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Filmmakers’ Program
Client: Film Commission
Sector:
Duration: 8Month
Industry: Education
Overview
Challenge
To upskill amateur and professional Saudi filmmakers, scriptwriters, audio engineers, and film editors for the future industry market.
Outcome
A partnership with some of the leading filmmaking institutions in the world, and the emergence of 1,120 creative industry movers.
Impact
Some initiatives are designed to have more long-term effects rather than immediate ones, and this is one of them. However, an impact that can be witnessed now is the Film Commission's decision to choose a female-directed imaginative movie to represent Saudi Arabia at the Oscars.
Context
Saudi Arabia is taking its film industry to the next level one quick step at a time. In 2020, the Kingdom's own cinema brand Muvi opened up the largest local multiplex cinema — with almost 6.6 million movie tickets sold that year. The country then launched its first ever drive-in cinema in 2021, followed by the introduction of the Saudi Film Festival in Dhahran and a 'Saudi Film Night' at the Arab World Institute in Paris.
The local feature film 'Scales' directed by Saudi filmmaker Shahd Amin was chosen by the Film Commission to represent the Kingdom at the Oscars — a proud and historic moment for Saudi cinema, and a clear move in the right direction.
TAM's Approach
Nearing the end of 2020, TAM and the Ministry of Culture's Film Commission began preparations for the Digital Filmmakers' Program — created to train and empower local film talents, enrich local content, and enhance the overall fondness for the industry under the Vision 2030 umbrella.
Identity & Platform Design
TAM designed the program's identity and logo — giving it a personality that would resonate with local cinematic talents — then built a website where film fanatics could find all information and register for courses.
Institutional Partnerships
The program collaborated with prestigious local and international film schools and institutions — including 3rd Action, Sidra, and The London Film School — to deliver 44 online courses across five main industry areas: scriptwriting, production, business, editing, and audio, plus general courses in acting, directing, and documentary filmmaking.
Awareness & Outreach
TAM crafted a patriotic, educational, inspirational, and enjoyable communication strategy — using static Twitter posts, information-filled videos, and coverage by well-known local media platforms — to reach and attract the target audience across the Kingdom.
Selection & Delivery
From over 5,400 applicants, 1,120 attendees were selected based on preset criteria. 37 skilled industry veterans hosted the online courses. Upon completion, all participants received certificates of training as proof of their newly acquired and reinforced skills.
"An initiative full of passion for Saudi filmmakers. The #Film_Commission launches the #Digital_Filmmakers_Program to provide cinematic talents with knowledge-filled resources that raise the standards of the Saudi film industry with international and local universities and film institutes."
— Mufarreh Zraiqan
"The courses the ministry is offering to students for free is amazing. As soon as I received the link I forwarded it to all my students. There are courses we can even learn and gain from for professionals, which I appreciate, because we should forever be learning and improving."
— Danya Alhamrani, Film Director and Producer
What We Delivered
- Program identity, logo, and a fully functional registration website.
- 44 online courses across scriptwriting, production, business, editing, audio, acting, directing, and documentary.
- Partnerships with leading local and international film schools including The London Film School.
- 37 skilled industry veteran instructors hosting the courses.
- A multi-channel awareness and outreach campaign targeting Saudi film talents.
- 1,120 certified program graduates equipped with professional filmmaking skills.
Impact at a Glance
5,400+
applicants from across the Kingdom
1,120
attendees selected and certified
44
online courses across 5 industry areas
37
industry veteran instructors hosting the courses
5
core industry areas covered: scriptwriting, production, business, editing, audio
6.6M
movie tickets sold in Saudi Arabia in 2020
Lasting Value Created
The Digital Filmmakers' Program created a pipeline of 1,120 certified Saudi film talents equipped with world-class skills — ready to contribute to an industry on the rise. By partnering with global film institutions and delivering free, high-quality courses, the program democratized access to professional filmmaking education and accelerated the development of Saudi Arabia's creative economy. Its long-term impact will be felt across productions, festivals, and cinematic achievements for years to come — directly supporting Vision 2030's ambitions for a thriving cultural and entertainment sector.