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A new era of innovation

A deep dive into how Create., a leading regional agency, used AI to resurrect 600 years of Saudi history – and went far beyond campaign objectives to claim several awards.

As AI tools were still finding their place in the creative world, Create., a regional agency known for pushing boundaries, was already making history. 
The brief? Bring to life the 600-year-old story of Diriyah’s role in the Hajj pilgrimage – without any archival imagery, relying solely on oral records. What Diriyah had was a vision.
For centuries, Diriyah served as a vital stop for pilgrims journeying to Makkah. But its story – and that of the Imams who safeguarded these routes – had faded from public memory. 
With a bold challenge from the passionate team at Diriyah Gate Development Authority (DGDA), Create. partnered with Manga Productions to build what history never documented: two full


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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.