Simon Walsh, Executive Business Director, LIGHTBLUEThere’s a different kind of energy in the Middle East. It’s not the type you find in trend reports or cultural decks. It’s faster, louder, and more committed to the power of a big idea. A big energy rooted in bravery and ambition; this mindset has made the region a creative proving ground for some of the world’s most ambitious experiential work.
In a market where every brief starts with ‘a world first’ or ‘never seen before’ expectations are high, and attention is earned through action with bravery and creativity and it doesn’t have the luxury of playing it safe. The best work here is daring, deeply expressive, and often logistically outrageous, and that’s exactly what
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