ELM is the Saudi government’s primary digital transformation company — the organisation behind some of the Kingdom’s most critical digital infrastructure. Working with ELM meant producing content at a pace government campaigns rarely allow, for an audience that demands credibility.
Green Tech Teaser
Teasers live or die by restraint. Show too much and you blunt the campaign. Show too little and nobody cares.
The Green Tech teaser brief was clear: build anticipation without revealing the product. We produced a 30-second film heavy on atmosphere — dark palette, deliberate pacing, a visual language that felt like the beginning of something significant. Enough to earn curiosity. Nothing that would front-run the full launch.
Bayan
Bayan is ELM’s data intelligence platform. The brief asked us to translate abstract data infrastructure into something a non-technical audience could understand and feel something about.
We used motion design built directly from the product’s visual language — graphs that built themselves, flows that mapped real system behaviour, UI animations drawn from actual Bayan screens. Not a generic “data flows everywhere” execution. A specific representation of a specific platform.
Green Tech
The full Green Tech campaign followed the teaser. Where the teaser created atmosphere, the main film had to deliver substance.
We produced a motion design piece that carried ELM’s environmental technology message through a visual system built on organic forms in contrast with digital precision. The colour palette, type treatment, and motion style were coherent with the teaser but complete as a standalone piece — built to run without context.
Three projects across the same client relationship. Each one asked a different question. The answer in each case was the same: motion design that works harder than the brief requires.