01
Opening frame — the visual concept before motion. The national day image that could stand alone as a poster.
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01 / 08 · CaseDukhan Bank · Qatar National Day 20222022
Dukhan Bank — Visual Concept · Art Direction
A national day presence that felt authored, not obligatory.
Art Direction · Motion · Campaign
02 / 08Context
Qatar National Day falls on December 18 — the most competitive advertising date in the country. For a bank operating in Qatar, participation is expected. The question Dukhan Bank asked was not whether to run a campaign, but what that campaign could say that would feel authored rather than obligatory.
The brief was a 30-second motion film and a static campaign. The real brief was deeper: create a national day moment that a bank could own without looking like every other gold-and-maroon banner in Doha. That meant finding a visual language specific enough to feel intentional, and broad enough to carry the weight of a national calendar event.
ClientDukhan Bank
AgencyDOTSPACE
RoleVisual Concept · Art Direction
Year2022
IndustryBanking · Financial Services
ScopeMotion film, static OOH, social formats
PartnersEmad Gad — storyboard & animation
03 / 08Constraints
What this had to hold.
A motion piece and a static campaign sharing the same design language — working animated and frozen.
Qatar National Day identity with specific cultural reference — without cliché use of national symbols.
A campaign that read as Dukhan's voice, not a generic national day template.
Color constraints: maroon and white are national colors — differentiating within that palette required precision.
A 30-second delivery window where the brand had to land without a hard-sell finish.
04 / 08
National day campaigns say: we are proud of Qatar.This one had to say: Dukhan belongs here.
05 / 08System
Brand in national context
A participant, not a sponsor.
Dukhan's mark reduced to its most essential form — positioned as a participant in the celebration rather than a brand that paid to be there.
Aaأ
Arabic in the foreground
The headline is Arabic.
A national day campaign that leads with English reads as imported. The seasonal message leads in Arabic; English supports.
National palette, Dukhan voice
Maroon. White. A quiet signature.
National colors as primary. Dukhan's brand colour enters as a quiet mark of authorship — present without competing.
The reveal principle
Build, not announce.
National day campaigns earn emotional resonance through a reveal. The 30-second film builds to the national day moment rather than stating it.
Full-bleed approach
Image carries the frame.
The static assets are full bleed — the image carries the weight, the brand mark is present but not dominant.
06 / 08Execution
02
Static OOH pair — horizontal and vertical, the same concept reframed for two surfaces without losing coherence.
Interlude
Motion design for a national day requires knowing what not to animate. The restraint is the craft.
03
Social formats — the system compressed for 1:1 and 9:16 without the motion context, holding the campaign register.
04
Dukhan's identity inside the national day system — brand mark and national reference in correct visual relationship.
07 / 08Rollout
30Second film
8OOH formats
4Social formats
2Creative disciplines
08 / 08Outcome
What held.
- A national day presence that felt authored rather than templated.
- The motion film and static campaign shared a visual language deployable across both channels.
- The brand mark entered the national day conversation as a participant, not a sponsor.
Art Direction · Visual ConceptYazan Urabi
Storyboard · AnimationEmad Gad
Account DirectorFarida Kazem
AgencyDOTSPACE
Year2022
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