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. Campaign Live 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
Production: Brash Agency
01 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. The work demanded rapid ideation and rapid execution in equal measure.
Styleframe
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
02 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, the obvious approach would have been to treat each deliverable as isolated. Instead, 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. In a project of this scale, that coherence is what separates a motion system from a collection of assets.
03 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
04 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. That capacity to switch, adapt, and still deliver work that feels intentional is now one of the things I bring to every large-scale branding engagement.
