Noor Khuzam(by Hassan Allam)

Home of Gateways

Client Brief

Hassan Allam was launching Noor Khuzam, a one-of-a-kind compound in Riyadh designed to bring together experiences people would usually leave home to enjoy from outdoor cinema, shopping, restaurants and coffee shops to swimming pools and many other lifestyle facilities alongside its elegant apartments, spacious interiors, and large windows that allow natural sunlight to stay in the home for longer, the challenge was to position Noor Khuzam as a residential project that offers a rare mix of comfort, entertainment, and everyday leisure in one place.

Campaign Concept

The idea was built around a simple truth: many of the activities available at Noor Khuzam are the same things people usually plan for on weekends, holidays, or short getaways, but at Noor Khuzam, you don’t need to leave home to experience them and that’s why we created “Home of Gateways” "وجهة أحلامك بمنزالك" a campaign that turns Noor Khuzam from a residential compound into a destination of its own.

To bring this to life in an unconventional way, we told the story through the eyes of a forgotten travel bag that once was an essential companion for every weekend plan and family getaway, the bag now finds itself left behind after the family moves to Noor Khuzam

To bring this to life in an unconventional way, we made the travel bag the narrator of the film as it humorously complains about being left behind after the family moves to Noor Khuzam, the bag takes us through the different components of the home and community from the elegant apartments and sunlit interiors to the outdoor cinema, restaurants, coffee shops, swimming pools, and lifestyle facilities and through the bag’s point of view, every feature becomes another reason why the family no longer needs to pack for a getaway, because the getaway is already home.