Diriyah, The Road to Hajj

For almost six centuries, the area played host to pilgrims on their routes to Hajj. Its location, on the outskirts of Riyadh, made it a crucial resting point for those passing through what was then called the Al-Yamamah region, today known as Najd. Diriyah’s Wadi Hanifah also became a place for travelers to stock up on food and water.

The historic town is also known as being the birthplace of Saudi Arabia and the First Saudi State. However, knowledge of its historical significance is fading in the public eye.

The Idea

Tell the compelling story of Diriyah's 600-year history as a Hajj route, while spotlighting the influential leaders and Imams who ensured the safety of pilgrims. Our slogan, "#ReassuredRejoiced," further leaned into that narrative, conveying that pilgrims have always found security and solace on their journey from Diriyah to Makkah.

The Challenge

Rekindle Diriyah’s historical narrative without access to existing visuals and supporting assets. Accurately representing the leaders of Diriyah who lived 600 years ago, including their distinct facial features and clothing, proved to be a formidable challenge. These Imams played an important role in protecting the pilgrimage routes, but their likeness remained elusive.

Another challenge was to create standout pieces of content—relatable and engaging—that will leave a lasting impression on any viewer, especially young Saudis.

The Execution

All we had was a 600-year-old story. No images. No archived footage. No old recordings.

We enlisted the work of our creative partners, Manga Productions and Create Group, to conceptualize and illustrate two videos: (1) focusing on the role Diriyah’s Imams played in safeguarding routes and (2) a look at the development under Imam Saud bin Abdulaziz, the first Custodian of the Two Holy Mosques.

Extensive research was conducted, and the collaboration between Manga Productions and Create Group was instrumental in achieving the final result – a visually accurate portrayal of these historical figures that would resonate with the audience and highlight Diriyah’s role in securing the Hajj routes.