Snaps of NEOM.

NEOM wanted to show the world its landscapes before opening to tourists. In May 2023 it announced a partnership with Getty Images and Unsplash 'to create and distribute an extensive visual library showcasing its diverse and natural environment and giving the world a sneak peek into what they will discover in the years to come' (NEOM).

Fourteen photographers from Getty Images and Unsplash were among the first to explore and photograph NEOM, and the first release held more than 200 images of its coasts, corals and islands, deserts, mountains and coastal plains (NEOM). CRATER, which lists itself as agency and production company on the project, filmed the 15-day expedition with the directors SOVEREIGNS and turned it into more than 130 films, including a 60-second promo and a four-minute documentary; NEOM's YouTube channel runs them as Snaps of NEOM. The influencer platform Vamp brought in international creators, among them free divers, photographers and videographers, around three themes: desert expedition, coastal underwater, and nature and wildlife (Campaign Middle East). The Athar Awards credit the campaign to TBWA\RAAD; CRATER's own credits for the series don't name the agency.