‘She is Habiba’
Zakat, Tax and Customs Authority
For this project, we created a musical video for the Zakat, Tax and Customs Authority to mark the first celebration of Founding Day. The concept combined the richness of our heritage with the dynamic spirit of the present.
Our approach reiterated on building a visually driven, human story that bridges the Authority’s contemporary values—like discipline, trustworthiness, and collaboration—with its longstanding roots in the Kingdom’s founding history.
The film blends scenes of the past with the flourishing present, reflecting the development of the Kingdom and the Authority today, in a style that conveys a clear message: that every modern achievement is essentially an extension of a deep and honorable past. The narrative centered around the love of the land, which made the film an emotional tribute to both the homeland and the Authority at the same time.
Core Message of the Project:
‘She is Habiba’ is more than just a visual poem — it is an anthem for the land, its people, and the institution. It carries a message that the present we are building today stands on the shoulders of a history we are proud of — a history we carry not just in our work, but in our hearts.
The Challenge
The main challenge lies in producing this work during the inaugural celebration of Founding Day, demanding the creation of an innovative visual speech that honors the event’s grandeur and sets a precedent for future commemorations.
We needed to craft an original tone that honors the rich Saudi identity without falling into repetition, while highlighting the Authority’s role within a unifying national context, all without losing connection to the overall celebratory atmosphere.
The key challenge was to carefully balance formal institutional tone with emotive, poetic language, crafting a powerful piece that connects deeply with audiences while fitting the importance of the event.
The Outcome
Since its release, the film ‘She is Habiba’ has made an extraordinary impact, surpassing 15 million views and emerging as one of the most prominent national works published during the inaugural Founding Day celebration.
The work stood out for its powerful presence on digital platforms and widespread sharing among individuals and official entities alike, solidifying its status as a visual and emotional reference that expresses national identity with a modern spirit and inspiring artistic approach.