Saudi Arabia’s King Abdullah University of Science and Technology (KAUST) has launched On a Mission – a daring model marketing campaign that places its school and PhD college students on the centre of the story, positioning them as scientists on a mission to remedy a number of the world’s most pressing challenges.
The marketing campaign was developed by KAUST’s Global Brand and Communications workforce in collaboration with native companions Three Steps and Fabrik.
It debuted to coincide with the Times Higher Education (THE) World Academic Summit 2025, hosted by KAUST for the primary time within the Middle East final week.
Central to the marketing campaign is a hero movie produced on KAUST’s campus and labs, that includes actual KAUST researchers and college students of their labs and subject websites.
Supported by quick profiles, digital storytelling, social content material and on-campus activations, the marketing campaign captures the genuine voices and faces of the group driving KAUST’s mission ahead.
“On a Mission reflects who we are as a university. Mission-led, driven to turn research into impact for Saudi Arabia and the world,” mentioned Emily Osbourne, Chief Communications Officer, KAUST.
Osbourne mentioned, “We should not creating campaigns for the sake of consciousness. We are telling the tales of our professors and PhD college students who’re working day-after-day to remedy the world’s most urgent challenges.
She concluded, “By producing this campaign in-house, we’ve ensured their voices, their passion and their mission come through with authenticity. It is a campaign made by KAUST, about KAUST, and for the world.”
CREDITS:
Campaign Title: On a Mission
Brand / Client: King Abdullah University of Science and Technology (KAUST)
Produced in-house: KAUST Brand & Content Team
- KAUST Leadership:
- Emily Osbourne, Chief Communications Officer (CCO), King Abdullah University of Science and Technology
- Aurelie Arsouze, Director of Communications and Marketing, King Abdullah University of Science and Technology
- Creative, Strategy and Scripting:
- Amy Lee-Hopkins, Associate Director of Brand and Content, King Abdullah University of Science and Technology
- Tony Sheridan, Content Manager, King Abdullah University of Science and Technology
- Xavier Pita, Creative Manger, King Abdullah University of Science and Technology
- Direction, Production, Sound & Editing:
- Ruba Fadhel, Director, King Abdullah University of Science and Technology
- Mark Bowes Production Manager, King Abdullah University of Science and Technology
- Alex Arias Sound Technician, King Abdullah University of Science and Technology
- Adnan Shah Sound Technician, King Abdullah University of Science and Technology
- Jayson Ricamara, Photography, King Abdullah University of Science and Technology
- Mohamed Zeini, Editor, King Abdullah University of Science and Technology
- Ryan Yangyan, Camera, King Abdullah University of Science and Technology
- Abdulaziz Alshehri, Camera Assistant, King Abdullah University of Science and Technology
- Silvia Salvador, Production Coordinator, King Abdullah University of Science and Technology
- Digital, Design & Communications:
- Maha Al Harbi, Digital Manager, King Abdullah University of Science and Technology
- Zara Shabbir Social Media Manager, King Abdullah University of Science and Technology
- Omnia Attallah, Art Direction, King Abdullah University of Science and Technology
Partners: Three Steps and Fabrik