Sport is growing fast in Saudi Arabia, but for young women, it’s still something foreign and intimidating. To fill Saudi girls with confidence and excitement to begin their sport journey, we needed to make them realise the potential within themselves.

Imagine being a team player who has never met her team, a striker who has never touched a ball, a gymnast who has never taken a leap. Potential is a terrible thing to waste. With this campaign, we want every girl to ask herself…but what if I can?

To bring this story to life, we collaborated with one of the country’s best-known and one of the first female filmmakers of the Kingdom, Haifaa Al Mansour. Haifaa brought to the project the level of craft and authenticity deeply rooted in Saudi culture.

Alongside the hero film, we made a bunch of short social films. In each, our hero accidentally discovers the joy of movement, seamlessly transitioning between two worlds: from a mundane situation to a sports action.

We also shot a series of stills and fun BTS with Madelaine Penfold.

We filmed everything in Riyadh. It was an incredible experience to visit the country for the first time and see how the project brought together so many young female Saudi athletes.

I worked on this project as a Copywriter at Wieden+Kennedy Amsterdam with Mariano Cruz as an Art Director and Guney Soykan & Evgeny Primachenko as Creative Directors.