.
01.
01.
01.

Instant empathy as reflected by how people engaged with the films on YouTube.

Instant empathy as reflected by how people engaged with the films on YouTube.

Instant empathy as reflected by how people engaged with the films on YouTube.

Instant empathy as reflected by how people engaged with the films on YouTube.

Instant empathy as reflected by how people engaged with the films on YouTube.

02.
02.
02.
02.
02.

Zero backlash albeit the topics featured are culturaly sensetive in Saudi Arabia.

Zero backlash albeit the topics featured are culturaly sensetive in Saudi Arabia.

Zero backlash albeit the topics featured are culturaly sensetive in Saudi Arabia.

Zero backlash albeit the topics featured are culturaly sensetive in Saudi Arabia.

Zero backlash albeit the topics featured are culturaly sensetive in Saudi Arabia.

03.
03.
03.
03.
03.

600,000 organic engagement on YouTube, and millions of earned media impressions across social media.

600,000 organic engagement on YouTube, and millions of earned media impressions across social media.

600,000 organic engagement on YouTube, and millions of earned media impressions across social media.

600,000 organic engagement on YouTube, and millions of earned media impressions across social media.

600,000 organic engagement on YouTube, and millions of earned media impressions across social media.

Next Case

Next Case

Next Case

Next Case

Next Case

Study

Study

Study:

Study:

Study:

LOCATION
LOCATION
LOCATION
LOCATION
LOCATION

Amsterdam, The Netherlands

Amsterdam, The Netherlands

Amsterdam, The Netherlands

Amsterdam, The Netherlands

Amsterdam, The Netherlands

© Kenan Abdulghani 2019—Amsterdam.

© Kenan Abdulghani 2019—Amsterdam.

© Kenan Abdulghani 2019—Amsterdam.

© Kenan Abdulghani 2019—Amsterdam.

© Kenan Abdulghani 2019—Amsterdam.