The Root of the Present.

Three centuries ago, when few people could read or write, poetry was how history was kept, and it grew into forms such as Hajini, Ardah and Samri. The commission wanted a Founding Day campaign that reflected its job of preserving and promoting that literary heritage.

The film pairs Khaled Saqer's recitation of Al-Qadi's epic poem with cinematic scenes that move between past and present, presenting poetry as the vessel that carried Saudi history. On X, the launch was supported by a trend takeover with a hashtag emoji and a branded 'like' animation.