Mobily
An animated advertisement film for Mobily, one of Saudi Arabia's leading telecom providers.
Icons built to live in the feed, carrying the decorative grammar of Saudi craft into a format that travels without friction across every screen Mobily touches.
A fully animated advertisement film for Mobily, one of Saudi Arabia's largest telecommunications companies, formally Etihad Etisalat. The brief called for something built for digital attention spans: a piece that earns its first two seconds, then holds.
Animation was chosen over live-action for the control it affords, over timing, palette, and metaphor, and for the ease with which it travels across the regional markets Mobily serves.
Motion graphics were developed to align with Mobily's existing brand language while introducing a visual system with enough energy to carry the advertisement's central idea. Each frame treated as a design decision: the relationship between type and graphic, the weight of the mark on screen, the rhythm of cuts, considered as a whole.
"Icons designed to live in the feed, built with the decorative grammar of Saudi craft."
Every frame a decision — the weight of the mark on screen, the rhythm of a cut, the space between type and graphic: nothing left to default.





















