The 2025 cohort of the NextGen Academy at Athar Festival, which Serviceplan Arabia's Ali Alshehri participated in.Stepping into the Athar Festival’s NextGen Academy felt like moving from the quiet rhythms of my hometown in southern Saudi Arabia into the energetic heartbeat of the region’s creative industry. It was the moment where everything I’d studied, questioned, and hoped for about advertising suddenly became real.
What the experience at Athar taught me
Growing up in the south of Saudi Arabia gave me a cultural perspective that naturally shows up in the way I think and write. But Athar helped me see how valuable that really is.
When mentors talked about ideas that feel authentic to the audience, it clicked for me: my background isn’t just something personal—it’s a creative strength I can build on.
Listening to leaders like Thamer Al-Ghamdi gave me my first clear look at the client-side perspective and what brands expect from agencies. Then the session with my own team — Sara Eid and Rami Abdulrahim brought the creative process to life. They showed us how ideas are actually built inside an agency: collaborative, messy, honest, and shaped by the people in the room.
One of the most memorable moments came from an unexpected place. Journalist Anup Oommen, in a short side talk, spoke openly about the changes happening in the industry. His reminder stayed with many of us: curiosity is what will keep us growing, no matter how fast the world shifts.
Learning under pressure
The 24-hour challenge pushed all of us far beyond comfort. A global internet outage wiped out files, created stress, and forced quick problem-solving — but it also revealed something important: pressure doesn’t just test ideas, it strengthens them.
Working with mentors from different agencies and countries showed me how diverse thinking can elevate a concept in ways you simply can’t achieve alone.
Standing on the Strategic Stage during the final announcement wasn’t just about winning or losing. It was the moment I realised how much I had gained in just two days—new skills, more confidence, and a network of people who speak the same creative language.
The takeaway
For me, Athar Festival’s NextGen Academy wasn’t just an event — it was a turning point. It helped me understand the creative industry I want to grow in.
It taught me the power of collaboration, the value of staying curious, and the importance of bringing my own cultural voice into the ideas I create. I walked away not only inspired, but more certain of the creative path I’m building for myself.
By Ali Alshehri, Junior Copywriter, Serviceplan Arabia
