The countdown to Riyadh Season has begun in grand fashion with the release of BigTime Creative Shop’s new promo film, ‘Try Not To Enjoy It’, featuring global icons MrBeast, iShowspeed and KSI.
Created to launch the new sports and entertainment season in Saudi Arabia with maximum impact, the film underscores the diversity of Riyadh Season: an entertainment extravaganza.
With a dual focus on engaging the local Saudi community while also going global, the campaign positions Riyadh Season as both a homegrown celebration and a must-visit destination for visitors from around the world.
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The promo film is being amplified heavily across social platforms as part of a much wider integrated campaign, ensuring the message reaches audiences across every digital touchpoint.
Unveiled by His Excellency Turki Alalshikh, Chairman of the General Entertainment Authority (GEA), the promo film, which runs for approximately three-and-a-half-minutes, offers a taste of the experiences awaiting visitors to the greatest entertainment festival in the world.
Directed by Gibson Hazard (Nike, Drake, Call of Duty), and produced by ProdCo, the film is yet another cinematic, entertaining joyride by BigTime Creative Shop following their recent Emmy win and the achievement of becoming Cannes Lions’ Independent Entertainment Agency of the Year.
KSI and Speed compete to ‘Try Not to Enjoy It’
The film places KSI and Speed against each other in the ‘Try Not To React World Championships’ as they attempt to hide their happiness while sampling everything Riyadh Season has to offer.
They find it incredibly hard to keep their emotions in check. The duo face heart-thumping experiences in Boulevard World, the boxing arena, Boulevard City, The Joy Awards and more, as they naturally lose control amongst all the fun.
The presence of these mega-influencers, along with a surprise cameo from MrBeast, reflects a deliberate focus on Gen Z, connecting authentically with younger audiences through some of the most relevant and influential creators in the world today.
This even translates into the experiences, with MrBeast’s cameo hinting at the soon-to-be-revealed ‘Beast Land’ theme park where visitors can immerse themselves in challenges and adventures based around his content.
While the official opening date and full programme schedule of Riyadh Season are yet be announced, as of the date of writing this article, ‘Try Not To Enjoy It’, sets high expectations for what’s to come.
Riyadh Season 2025/26 promises to be bigger than ever; it aims to be a six-month celebration that cannot be compared to anything else in the world.
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CREDITS:
Client – Riyadh Season
Chairman of General Entertainment Authority (GEA) – His Excellency Turki Alalshikh
Agency – BigTime Creative Shop
Chief Executive Officer – Mohammed Sehly
Chief Creative Officer – Rayyan Aoun
Creative Director – Saymon Medeiros
Associate Creative Director – Hazem Kamal
Senior Copywriter – Eoin Cronolly
Senior Art Director – Gustavo Bilesimo
Senior Editor – Mohammad Al Qarawi
Senior Agency Producer – Inas Nagy
Head of Strategy – Callie Dickens
Head of Social and Innovation – Nael Girgis
Production Company – ProdCo
Director – Gibson Hazard
