Yalla? A New Voice of Arab Luxury
AROYA × Cristiano & Georgina
Modern Elegance Meets Mediterranean Exploration
AROYA Cruises launched its inaugural Mediterranean season with a bold, culture-forward campaign—featuring, for the first time ever, Cristiano Ronaldo and Georgina Rodríguez together on screen. But this wasn’t about stardom alone.
As Senior Art Director, I led the creative vision of the campaign that redefined what Arabian luxury looks and feels like today. It centered around one intimate word—“Yalla?”—an Arabic invitation to experience the world with grace, warmth, and modern sophistication.
🧭 Campaign Objectives
Reposition AROYA Cruises from a Saudi product to a regional lifestyle brand with international presence
Inspire bookings for the Mediterranean season through emotional resonance, not just itinerary selling
Shift cruise perception from “foreign” to culturally relevant and aspirational for GCC audiences
Create a new cultural symbol of modern Arab luxury using storytelling, not spectacle.
✨ Creative Idea: One Word. Global Impact.
"Yalla?" — spoken by Georgina, answered warmly by Cristiano.
A cinematic, human, and intimate invitation that transcended language, and captured the spirit of travel, togetherness, and exploration.
A cinematic, human, and intimate invitation that transcended language, and captured the spirit of travel, togetherness, and exploration.
Campaign Positioning:
Luxury isn’t about exclusivity—it’s about emotional connection, cultural confidence, and refined taste.
This campaign presented AROYA as a brand that sails not just through water, but through aspiration.
Luxury isn’t about exclusivity—it’s about emotional connection, cultural confidence, and refined taste.
This campaign presented AROYA as a brand that sails not just through water, but through aspiration.
🛟 My Role & Creative Contributions
• Led the conceptual development around the Arabic core message
• Art directed the hero cinematic narrative
• Supervised OOH, TV, digital, and motion visuals
• Collaborated on casting, styling, and tonality with Ronaldo & Georgina teams
• Oversaw adaptation and roll-out across multiple channels and languages.
🎥 Execution & Roll-Out
Phased Launch Strategy
• Phase 1: Hero moment featuring Cristiano & Georgina together (TV, OOH, hero film)
• Phase 2: Georgina-led narrative tied to offers and lifestyle messaging
Media Channels
• TV, Cinema, Digital, Social, Influencer Integration
• Full Arabic/English dual-language campaign
• Sentiment monitoring, live response, and UGC support
This wasn’t just a collaboration. It was a cultural milestone.
AROYA introduced the world to Arab luxury redefined—not through extravagance, but through emotional elegance, authenticity, and modern grace.
With “Yalla?” the Mediterranean became more than a destination. It became a statement.
AROYA introduced the world to Arab luxury redefined—not through extravagance, but through emotional elegance, authenticity, and modern grace.
With “Yalla?” the Mediterranean became more than a destination. It became a statement.
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