Play it like Pep [2025]
The brief
Visa and ENBD wanted to activate their partnership with Pep Guardiola at Riyadh Boulevard, one of Saudi Arabia's most iconic entertainment destinations, and home to one of the most ambitious outdoor screen setups in the region. The ask: take over that canvas to drive card acquisition, with sign-ups unlocking the chance to meet Pep in Manchester.
Tactical, the agency leading the campaign, brought us on as their creative partner. They came with a clear strategic direction and a script, but to do justice to a screen environment of this scale, they needed a creative vision to match. Dozens of displays. A central vertical centrepiece. Screens wrapping the boulevard in every direction. This wasn't a placement, it was a stage.
Our role
Tactical came to us with the strategic direction and script. Our job was to turn that into a creative treatment, defining how the piece should look, feel, and move across that screen environment.
We developed a treatment built around a visually striking, graphic approach. Bold typography, expressive motion, a strong visual language that could hold its own across dozens of screens at boulevard scale. The treatment defined the aesthetic from the ground up: how Pep would be introduced, how the narrative would unfold across the space, and how the message would land at the end.
The result
A 30-second motion graphics piece: expressive, graphic, and type-driven. Designed to own Riyadh Boulevard's screen environment. Bold enough to stop a crowd, cinematic enough to hold them.