2c. Petromin — 25 Years of Drive
The ask
Celebrate 25 years of Petromin in a way that looked forward, without forgetting the people and stories that got the brand there.
The problem
There was just one problem. There wasn’t enough legacy footage to tell 25 years of history. So if the past didn’t exist on film, we had to find another way to create it.
The idea
We used AI to recreate the memories we never had footage of, telling Petromin’s 25 year journey through the relationship between a Saudi father, his child and the cars that stayed with them along the way. Instead of using AI to imagine the future, we used it to bring the past back to life.
The awards
Smarties KSA Gold & Silver · Smarties MENA Bronze
