Created as part of the Forever Revitalising global brand campaign, the cinematic film Luxury and Serenity in AlUla: A Journey of Elegance and Escape was designed to resonate with luxury travelers in China and other high-value markets. Rather than presenting luxury as mere opulence, the narrative positioned AlUla as a place where luxury is defined by both unique experiences and personal discovery.

Set over three immersive days, the story follows a solo traveler on a journey through AlUla’s most breathtaking experiences, including sunrise hot-air balloon rides and helicopter tours over sandstone mountains, tranquil moments at Banyan Tree AlUla, a luxury experiential resort nestled amidst the dramatic desert landscape, and vintage car rides through the desert to Maraya, the world’s largest mirrored building. Through carefully composed visuals and a contemplative tone, the film reframes luxury as a journey of self-discovery—offering viewers a glimpse into the emotional and sensory depth of AlUla.

With its blend of natural grandeur, cultural depth, and narrative subtlety, the film captured a more mindful vision of luxury travel, speaking to a new generation of experience-driven explorers.

As part of the digital team, I supported the rollout of the film across a range of digital touchpoints—including web and social platforms such as Instagram, TikTok, and YouTube. My focus was on ensuring the campaign’s brand voice and storytelling remained cohesive across all formats, adapting content to suit the behaviors and expectations of each platform.