The Future Has a Destination.
Takkah filmed real trainees inside Saudi Arabia's Academy of Defense Industries to make technical defence careers look like something young Saudis would want, while marking the Academy's 2026 graduating class.
- Brand
- Academy of Defense Industries (ADI)
- Agency
- Takkah
- Market
- Saudi Arabia
- Region
- MENA
- Year
- 2026
The challenge
Technical training is usually sold through entry requirements, qualifications and job prospects, which rarely make young people picture themselves doing the work. ADI needed to introduce its role in building Saudi talent for the defence industries and celebrate its 2026 graduates at the same time.
The idea
Using the graduation as the occasion, Takkah treated the Academy as a film set, casting real trainees in its working environments and shooting them cinematically under the line 'The Future Has a Destination', so prospective trainees could see themselves there.
Case study source: Campaign Middle East Source ↗
