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The vehicle at full campaign scale — 3ds Max render quality as the campaign anchor.
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Chapter 01Cover
01 / 08 · CaseDukhan Bank · Green Vehicle Loan Campaign2023
Dukhan Bank — Art Direction · Campaign
A loan product that had to feel like a permission to make a different choice.
Art Direction · Campaign · 3D
02 / 08Context
Dukhan Bank's green vehicle loan was a new product for a new market moment — Qatar's push toward EV adoption was accelerating, and a bank that wanted to be part of that story needed a campaign that felt as forward as the technology. The brief: make a loan product look like a sustainability statement.
The visual problem was the car. EVs and hybrids in GCC marketing had defaulted to cool blues, white space, and European photography that felt imported. Qatar's vehicle culture is truck-forward and performance-oriented. The campaign had to make an eco-product aspirational in a market where the default aspiration is horsepower.
ClientDukhan Bank
AgencyDOTSPACE
RoleArt Direction · Campaign
Year2023
IndustryBanking · Automotive
ScopeCampaign identity, OOH, digital formats, in-branch
03 / 08Constraints
What this had to hold.
The product name contains 'Green' — the campaign colour could not lean so heavily on green that it became clichéd.
3ds Max production: photorealistic vehicle renders without licensed photography.
A financing product that had to feel exciting, not procedural.
Dukhan brand compliance — no standalone 'Green' sub-brand, only a product extension.
An emerging product category in Qatar — the campaign could not assume EV knowledge.
04 / 08
A green vehicle loan is a financial product.It had to feel like a permission to make a different choice.
05 / 08System
Product identity
The rate and the vehicle together.
The loan product and the vehicle on the same axis — the financial offer and the aspiration presented simultaneously, neither subordinate.
Aaأ
Product naming
Green as a qualifier, not a field.
The product name differentiates. The brand stays in Dukhan territory — green enters as a signal marker, not as the campaign's dominant color.
Restrained green
Accent, not wash.
Green used at limited coverage — enough to signal the product's eco positioning without overwhelming Dukhan's primary identity.
3ds Max vehicle
Photoreal without photography.
3ds Max-rendered vehicles gave the campaign production quality without commissioned location photography — the car as the campaign hero.
Dual-axis layout
Rate and vehicle, same level.
The product rate and the vehicle render share a common axis — the visual argument that this is both a financial decision and a lifestyle one.
06 / 08Execution
02
Rate and vehicle paired — the financial offer and the product aspirational image in direct relationship.
Interlude
The loan is the feature. The car is the reason. The campaign had to hold both without losing either.
03
Digital formats — the system at banner and social dimensions, rate hierarchy intact.
07 / 08Rollout
0%Processing fee
3OOH formats
4Digital formats
1New product category
08 / 08Outcome
What held.
- A campaign that positioned a new product category without building a new visual sub-brand.
- 3ds Max production delivered photorealistic vehicle renders within the campaign window.
- The financing offer landed as clearly as the product story on every format.
Art DirectionYazan Urabi
Account DirectorFarida Kazem
Account ManagerDiana Farhat
AgencyDOTSPACE
Year2023
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