Quiddiya — Play Life Campaign

Qiddiya is conceived as the world’s first city fully dedicated to entertainment, sport and culture — a place where you don’t just live life, but Play Life. While the physical city is still under construction, the campaign had to bring it to life in people’s imagination, turning everyday scenes into invitations to a more playful way of living. Collaborating with Droga5, I helped define the visual language of the Play Life campaign.