RHO AIRLINES

To launch the new RAM RHO 1500, RAM Trucks and Publicis Middle East turned the Saudi desert into an unexpected airport, introducing RHO Airlines.

The activation recreated a fully immersive airport experience, complete with check-in, security and crew, with one important detail missing: the plane. Instead, the RHO 1500 became the aircraft itself. The Saudi Reporters were at the heart of the stunt, with Abdulaziz unknowingly boarding the “airline” before finding himself airborne in the passenger seat. The result was a fast-paced, cinematic activation that captured the RHO’s adventurous and unapologetic spirit.

I contributed across the campaign’s content and visual execution, working on graphic assets, social edits, cinema content and the final case study.