Saudi Arabia’s King Abdullah University of Science and Technology (KAUST) has launched On a Mission – a bold brand campaign that puts its faculty and PhD students at the centre of the story, positioning them as scientists on a mission to solve some of the world’s most urgent challenges.
The campaign was developed by KAUST’s Global Brand and Communications team in collaboration with local partners Three Steps and Fabrik.
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It debuted to coincide with the Times Higher Education (THE) World Academic Summit 2025, hosted by KAUST for the first time in the Middle East last week.
Central to the campaign is a hero film produced on KAUST’s campus and labs, featuring real KAUST researchers and students in their labs and field sites.
Supported by short profiles, digital storytelling, social content and on-campus activations, the campaign captures the authentic voices and faces of the community driving KAUST’s mission forward.
“On a Mission reflects who we are as a university. Mission-led, driven to turn research into impact for Saudi Arabia and the world,” said Emily Osbourne, Chief Communications Officer, KAUST.
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Osbourne said, “We are not creating campaigns for the sake of awareness. We are telling the stories of our professors and PhD students who are working every day to solve the world’s most pressing challenges.
She concluded, “By producing this campaign in-house, we’ve ensured their voices, their passion and their mission come through with authenticity. It is a campaign made by KAUST, about KAUST, and for the world.”
CREDITS:
Campaign Title: On a Mission
Brand / Client: King Abdullah University of Science and Technology (KAUST)
Produced in-house: KAUST Brand & Content Team
- KAUST Leadership:
- Emily Osbourne, Chief Communications Officer (CCO), King Abdullah University of Science and Technology
- Aurelie Arsouze, Director of Communications and Marketing, King Abdullah University of Science and Technology
- Creative, Strategy and Scripting:
- Amy Lee-Hopkins, Associate Director of Brand and Content, King Abdullah University of Science and Technology
- Tony Sheridan, Content Manager, King Abdullah University of Science and Technology
- Xavier Pita, Creative Manger, King Abdullah University of Science and Technology
- Direction, Production, Sound & Editing:
- Ruba Fadhel, Director, King Abdullah University of Science and Technology
- Mark Bowes Production Manager, King Abdullah University of Science and Technology
- Alex Arias Sound Technician, King Abdullah University of Science and Technology
- Adnan Shah Sound Technician, King Abdullah University of Science and Technology
- Jayson Ricamara, Photography, King Abdullah University of Science and Technology
- Mohamed Zeini, Editor, King Abdullah University of Science and Technology
- Ryan Yangyan, Camera, King Abdullah University of Science and Technology
- Abdulaziz Alshehri, Camera Assistant, King Abdullah University of Science and Technology
- Silvia Salvador, Production Coordinator, King Abdullah University of Science and Technology
- Digital, Design & Communications:
- Maha Al Harbi, Digital Manager, King Abdullah University of Science and Technology
- Zara Shabbir Social Media Manager, King Abdullah University of Science and Technology
- Omnia Attallah, Art Direction, King Abdullah University of Science and Technology
Partners: Three Steps and Fabrik
