powered by how
BRIEF: Aramco is widely and often negatively perceived as an oil company. In reality, it is also one of the world’s largest engineering and chemical innovation organisations. The task was to broaden perception beyond what Aramco produces and towards how it innovates.
INSIGHT: The world depends on energy, and demands its transformation.
But the transition cannot happen without companies like Aramco at its centre.
IDEA: Aramco is driven by a single question: How can we meet the demands of today and the needs of tomorrow? We didn’t try to soften the paradox. We built the platform around it. Powered by How turns a global tension into a driving idea, one rooted in engineering and curiosity.
The TVC dramatises the raw beauty and complexity of the world we live in, revealing how Aramco sits at the centre of it before landing on the conundrum the company is trying to solve.
Directed by Henry Alex Rubin @ Smuggler.
Rolled out globally, from the US, Europe, China and Japan, passing thorugh the middle east, the platform extended into explainer films, breaking the big question into smaller ones, each beginning with HOW. It became a simple, scalable framework guiding content across markets and agencies.
