The brief
Puma KSA needed to speak to young Saudis without sounding dated or foreign. Heritage alone would've felt old. Generic global pop would've felt imported.
Deliverables
- →Original production fusing modern dubstep with Khaleeji musical identity
- →Voice-over direction and recording
- →Full sound design across all campaign cuts
- →Mixing and mastering
THE THINKING
Most heritage campaigns sound like the past. Most youth campaigns sound like nowhere. By grounding dubstep production in Khaleeji sonic codes, the campaign sounded like the audience it was speaking to — young, modern, and unmistakably from here.
