AXE has always been a brand that thrives on boldness, capturing the essence of youth culture through innovation and attitude. In 2024, at Riyadh Boulevard, we took this to the next level—fusing the high-energy world of esports with AXE’s unmistakable DNA to create an Out-Of-Home (OOH) experience like never before.

Our campaign, redefined what OOH could be, transforming a high-traffic urban space into a dynamic spectacle of movement, sound, and digital artistry. By leveraging AI-generated visuals, we designed a cast of electrifying characters that embodied AXE’s fearless spirit, instantly resonating with the young audience.