DIRECT × hamat life
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RFP Response — Creative Agency Scope · July 2026
hamat life

Launch Campaign
Ecosystem

Campaign identity + brand guidelines, social media creatives, in-mall advertising — and a two-film motion story, before and during the launch of Saudi Arabia’s new unified mall lifestyle app.

DIRECT. Media Production × Events Management
EVERY VISIT COMES TO LIFE — كل زيارة لها لايف — EVERY VISIT COMES TO LIFE — كل زيارة لها لايف — EVERY VISIT COMES TO LIFE — كل زيارة لها لايف — EVERY VISIT COMES TO LIFE — كل زيارة لها لايف —
Agenda

What we’ll walk you through

01 Who is Direct
02 Reading the Brief
03 Insight + The Big Idea
04 Visual + Motion System
05 The Three-Phase Ecosystem
06 Beyond the Brief — Activations
07 Deliverables + Handover
08 Timeline
09 Investment
10 Why Direct
01 · Who is Direct

We produce stories.
We build experiences.

Direct Group is a Saudi media production and events management house. One team takes brands from idea to screen to venue — film, content, design and on-ground activation under a single roof, across Riyadh, Cairo and Dubai.

Media Production

Brand films, TVCs, social-first content, motion graphics + post-production.

Events Management

Launches, activations and brand experiences — concept to full show delivery.

Design + Digital

Campaign identities, bilingual design systems, web + interactive builds.

Retail + Lifestyle

Content and activation ecosystems built for footfall destinations across KSA.

RiyadhCairoDubai Selected work reel + case studies presented live in the chemistry session
02 · Reading the Brief

One app. Every mall.
Every visit rewarded.

hamat life unifies 14+ malls into a single closed-loop loyalty ecosystem. Our job: make the Kingdom curious before launch, downloading at launch, and talking about it after — with one consistent visual world across social and every mall corridor. (App UI + Figma prototype reviewed.)

0+
Malls
0
Major Cities
0M+
Annual Visitors
0M+
SQM GLA
0%
Occupancy
KPI 1

Anticipation

Teasing that makes the Kingdom curious before day one.

KPI 2

Conversion

Launch creatives that turn mall visitors into downloads.

KPI 3

Consistency

Templates every mall team can reuse — one visual world everywhere.

03 · The Insight

Saudis don’t need another app.

They need a reason.

The mall is already where life happens — family coffee, cinema nights, first-day-of-Eid outfits. Millions of receipts, moments and visits… that until today counted for nothing. hamat life changes the math: nothing you do at the mall is wasted anymore.

Receipt → Points Visit → Rewards Moments → Tiers
03 · The Big Idea — Campaign Platform

It All Adds Up.

كل شي عندك… ينحسب

A premium, Saudi-rooted platform built on the truth of loyalty: every little moment counts — literally. Every receipt, every check-in, every coffee adds up to something. The campaign’s signature motion is the count-up: numbers rising everywhere, from mall LEDs to Instagram stories, until launch day when the Kingdom starts counting for real.

…and it all starts with life
04 · Key Visual + Motion System

A system that moves like points earning.

100% derived from the hamat life identity — charcoal, gold and orange, bilingual by design, documented in the campaign brand guidelines and delivered as editable source files.

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Count-Up Signature

Numbers always in motion — points, days-to-launch, rewards unlocked.

Receipt → Points

The hero transformation: paper becomes gold. Core of every explainer.

The Gold Trail

The “life” script draws itself over real Saudi mall moments.

Tier Shimmer

Bronze → Silver → Gold progression language for CRM + badges.

Charcoal · Gold · Orange · Light — EN Grotesque / AR Modern Naskh · One language across social, LED + print
05 · The Launch Ecosystem

Three phases. One rising number.

Phase 1 · Before

Awareness + anticipation.

Campaign platform + guidelines · Teaser social series · In-mall teasing · Teaser film — a Kingdom-wide “something is counting” mystery.

→

Phase 2 · During

Downloads + buzz at the event.

Launch film · Launch social suite · In-mall event creatives. “Scan your first receipt — your points are waiting.”

→

Phase 3 · After

Momentum + handover.

Wrap-up social · Full template library + campaign guidelines handed to every mall marketing team.

Every phase feeds one persistent mechanic — the count keeps rising: waitlist ↗ downloads ↗ points ↗ tiers ↗

Phase 1 · Before — Teasing + Anticipation

Make the Kingdom count down.

1.1

Creative Platform

Campaign name, bilingual tagline + unified key-visual system — “Coming Soon” identity included.

Master KVAR/EN Tagline
1.2

Campaign Brand Guidelines

The campaign rulebook: logo lockups, colors, type, layouts, motion behaviors + AR/EN tone of voice.

One DocumentEvery Mall Aligned
1.3

Teaser Social Series

10 countdown posts + stories — numbers appearing across feeds with no explanation. Yet.

10 DesignsStatic + Motion
1.4

In-Mall Teasing Ideas + Designs

Creative concepts + master artwork for mall LEDs, hoardings + escalator wraps — mysterious counters in every corridor, adapted to your media sizes.

Masters + Adaptations
1.5

Film 1 — Teaser

15″ motion-design mystery cut for social + LEDs — numbers rising over mall visuals, built from the campaign KV.

Video 1 of 2Motion Design
1.6

Editable Templates

Social + in-mall teasing templates in Canva + Adobe formats, adaptable per mall by your teams.

Canva + Adobe
Phase 2 · During — The Launch Event

Launch day: the count goes live.

2.1

Film 2 — Launch Video 30–45″

Motion-design film built on the campaign system, the app UI + your mall footage — with AR/EN voiceover and a cutdown suite (15″/9:16) for social + LEDs.

Video 2 of 2AR/EN VO
2.2

Launch Social Suite

10 launch designs: announcement posts, stories + reels covers, feature highlights — one system for every mall’s accounts.

10 DesignsStatic + Motion
2.3

In-Mall Event Creatives

Event-day master artwork: LED takeovers, entrance branding, QR standees + stage visuals — adapted to your media sizes, print-ready.

Masters + Adaptations
2.4

Live Count Moments

Real-time “downloads counter” creatives for mall screens + stories — the campaign mechanic made visible on the day itself.

The Signature Move
Phase 3 · After — Momentum + Handover

Keep them counting.

3.1

Wrap-Up Social Series

5 closing designs: results posts, thank-you creatives, “the count so far” updates — ending with momentum, not silence.

5 DesignsStatic + Motion
3.2

Full Template Library

Every social + in-mall template, packaged in Canva + Adobe formats and organized for each mall marketing team.

Canva + Adobe
3.3

Campaign Guidelines — Final

The finalized campaign brand guidelines, updated with everything produced — so future waves stay on-brand without us in the room.

Handover Doc
06 · Beyond the Brief — Out-of-the-Box (as encouraged in your invitation)

This is where Direct plays different.

We’re an events house as much as a production house. Optional activations, priced separately — plug in any of these to turn a launch into a phenomenon:

The Golden Receipt

A Kingdom-wide hunt: golden receipts hidden across 14+ malls. Find one, scan it, win mega points. UGC machine.

Points Rain

Launch-day atrium takeover — thousands of golden “points” cascade on LED walls as live downloads climb on a giant counter.

First-Scan Studio

Pop-up booths where your first receipt scan triggers confetti, a photo moment and an instant reward.

hamat life Gold Lounge

A pop-up preview of Gold-tier living: valet, coffee, spa corners — loyalty made visible + aspirational.

24 Hours of Life

Influencer mall-takeover series: live an entire day paying with points only.

Seasonal Capsules

National Day + Ramadan campaign skins — double-points moments with ready-made toolkits.

07 · Deliverables + Handover

Built for your teams to run with.

Campaign Brand Guidelines

One clear rulebook: logo usage, colors, typography, layout grids, motion behaviors + tone of voice — AR + EN.

Editable Templates

Social + in-mall templates in Canva + Adobe formats, adaptable per mall (Panorama, The Park…) by your internal teams.

Bilingual Copy

Native Arabic + English copywriting on every deliverable — professional, welcoming, clear.

Full Source Files

All design + video source files handed over — you own everything we make, openable and editable.

Organized Asset Repository

A structured library for all mall marketing teams — named, versioned, always current.

Print + Screen Specs

Every in-mall asset delivered to exact media specs — LED resolutions, hoarding dimensions, print-ready files.

08 · Timeline — 12 Weeks

From kickoff to counting Kingdom-wide.

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Campaign Platform + Guidelines
Teaser Social Series
In-Mall Teasing Designs
Film 1 — Teaser Video
Film 2 — Launch Video (Motion)
Launch Social + Event Creatives
🚀 LAUNCH EVENT
Wrap-Up Social Series
Templates + Guidelines Handover

Weekly status throughout · Timeline locks to your confirmed event date at kickoff.

09 · Investment (SAR, excl. 15% VAT)

One scope. One number. All in.

A · Campaign Identity + Guidelines

Concept, AR/EN tagline + key visual system, with the campaign guidelines toolkit.

B · Social Media Package

25 designs across teasing, launch + wrap-up (static + motion), plus 3 editable templates.

C · In-Mall Advertising

Concepts + 6 master artworks for teasing + event day, adapted to your media sizes (12 outputs).

D · Motion Video Package ×2

Film 1: 15″ teaser. Film 2: 30–45″ launch video — AR/EN VO + cutdown suite.

Two revision rounds per deliverable · VO + music licensing included · Printing, media buying + event photography by Hamat · Mall footage + app UI assets provided by Hamat.

Total Program
SAR 0
Full campaign · excl. VAT

Payment Milestones

50% on kickoff (secures production slots) · 25% on creative approval · 25% on final delivery.

Optional Add-Ons

Live-action launch film upgrade
Event recap / highlights film
Event-day video coverage
Golden Receipt Hunt · First-Scan Studio
Scoped + quoted on selection.

10 · Why Direct — Against Your Own Criteria

Score us the way you said you would.

Creative Concept
40%
Retail Experience
30%
Technical Capability
20%
Financial Proposal
10%

“It All Adds Up” — premium, Saudi-rooted, born from the product’s own loyalty math. This deck itself is the motion system, live.

Retail + lifestyle DNA — production + on-ground events under one roof means launch campaigns that actually land in malls, not just feeds.

Templates + source files — everything editable, everything yours, ready for every mall team to scale.

Transparent phased pricing — itemized line-by-line, milestone-based, options priced separately. No surprises.

hamat life

Let’s make it
all add up.

شكراً — نتطلع لنعيشها لايف معكم
Ahmad · ahmadjolie@directgroup.sa info@directgroup.sa directgroup.sa
DIRECT. × hamat life