MUSE Gold

2023

Balad Beast

Entrant Company

productionglue (A TAIT Company)

Category

Experiential & Immersive - Live Experiences

Client's Name

MDLBEAST

Country / Region

United States

Nestled on the eastern shore of the Red Sea stands Al-Balad. Known as the Old Town, this 1-mile area of Jeddah, Saudi Arabia is imbued with a rich and vibrant history. This royal seaport has been in use since 657 A.D., a place where culture and commerce has thrived for nearly 1,400 years. But Al-Balad has seen better days. Its stunning coral, limestone, and wood façades fell into disrepair, and for decades it stood in decline. To preserve this architectural gem, a bold plan was set in motion that would empower communities and revive an important piece of Saudi culture for future generations. In 2014, Al-Balad earned its spot on the UNESCO World Heritage Preservation List. Now, a new era of arts and culture has been unleashed. Transforming this Old Town into a place for the unimaginable. Meet Balad Beast. Where creativity plays out on walls, on and off stages, in crevasses, and courtyards. Where traditions are preserved, and new ones forged. Meandering narrow pathways, where scintillating scents from the spice souks permeate the air as a dizzying array of textile patterns sway in the breeze. The past and present converge in perfect harmony. 2 days. 5 stages, and 81 artists performing inside a UNESCO World Heritage site. This multisensory experience turned nooks and crannies into projection-mapped works of art, honoring Al-Balad’s storied past. Where indie artists entertained, and international acts brought culture and commerce together – again.

Credits

Public Relations + Communication Lead/MDLBEAST
Nedda Akhonbay
Stage Designer/MDLBEAST
Quentin Greyling
Stage Designs + Visualizations
Anton Nureev
Set Enhancement Designer: Omda Stage Design
Ahmad Angawi
Head of Creative/Artists In Motion
Richard Lindsay
Senior Producer/Artists In Motion
David Hoare
Senior Producer/Artists In Motion
Peter Nielson
Supplemental Screen Content/Edge of Arabia
Yusef Alahmad
Chief Creative Officer/MDLBEAST
Ahmad (Baloo) Alammary
Executive Director/MDLBEAST
Michael (Curly) Jobson
Global Brand, Strategy & Culture Leader/MDLBEAST
Robert Bock
F&B, Retail, and Partnerships Director/MDLBEAST
Tyler Stellman
Festival Director/productionglue (A TAIT Company)
Matt Richman
Project Lead/productionglue (A TAIT Company)
Diana Hagerbaumer
Screens Producer/productionglue (A TAIT Company)
Erik Pearson
Project Director/Artists In Motion
Natalie Grassick
More Gold Winners
Website
2023
MUSE Advertising Awards - Hang Lung Properties Corporate Website

Entrant Company

Hang Lung Properties

Category

Website - Property / Developer

Country / Region

Hong Kong SAR

Advertising
2023
MUSE Advertising Awards - Temple Stories - Profound Co.

Entrant Company

DeepSleep Studio

Category

Advertising - Online Ad (Campaign)

Country / Region

United States

Audio
2023
MUSE Advertising Awards - Kiddos in the Kitchen Podcast

Entrant Company

Active Voice Communications

Category

Audio - Podcast

Country / Region

United States

Video
2023
MUSE Advertising Awards - ‘On Creativity with Paula Wallace’ feat. Christian Siriano

Entrant Company

Savannah College of Art and Design

Category

Video - Nonprofit

Country / Region

United States