MAGRABI latest campaign for the Kingdom, See Through Our Eyes, created an interactive, choose-your-own-adventure format to explore how perspective shapes everyday experience in Saudi Arabia. The campaign was created in collaboration with Mille World.
Filmed across the Kingdom, the campaign centred on four cultural figures: Aseel Omran, Salem Al Dawsari, Sumaya Rida and Ali Kalthami, each of whom who represented a distinct aspects and lifestyles of modern Saudi life. Audiences were invited to choose which character to follow and then navigate between two possible storylines for each, revealing different interpretations of the same world.
The campaign was launched with one main hero film, followed by individual videos on social media where each figure had their own storyline, that tapped into one aspect of the Saudi lifestyle which the viewers could follow and make choices.
Aseel Omran was positioned as the “Diva”. She presented the viewpoint where she took a cinematic take on daily life, where regualar routine moments were framed with humour and theatricality.
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Footballer Salem Al Dawsari appeared as the “Midnight Athlete”. He reflecting discipline and focus across both elite sport and everyday community interactions.
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Actress Sumaya Rida took on the role of the “Visionary”, set against Riyadh’s night-time cityscape and grounded in themes of heritage, craft and observation.
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And finally, filmmaker Ali Kalthami was positioned as “The Creative”, as captured cultural shifts through community interaction and storytelling.
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The campaign moves across recognisable Saudi locations, from Souk Al Zal and Wadi Hanifa training grounds to views of the King Abdullah Financial District, using real settings to anchor each narrative in place and memory.
At its core, the Magrabi work is built around the idea that perspective is subjective, with each storyline offering a different way of seeing shared environments and experiences. Eyewear is positioned as a framing device throughout, used to reinforce identity and self-expression moving beyond its image as a purely functional device.
Yasser Taher, CEO of MAGRABI Retail, said the campaign reflects the brand’s long-standing focus on how vision influences lived experience.
“For us, vision has always been about clarity, confidence, and the ability to see yourself in the world around you. How you see shapes how you live,” he shared. “With See Through Our Eyes, we wanted to celebrate the strength of perspective through eyes that, for us, are deeply connected to the heart. We are proud to spotlight Saudi talent, Saudi locations and Saudi stories. As a brand rooted in vision care and self-expression, we see eyewear as a way people express who they are and how they choose to move through the world. This campaign reflects that spirit and the Kingdom’s momentum.”
