Quidiya Gaming, Quidiya Gaming

Agency:

Brash Agency

Client:

Quidiya Gaming

Role:

Styleframes, 2D Animation, 3D Animation

Brief

Brash brought me on to support the motion design system for Qiddiya, one of Saudi Arabia's most ambitious megaprojects under Vision 2030, a city-scale entertainment destination projected to attract 17 million annual visitors by 2030. The scale of the project demanded not just one visual language, but a family of motion identities, each world, theme, and attraction within Qiddiya has its own sub-brand. The challenge: maintain visual coherence across an enormous identity system while working at event speed, shifting between deliverables daily as launch deadlines approached.

Tools: After Effects, Cinema 4D, Redshift

Platforms: Exhibition

Credits:

Production: Brash Agency

Process

Discovery

Qiddiya had an established master identity system. Before diving into production, I immersed myself in the brand architecture, understanding how the master brand related to each sub-identity across the city's 12 theme parks, gaming and esports district, performing arts venues, and sports facilities. The nature of this project wasn't a single linear concept phase, it was a continuous creative sprint. Each sub-identity required its own motion exploration, and I contributed across logo animations, styleframes, transitions, and new sub-brand directions simultaneously.

Styleframes

Delivered across multiple brand territories, each with its own visual tone, while remaining unmistakably part of the Qiddiya family. Styleframes were used to present and validate directions before committing to full animation.

Production

Tools: Cinema 4D, After Effects. Responsibilities spanned logo animations, motion styleframes, broadcast-format animations, event screen content, and mockup presentations for client review. Worked as part of a distributed creative team under Brash's direction, adapting to shifting priorities in real time.

Delivery

Full multi-format distribution: social content, OOH screens, broadcast, large-format event screens, and live event installations, all requiring different spec, scale, and timing considerations.

Key Creative Decision

The biggest creative challenge wasn't any single animation, it was maintaining design discipline under constant context-switching. With dozens of sub-identities in play and new briefs arriving daily, I anchored every piece, regardless of sub-brand, to a shared motion vocabulary: consistent easing logic, a unified sense of weight, and timing rhythms that felt coherent across all territories. This meant that even when styles diverged visually, everything felt like it came from the same creative mind.

Results

• Delivered across the full format spectrum: social, OOH, broadcast, large-format event screens, and live installation
• Multiple sub-brand identities brought into motion simultaneously
• Content deployed at Qiddiya's live events and across regional media

Conclusion

Qiddiya taught me how to operate creatively at infrastructure scale, where the brand isn't a single campaign but an entire city's visual language in motion. The skill I developed most wasn't technical, it was cognitive flexibility: the ability to hold multiple creative contexts simultaneously without losing quality or coherence in any of them.