By Our Swords.
A Founding Day film for the Heritage Commission in which the founders' swords tell the story of the Saudi state, from Diriyah to unification, with historic landmarks reflected in their steel.
- Brand
- Heritage Commission
- Agency
- Merak Media Production
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
For Founding Day, Merak and the Heritage Commission set out to retell the nation's history without presenting heritage as something static (MUSE).
The idea
The founders' swords narrate the story, from the birth of Diriyah, through the struggles of restoration, to the unification led by King Abdulaziz, each standing for a founding moment. The centrepiece is an original song in Nabati-inspired poetry set to a contemporary film score. Landmarks such as Qasr Salwa, Qasr Imam Turki and Al-Masmak Fortress appear as reflections on the polished steel, and at the end three swords merge into one blade: 'our heritage is not fragmented, but one continuous story of resilience and unity' (MUSE). The Heritage Commission's YouTube channel carries it as 'ثلاثة سيوف تروي قصة البداية في #يوم_التأسيس'.
Case study source: MUSE Creative Awards Source ↗
Awards
- MUSE Creative Awards 2025Advertising - Online Ad (Campaign)Gold
- MUSE Creative Awards 2025Advertising - Online Ad (Single)Gold
- MUSE Creative Awards 2025Advertising - Advertising CampaignGold
Credits
- Production
- Merak Media Production


