Informed.
Engaged.
Awake.
A cross-programme awareness film for Qatar's Ministry of Culture and Sports — threading cultural heritage, sport, and community programmes into a single piece that could front sector-specific campaigns for the rest of the year.
The brief
The Ministry commissioned a single awareness film that could serve as the umbrella for the year's culture and sport campaigns — museums, national team, festivals, youth sport, community events.
We structured the film as three interlocking chapters — heritage, motion, community — each with a distinct palette and tempo. The three-act structure meant MCS could cut out one chapter for sector-specific briefs later in the year.
How we worked
01 — Architecture first
Planned the chapter cuts at script stage so later re-use was built in.
02 — Palette per chapter
Heritage in earth tones, motion in blue, community in warm yellow. One brand, three voices.
03 — Score-first timing
Scored the music before animating — film paces to the track, not the other way around.
04 — Multi-life delivery
Full master + three standalone chapter cuts + teaser reels for festival lead-ups.
Seven frames.
One campaign voice.
#خلّي_أخلاقك_قطرية — "Make your manners Qatari." A flat-illustration system that lets the same characters move through home, office, road, sport, and hospitality without the visual brand ever drifting.
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One film, many campaigns?
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