Westfield Saudi Arabia is set to break new ground in lifestyle destinations across the Kingdom, bringing new retail and lifestyle experiences that aim to make an impact regionally and globally.
To build excitement and give audiences a first glimpse of what’s to come, AGA Communications Network has created ‘Discover Westfield – A Journey in Chapters’, a short episodic series designed to spark curiosity and anticipation.
The main objective of the campaign is to make people get a feel of the destination before it exists. To bring that vision to life, the agency tapped into Gen AI to create the visual world of the series, developing everything from immersive lifestyle scenes to the destination’s spaces and architecture, turning imagination into something audiences could experience.
“The goal was to build anticipation around the opening of Westfield Saudi Arabia, while giving people a glimpse of what they can expect from the destination,” said Dany Azzi, Executive Creative Director, AGA Communications Network.
Each episode takes viewers on a journey through this new destination from the perspective of its visitors. The episodes capture not just what visitors can expect to see, but how the destination will make them feel.
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The campaign was designed to primarily target people living in Saudi Arabia – both Saudi nationals and expats – who are drawn to lifestyle destinations that offer something new and memorable across different experiences. The campaign also aims to resonate with audiences across the GCC.
More than showcasing a place, Discover Westfield introduces the lifestyle, energy and moments that will make Westfield unlike anything seen before in the Kingdom.
In terms of results, Azzi explained that since the launch of the campaign, Westfield Saudi Arabia has witnessed strong interest from audiences on social platforms, with people actively asking about the destination and when it would open and start welcoming visitors.
From the experiences they uncover to the atmosphere, emotion and sense of discovery Westfield brings, the series offers a preview of a destination designed to inspire and surprise.
Credits: Agency – AGA Communications Network
Executive Creative Director: Dany Azzi
Senior Copywriter: Jana Fahda
Digital Art Director: Majd Abou Fadel
