Walad
Al Balad 2.0العادي ما يكفيه
The brief
For years, Albatal spoke with the voice of a 40 year old man. The brief was to make one of the Kingdom's most loved snack brands young again: active, engaging, and part of how a new generation actually lives, without losing the warmth that made it a household name.
The challenge
Win over a generation that scrolls past ads in a second and can smell a brand trying too hard. The work had to feel made by them, not for them, live natively on every screen, and still sell a pack of crisps.
The solution
One insight: Saudi youth never settle for ordinary. They upgrade every moment. So the idea became العادي ما يكفيه, ordinary is never enough. A fast film where every everyday moment is pushed one level higher, with Albatal always in the room, signed off هذا ولد البلد.. ما يوقفه شي, nothing stops him.
Native to every screen.
The vertical is not a crop. It was recut for the phone, with its own framing and close ups made for the thumb: the chess board, the pack riding shotgun, the selfie. One idea, built from the start to live where this audience lives.
1:15 · 1:15 vertical · 30s × 2 · 10s · 5s
Shot.
Then generated.
A hybrid production: real sets, real talent and a real helicopter, extended with AI where the camera could not go. Every generated moment had to match the shot one, frame for frame. The chess opening alone went through 33 versions.
Clips from the behind the scenes film by Global Films, the production house. I developed the concept and script, then stayed beside the director from treatment to final frame.
BTS footage © Global FilmsFrom board to screen.
The approved storyboard, and what it became. Hover each frame to see it on screen.
The talent.
Each world led by a creator who already lives it. Cast by design, not by chance: these are some of the Kingdom's biggest voices, the faces our audience follows, respects and looks up to. When the people they admire carry the brand, Albatal stops talking at them and starts talking as them.
The combined following of the cast. The film speaks through voices this generation already chooses to follow.
Out of home.
ولد البلد.. ما يوقفه شي! on the streets of Riyadh, day and night.
One system, every format.
Two worlds in every visual: the heritage and hustle of the city on one side, the speed and the screens on the other, with the three packs holding the line between them. Built to flex from digital billboards to portrait screens without losing the idea.
Unseen frames.
Renders I made while building the world. They never ran, but they set the look, the light and the attitude the film was shot to.
Golden hour, warm reds and the Kingdom's skylines as the stage. Heritage details like Al Sadu weaving on the chess table, so the swagger always felt Saudi.
