Mobily

An animated advertisement film for Mobily, one of Saudi Arabia's leading telecom providers.

Film & Video Motion Graphics Creative Direction Technology & Telecom

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.

Film & Video

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.

Film & Video

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."

Film & Video

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.

Mobily, formally Etihad Etisalat, is one of Saudi Arabia's largest telecommunications companies — a brand operating at the scale where every piece of communication carries the weight of millions of daily interactions. The brief was specific in its ambition: an animated advertisement film built for digital audiences, for the platforms where attention is fractional and the first two seconds decide everything. The work had to earn its place in the feed before it earned the right to say anything at all.

Animation was chosen over live-action from the outset, and the choice was deliberate. It was not an economy — it was a position. A fully animated form grants the production complete authority over timing, palette, and visual metaphor, removing the contingencies of location, talent, and light that live-action introduces. It also travels. Across the regional markets Mobily serves, an animation carries no cultural specifics it hasn't chosen to carry, which is a meaningful property when the work must communicate with clarity at scale.

Motion graphics were developed in alignment with Mobily's existing brand language, but the goal was not replication — it was extension. The work introduced a dynamic visual system capable of carrying the advertisement's central idea through pacing, typographic weight, and the choreography of transitions between states. The icons and graphic elements were built with the decorative grammar of Saudi craft: a visual sensibility rooted in the region rather than borrowed from the category's international defaults. Every frame was treated as a design decision: the relationship between type and graphic form, the weight of the brand mark at rest and in motion, the rhythm of cuts — considered as a single, unified statement.

The outcome is an advertisement film in which animation is the primary expressive medium, not decoration layered over a voice-over, but the vehicle through which the brand's message acquires shape, momentum, and the kind of recall that comes from craft that knows what it is doing. For a regional telecommunications market with increasingly exacting visual standards, the film holds Mobily's communication to the level of production quality its audience has come to expect from the category's best work.

Client

Mobily (Etihad Etisalat)

Industry

Technology & Telecom

Services

Film & Video
Motion Graphics
Creative Direction

Office

Riyadh

Year

2024

Studio

HoopAI Creative Studio