With the rise of social media, globalization has hit its highest peaks. Nations are losing their identities, becoming melting pot societies instead of mosaics, blending to trend. Unfortunately some societies have lost their essence along the way just to go with the flow.
This Saudi National day, we wanted to say a statement, we are who are. We are conservatives. And so we played on the word "Mohafiz" which in Arabic has a meanings: A conservative & someone who preserves.
Bearing in mind that the word "conservative" in KSA is commonly misinterpreted as "extremist", Ithra, being it a cultural epicenter, wanted to champion all the makers and thinkers in the Saudi society who were able to preserve their heritage while being at the same time modern by calling them conservatives.
Whether it's through art, culture, knowledge, community, calligraphy, Saudis will always be, no matter how much they open up to the world conservatives, loyal to their traditions & principles.
Production: Filmworks, Servicing Production House: Two Tales, Directors: Joao Marqez & Nuno Alberto, Managing Director: Samir Antoun, DOP: Amr Al Ammari & Victor Errando, Senior Art Director: Michel Azar, Assistant Director: Deema Najem, Composer: Harry Hedeshian, Art Director: Ahmed Samir, Jr Copywriter: Daniah Bamaarouf, Post Producer: Anthony Nemer, Social Media Manager: Dina Najem, Production Designer: Deimes Kabalan, Producers: Farah Assaf & Sami Joe