Services: Creative Lead & Art Direction
Client: Saudi Arabia Ministry of Culture
Lead Agencies & Partners:
59 Studio
Done and Dusted
Foster and Partners
Footage Credits: Chris Gaunt and James Doherty
The Evolving Nightly Show was an immersive audiovisual experience
created to showcase Saudi art and culture. It comprised more than 20
unique projection-mapped nightly shows developed for the Kingdom of
Saudi Arabia's pavilion at World Expo 2025 in Osaka.
Over a seven-month period, I directed the creative development
of the series, leading a multidisciplinary team of animators, film
editors, and sound designers. Together, we transformed the pavilion
into a living canvas, using cutting-edge visual storytelling to
interpret and celebrate contemporary Saudi culture.
Each show was conceived as an expressive interpretation of
artworks drawn from a curated selection of 44 artists participating
in the pavilion's cultural artist residency programme. New shows
were launched weekly in the pavilion's courtyard, with each
installation immersively reimagining the work of a different artist.
Across Expo 2025 Osaka, the Saudi Arabia Pavilion welcomed
more than three million visitors, achieving a peak daily attendance
of 24,142 guests—demonstrating the project's significant cultural
reach and public impact.
