Sedona Produces Inaugral Global Brand Campaign for Ancient City of Alula, With Bruno Aveillan of Quad, Directing

The campaign presents a refreshing and authentic perspective of this ancient oasis city in the northwest of Saudi Arabia, showcasing the ancient wonders and modern marvels. 

The hero brand film and photography, led by renown French Director Bruno Aveillan, embodies a vision that embraces the rich tapestry of AlUla’s 7000 year old cultural, agricultural and artistic heritage balanced with their holistic approach to creating sustainable, high-end travel experiences with the preservation of local customs, flora and fauna at its heart. 

Filmed over 5 days, Sedona Productions and Quad, co-produced two large parallel motion and stills units, capturing the brand and pillar content. The hero brand film takes the form of a two-minute thirty-second piece with various shorter durations available in multiple languages and is essentially a series of short stories featuring characters both real and reimagined such as Serge Attukwei Clottey, a Desert X AlUla artist, an ancient Nabatean woman, a dancer and an archeologist. 

The campaign also incorporates a collection of Brand Pillar Films, offering shorter destination-focused videos showcasing the rich tapestry of experiences that AlUla has to offer. Led by French Director Mathieu Spadaro, and available in 18 different edits, these films cast a spotlight on iconic AlUla destinations such as Hegra, Jabal Ikmah, Sharaan Nature Reserve, and Elephant Rock, and a variety of attractions including balloon adventures, luxury hospitality and the vibrant food and beverage scene. Photographer Roman Koenigshofer captured close to 90 still images on the Pillar shoot, creating a visual library for use in social and digital executions.

The original music score, featuring local Saudi instruments and melodies, was composed by Attention O Chiens. Its intention as a complement to the visuals, was to create a crossover between East and West, a fraternal dialogue between cultures.