Osus
Osus Eye
OSUS engaged us to craft a compelling marketing video unveiling their visionary new masterplan in Riyadh: Osus Eye.
Positioned as a future-defining urban oasis, Osus Eye aspires to set a new benchmark for elevated living. Designed to inspire and empower, it offers residents an exceptional lifestyle in Riyadh — one of the world’s emerging global destinations.
UAE
Promotional video with CGI & integrated live footage
Osus
Art Direction, Storyboarding, Marketing imagery, CGI, Animation
Osus Eye called for a cinematic approach that would bring its visionary essence to life. At the heart of our creative direction were key themes: time, precision, luxury, connection, vision, and innovation.
These ideas shaped a visual narrative that seamlessly weaves together past, present, and future. The architecture becomes a metaphor for time itself: where every detail is crafted with purpose, and every moment reflects thoughtful intention.
At the heart of the film is an artist, a creator, bringing Osus Eye to life through the act of painting.
In a dark, moody space that exudes luxury and symbolizes the passage of time, he stands before a blank canvas. Above him, a single circular light, reminiscent of an eye, flickers on casting a focused glow. With strokes of pure gold, he begins to paint, gradually shaping the architectural landmark. From the void, a masterpiece emerges.
As the film unfolds, the lighting evolves, mirroring the transformation of a conceptual maquette into tangible architecture. What begins as an abstract vision becomes a fully realized, livable space — a revolutionary environment where life can be experienced in entirely new ways.
This film is a visual symphony of time: where Osus Eye rises, transforms, and evolves in harmony with it.
The architecture breathes in sync with the city’s rhythm, illuminated by the shifting sun and immersed in the pulse of daily life.
Through cinematic editing and evocative imagery, we don’t just witness the place - we feel it.
We trace its journey from a spark of imagination, a vision in someone’s mind, to a living masterpiece shaped by ambition and brought fully to life.
This project demanded intensive 3D work from the very beginning. The entire masterplan had to be meticulously brought to life in a fully realized 3D environment — including much of Riyadh’s surrounding landscape.
We also dedicated significant effort to envisioning and developing a conceptual, maquette-inspired style — one that presents the architecture in its most elegant, abstract form.
This approach allowed us to portray the building as a living idea, gradually emerging through time, waiting to be fully realized by the hand of its creator.
In addition to the extensive 3D work, the live-action component required weeks of meticulous planning and coordination, bringing together a diverse team of experts: from cinematographers and directors of photography to camera crews, talent, fashion designers, lighting technicians, VFX specialists, and many more.
All these efforts culminated in two intense days of filming — where the magic of imagination was finally captured through the lens of the camera.
Producer & Creative Direction: Arqui9
Client: OSUS
Director of Photography: Charles Alexander
BTS Photography: Rute Leonardo Photo
Special thanks: Vanilla Studio for supplying the base model
