We were briefed by the Saudi General Sports Authority to create and execute the 2018 Ad Diriyah Formula E prix from start to finish.

My role as a lead creative and art director consisted of spearheading a team of 3D designers to create the look and feel and the experiential journey of several activated areas.

Offering fans a chance to enjoy the sport while accessing the best in hospitality, culture, entertainment and community experiences.

In addition to creating consumer journeys, I also designed wayfinding systems and branding opportunities. I was working closely with our creative director, 3D Designers, architects and production team to conceptualize our structures.

Our inspiration was drawn from Ad Diriyah, as the first home of Formula E in the Middle East. Ad Diriyah, dubbed ‘The Jewel of Saudi’ is famous for its its cool mud brick buildings and is a UNESCO world heritage site. The Najdi architectural style native to this area was our main blueprint to create all of the experiences.

The architecture inspired our arches, signages, and supporting zones which were all curated by the General Culture Authority, and the Ad Diriyah Gate Authority and General Sports Authority to attract a local and international crowd.

The process that I adopted to conceptualize and art direct the consumer journeys and their appropriate 3D structures consisted of 4 steps.

1

studying the client’s brief, and the history, heritage, and native najdi architecture.

2

meeting with the team to discuss the area, demarcate our floor plan and sections, study the environemnt. we also discuss our brand guidelines and seek out inspiration.

3

I create a theme and vision boards, references and hand drawn sketches from scratch. I then move to create 2d mockups and prototypes which will then be translated into 3 Dimensional renders and used alongside the branding and our visual communication, using latest 3D softwares such as sketch up and Lumion.

4

Supervising and following through with the 2d and 3D creative process, 3d sketch and renders to achieve the most desired visual results that showcase the consumer journey and every touchpoint we discussed. All this while communicating with a can do attitude with our production team to make sure that our ideas are viable and are the closest possible to reality.

while working closely with a highly competitive, creative team and directors, We achieved a record breaking success by creating and executing one of the most publicized and sustainable events of the year!

an idea. a sketch. a prototype

The signage system was inspired by the general look and feel of Ad Diriyah and our brand guidelines. I studied the latter and created hand drawn sketches which I then prototyped on photoshop and illustrator, after that I worked closely with our 3D designers to bring them to life in our actual location. I also worked closely with the account and production directors, and was responsible to see this work through. I also created the bilingual artworks for final printing and supervised the printing procedure taking into consideration client approvals and general budgets.

These renders show the recreation of the Ad Diriyah doors used in our entrance arches and our structures doors. I recreated the look and feel through mockups that were used in our 3D renders. I used wooden textures and recreated the colorful graphics and symmetrical patterns. The prototypes were designed to be printed and were also used in our renders shown here.

photoshopped Door Mockups

From 2D mockups to 3D renders

I art directed the consumer journey and the look and feel of this cultural experience and activation area. I created vision boards and sketches which I then briefed to our 3D team who translated them into 3 Dimensional designs. I also supervised all the architectural details and the renders. I was responsible to make sure we create the best visual results following our theme and branding guidelines.