NEOM is the world’s most ambitious infrastructure project today and a new vision of what the future could be. It’s a blank canvas for a new era of sustainable living.  It’s a 26,500KM² region in the Saudi Arabian desert where brilliant minds are collaborating to define, design and build new cities, revolutionize industries across 14 sectors and drive step-change innovations that will change the way we live.

In order to launch the brand and raise global awareness, we needed to sum all this up in a line and then make an ad that communicated everything. . The Made to Change ad became a mind-bending journey through Human progress and NEOM’s sectors before thrusting us into the desert of NEOM - the blank canvas where all this change is happening.