Organization of the opening ceremony and of the teams presentation. An event organized and produced in a very short time in the middle of the desert with no existing facilities and complicated weather conditions. A technological and innovative show magnifying the wonderful natural location.
The creative strategy consisted in considering that this opening event had to be part of a double language: cultural, given the site chosen for the presentation of the runners and sporty since it initiated a 6 days competition.
We considered that the ceremony should become the image and positioning of the event, to definitively establish the Saudi Race as an essential, precious and prestigious race.