Scrolled past in half a second, or not at all. That half second is the whole brief.
A restaurant has food to shoot. A store has a product to put on the shelf. A service comes in an empty box: there's only a promise inside, and no camera knows how to shoot a promise.
Read the full story
So with services, we don't find the image ready-made. We decide it.
Four brands in Saudi Arabia. Four empty boxes:
Shine: a laundry for clothes and shoes with the tagline "not just laundry", because it also repairs sneakers and luxury bags. A clean shirt looks like every other clean shirt, so instead of shooting the result, we shot the value: a sneaker the size of a car going through a car wash, an old shoe in intensive care, a Chanel bag in a museum case. Calculated exaggeration that says your precious things are treated like art here, with purple and teal in every post so Shine is recognized before the logo.
Musawir: the platform for photographers and directors, where they show their work and find clients, like a freelance marketplace. Every platform like this starts with a chicken-and-egg problem: no clients without talent, no talent without clients. So the call was two stages: first fill it with photographers, directors, actors and models from across the Kingdom, then connect them with clients. Both stages happened.
Musawir Space: from the same family, renting out shoot locations, so each ad speaks to one of two people. For the owner: a man carrying his house in his hands, and "share your space with the pros". For the photographer: locations spilling out of the lens like a film strip. And booking comes down to one line: "between your shoot idea and the perfect location, one tap."
Rental: a platform for renting furniture and gear. The usual ad puts a sofa on a white background next to a price. We showed what you'd do with it: a furnished majlis with the coffee ready, a garden barbecue with the family, a podcast corner next to cameras tagged FOR RENT. People don't rent a sofa. They rent the gathering.
Social media for service brands in Saudi Arabia, made in Egypt so a service with no shape can be seen and understood in half a second.
BOMA STUDIO
Laundry arcade campaign"Our game is making your clothes shine": a purple arcade machine inside the laundry, its screen full of washers, a clothes basket and a grinning sponge. The most tedious chore in the house, played as an easy level.
Every corner inspires you campaign"Every corner inspires new ideas": a photographer leaning over a yellow sofa to shoot a man lounging with a book, the whole scene seen from above. The space isn't a backdrop here. It's half the idea.
Five star rating campaign"Shine, the fastest and the best": a staffer dressed like a surgeon, in blue gloves, tapping five gold stars, washers behind him. The rating customers look for before trying any service, right in front of them from the first second.
List your space campaign"Share your space with the pros": a man in a shemagh holding his house in his hands, torn out of the ground, soil and all. This one is for the owner, not the photographer: the space you already have can work for you.
Services list post"OUR SERVICES": a camera wrapped in a film strip full of frames, beside the line "different visual worlds, one standard of quality". Every Musawir service in one frame, without a single list.
Fast delivery campaign"Fast turnaround and delivery": a Shine courier on a purple motorbike riding out of the app screen, light trails behind him. From order to doorstep in a single image.
Kingdom wide coverage campaign"Professional photography services across the Kingdom": a billboard marked 2026, showing a photographer in a thobe and ghutra on a ridge above Riyadh and Kingdom Tower. An ad about reach, designed as a roadside billboard itself.
Sneaker wash and repair campaign"Wash? Restore?": a white sneaker the size of a car going through a car wash, a Shine worker polishing it by machine. The scale says what copy can't: this sneaker is taken seriously.
Before the clean campaign"Faded? Damaged?": a white Chanel bag and a sneaker showing their wear, a gloved staffer readying the washer behind them. Two questions that send customers straight to their own closet.
Choosing your location campaign"Hundreds of shoot locations are waiting for your lens": a photographer in a shemagh on an office chair, a film strip unspooling from his lens with a location in every frame. A whole library of places, shown the way a photographer thinks: frame by frame.
Rescuing the bag campaign"Think the story's over?": a Chanel bag stained with makeup, lipstick and powder spilled beside it on a velvet chair. The question speaks to the moment its owner thought the bag was gone.
Join as a photographer campaign"Join Musawir and widen your reach": a photographer with a backpack at a door in a white wall, opening onto a valley and mountains. Stage one in a single frame: fill the platform with photographers before bringing in the clients.
The location that pays off campaignThe same "pick your next shoot location" line with a different image: the photographer sits on stacks of coins inside a black tray. A version that sells the photographer on the payoff, not the place.
Reviving the sneaker campaign"Bring your shoes back to life": a worn sneaker in a hospital bed, hooked up to a heart monitor. Repair, told as resuscitation, because to its owner this was never just a shoe.
One tap booking campaign"Between your shoot idea and the perfect location, one tap": a client talking to a Musawir Space staff member at a desk, under "hourly booking | secure payment | full privacy" and a "book your frame now" button. The client's three questions, answered before they're asked.
Quick turnaround campaign"Shine: fast turnaround": a smiling Shine employee hands back a clean white sneaker while the people behind him blur with speed. The background rushes, he stays still: fast work, a steady handover.
Do not waste your time campaign"Don't waste your time": a woman in an abaya among a pile of sneakers, holding one with a fed-up look, a clock on the wall above her. The problem, shot as it is; the fix, in one line beneath it.
From heritage to modern campaign"From a rustic cabin to a modern studio": a photographer walking through a single frame, a heritage majlis and dallah behind him, a grey sofa and modern prints ahead. Every option, one step apart.
VIP care for your clothes campaign"Your clothes deserve VIP treatment": a woman in a headscarf and an embroidered evening abaya at a bulb-lit vanity mirror. The piece you save for big occasions needs a laundry that knows what it's holding.
Tell us what you need post"Tell us!": a young man in a ghutra and glasses in a majlis, holding the RENTAL app out toward the camera. "Which product do you need most?" starts a conversation in the comments and tells the brand what to stock.
Trusted handover campaign"Shine = trust": hands laying a folded white shirt into a metal case, the kind valuables travel in. One equation, and the image is the proof.
Furnishing made easier campaign"Furnishing your home just got easier!": a point-of-view shot, the customer's hands outstretched in a room still being drawn in green lines, with only the sofa already real. Renting, presented as a magic trick: picture it, and it's there.
The dignity of leather campaign"Leather commands respect": a white Chanel bag on a plinth inside a museum case, a label beneath it like any exhibit. That's how Shine sees every bag that comes through its door.
Customer experience campaign"A real experience from RENTAL": a fully furnished majlis with grey sofas and wooden tables, coffee and dates ready on the tray. "See how our customers get creative" lets the customer tell the story, not the brand.
What do you need next month post"What do you need?": a young man lounging in a deck chair with a juice and the app, a full shoot setup with lights and cameras behind him. The post asks about next month; the image says all of this can be rented.
Home, office and event campaign"Home, office or event?": the host in a ghutra glancing back at the camera, the family gathered around a barbecue in the garden behind him, a phone with the app in the foreground. The ad isn't selling chairs and tables. It's selling the whole gathering.
Podcast gear campaign"All in one place!": a ready podcast corner with a chair, mic and laptop, beside a case of cameras and lenses tagged FOR RENT. A content creator sees their whole studio without buying a single piece.
End of month offers campaign"The last offers of July!": a desk calendar standing on JULY next to a Nikon camera under a spotlight. The month running out is the message; "grab the chance now" is the next step.
All work
