Client
Qiddiya Investment Company
Location
Middle East & Africa, Saudi Arabia
Collaborators
Droga5, Dimension
Sector
Attractions & Theme Parks
Location-Based Entertainment (LBE)
Services Provided
Story
Narrative Development
Scripting & Messaging
Voice, Tone, Accessibility & Localization
Filmmaking & Animation
Technology
Virtual Production & 3D Visualization
Digital Twins, Real-Time Engines & Simulation
Delivery
Marketing Content
Building a world-class entertainment destination from scratch takes more than capital and vision. It takes masterful storytelling. To whet the world’s appetite for Qiddiya City, Journey utilized virtual film production techniques that positioned viewers right in the action.
Qiddiya City is a world first: a master-planned sports and entertainment zone covering 360 sq km, currently being built amid the craggy sandstone cliffs west of Riyadh. When complete it will comprise a Formula 1-ready, 21-corner racetrack, the first Six Flags theme park outside of North America, a multipurpose stadium and a prestigious culture and arts center.
These monumental features will largely overlap within the city. Their proximity, combined with multidimensional entertainment that unfolds across all realms of perception, will power experiences that blend, blur and augment reality.
To stir fascination among hundreds of millions of people for a place that doesn’t yet exist is quite a trick. The Qiddiya Investment Company looked for a partner capable of blending digital and physical storytelling to an uncanny degree.
Impact
#1
Trending topic on X in Saudi Arabia within 1 hour of launch
650+
Media reports generated across 50 countries
363.9M
Social media impressions
We adopted groundbreaking virtual production techniques for a video campaign, conceived by our partner Droga5, that activates and feeds the public’s excitement for the Qiddiya City Motorsports precinct. As much as anything in our collective decades of experience, virtual production (VP) redefines the art of the possible in digital media.
VP does away with costly, clunky green screens. Instead, utilizing a cylindrical LED screen around the stage, we were able to create a visual backdrop for a racecar driver passing through a hyper-realistically rendered Qiddiya City. VP opens up a realm of three-dimensional virtual space — a metaverse of film creation — that offers unmatched immersion for the actor, the crew and ultimately, the audience.
Qiddiya City’s first guests will be dazzled. We’d like to think, despite not utilizing any bulldozers, our mastery of VP helped build the dream that brought them there.
