Reshaping Perceptions of Saudi Arabia - a Kindgdom in Transition

Challenge: Saudi Arabia is undergoing a major transformation, shifting from an oil-based economy to a more diversified, future-facing model - much of it driven by the Public Investment Fund (PIF).

The challenge was to communicate that change credibly to international audiences - attracting investment while reshaping perception at scale.

Solution: I conceived, wrote and directed a 30-minute documentary film, using the extraordinary access I was given to tell a more human, authentic story of a Kingdom in transition

Filming with ministers, business leaders and communities across the country, the narrative balanced national ambition with everyday life – the macro and the micro - making a complex transformation feel real, credible and relatable.

Impact: The film reached a pan-regional audience of tens of millions via broadcast on leading TV network Al Arabiya and became a cornerstone asset for the PIF at global events.

It helped shift perception of the Kingdom at a critical moment - giving audiences a clearer understanding of the scale, ambition and direction of its transformation.

Role: Strategic narrative lead, writer, director