The brief
To design and produce creative assets for a large-scale, multi-language, multi-territory Digital Display campaign for Aramco.
The campaign centred around the core tagline “This is Real Energy. This is Aramco.”, which appeared as a consistent endline across all executions. The campaign consisted of multiple lead headlines — Real Energy, Real Reliability, Real Innovation, Real Progress, and Real Sustainability — forming a modular messaging system that required additional design and production work.
The work needed to be adaptable across markets, languages, and formats, while maintaining a consistent global brand message.
Software used:
Adobe Photoshop and Illustrator.
The process
The job consisted of creating JPG, PNG, and SVG assets that formed the final HTML animations, which I produced using Adobe Photoshop and Illustrator. Due to the campaign’s many languages — including English, French, German, Mandarin, Cantonese, Japanese, and Arabic, the latter requiring right-to-left text flow — all copy, including the CTA (but not the logo), needed to be live HTML.
Before HTML production, every creative, format, and language was first realised as static images showing all key frames. This wasn’t just for design sign-off, but also to ensure that the copy in each language would fit within the layout. German, for example, often required more space due to longer words, while Arabic creatives frequently needed to be mirrored.
I also led the design production, collaborating closely with the development team to implement the final HTML solution and ensure the design and messaging worked seamlessly across all languages and formats.
The work below is just a selection from the project. The final delivery included many display formats, from Mobile to Bbillboard, as well as other bespoke placements.
Real Energy MPU. (Language: English. Territory: Singapore)
Real Energy MPU. (Language: Arabic. Territory: Saudi Arabia)
Real Progress MPU. (Language: English. Territory: Saudi Arabia)
Real Sustainability MPU. (Language: German. Territory: Germany)
Real Sustainability Billboard. (Language: German. Territory: Germany)
