← The work · SH 010 · Expo 2030 Riyadh
Wide Enough for Tomorrow
From Sadu threads and Najdi doors to a mark drawn by hand — a pitch film that reveals an identity for Expo 2030 Riyadh, wide enough for tomorrow.
01 The film
Heritage first: a pen on paper, loom threads, Sadu woven by hand, mud walls cut with triangles. A diamond window looks beyond what’s in front of us, carved and painted doors become an eye that sees possibility, and pencil lines turn into an invitation — to guests, to opportunity, to challenges. The sketch becomes the mark, the pattern grows into five themes — Humanity, Technology, Culture, Planet, Collaboration — and the idea closes its loop: from a mark, to a door, to a horizon. Wide enough for tomorrow.
02 The craft
- Every shape on screen comes from the mark — the Sadu diamond, the hexagon mask, the doorway — so the reveal feels inevitable.
- Each of the five themes gets its own colour and its own mask, cut from the logo’s geometry.
- Kinetic type rides the cuts; the flashes and glitches between shots stay off the beats, so every shot plays clean.
Palette
- #0e2018
- #a74566
- #a0997c
- #d9d6d1
- #443e36
- #83877f
- K1
- K2
- K3
- K4
- K5
- K6
- K7
- K8
- K9
- K10
