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Qiddiya – Play Life

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This new campaign, for a Saudi Arabian city Qiddiya, will apparently be 'the world's first city built for play'. 

Las Vegas might have something to say about that, but with construction having started in the beginning of 2019, it seems trips to Qiddiya are on the horizon.

Created by Droga5 and directed by Nick Roney through Prod Co, with Ian Pons Jewell acting as Consulting Director, this 90-second spot begins with some bored looking people kicking balls against a 'No Ball Games' sign, spraying bowling shoes with disinfectant spray, and playing monotonous video games. 

Pretty soon though, some unseen force gatecrashes their boring downtime and, with the help of Black Kite Studios' VFX, catapults them into an action-packed future in the desert. 

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