NDF — BRAND EQUITY CAMPAIGN
Land of Realized Dreams
THE PROJECT
Where dreams become development.
Land of Realized Dreams was a brand equity campaign for the National Development Fund, spanning twelve funds.
Its goal was to make development feel personal by showing the people and ambitions behind each fund’s work.
MY ROLE
One idea across twelve funds.
I developed the campaign’s visual direction with the Creative Director and led the team’s day-to-day work. I reviewed how the idea moved across twelve funds, the hero film, outdoor, digital, and event applications, keeping the campaign consistent.
THE IDEA
Development, made human.
Each visual began with a person and an ambition, then connected that story to the fund that could help move it forward.
That approach gave every fund a way to speak to its own sector while staying part of the same campaign.
One promise.
Twelve paths forward.
AGRICULTURAL DEVELOPMENT FUND
Supporting agricultural ambition and sustainable growth.
CULTURAL DEVELOPMENT FUND
Helping creative and cultural ideas become lasting impact.
TOURISM DEVELOPMENT FUND
Turning local potential into destinations and experiences.
SMALL AND MEDIUM ENTERPRISES BANK
Helping an individual idea grow into a sustainable business.
SOCIAL DEVELOPMENT BANK
Helping personal and family ambitions find a path forward.
HUMAN RESOURCES DEVELOPMENT FUND
Connecting skills and ambition with meaningful opportunity.
NATIONAL INFRASTRUCTURE FUND
Connecting ambition to the infrastructure that makes it possible.
REAL ESTATE DEVELOPMENT FUND
Helping the dream of a home move closer to reality.
EVENTS INVESTMENT FUND
Turning ambition into moments people gather to experience.
SAUDI INDUSTRIAL DEVELOPMENT FUND
Turning industrial ambition into productive growth.
SAUDI EXPORT-IMPORT BANK
Helping Saudi businesses reach opportunities beyond the local market.
SAUDI FUND FOR DEVELOPMENT
Extending Saudi ambition to help other nations realize their own dreams.
THE FILM
The campaign, imagined as cinema.
Directed by Michael Gracey, the hero film translated the campaign’s human premise into an emotional cinematic journey.
Land of Realized Dreams — Directed by Michael Gracey
MOMENTUM 2025
Opening MOMENTUM on a 22-metre canvas.
The film opened MOMENTUM 2025, NDF’s inaugural global development finance conference in Riyadh, on a screen approximately 22 metres wide.
It was the audience’s first encounter with the campaign, shared with development leaders and investors from more than 120 countries.
OUTDOOR
From the opening screen to the city.
The campaign moved into motion billboards and street communication. The Master Visual was adapted for distance and movement, keeping the people and landscapes recognizable in public space.
The campaign’s cinematic world, restructured for motion-led outdoor communication.
BEYOND THE FILM
One campaign across every touchpoint.
Beyond screens, the campaign appeared in wayfinding, a physical installation, a desk calendar, and digital surfaces. Each piece brought the same idea into a different part of the event.
WAYFINDING CUBE
The campaign’s physical installation, documented on site.
DESK CALENDAR
REFLECTION
Clarity with room to adapt.
Working across twelve funds taught me that consistency doesn’t mean making every piece identical.
I learned to keep the central idea clear while giving each fund room to speak to the people it serves.
Related work
Ammar
Alnajjary