Following a market study and a brand mapping exercise, it was decided to extend the brand offering to other personal luxury categories like perfume, leather goods and accessories. The brand objective was to develop a campaign to set the stepping stone for the brand to migrate to other fashion categories. The communication was driven from the lifestyle and cultural values of Saudi men and based on the three personalities that the brand embraces.

The creative execution was based on a slice of life communication that reflected the modern and progressive Saudi man.