Fashion

MAGRABi’s New Campaign Turns Saudi Arabia Into a Choose-Your-Own Adventure

BYYassine Hariss

May 11, 2026

The region’s leading eyewear retailer MAGRABi has just unveiled its latest campaign, titled See Through Our Eyes. Conceived as an interactive experience celebrating “the meaningful moments that shape daily life,” the new initiative offers a more intimate look into the rhythms, routines, and perspectives defining contemporary Saudi Arabia today.

Filmed across the Kingdom, the campaign follows four cultural figures from different creative and public-facing worlds: actresses Aseel Omran and Sumaya Rida, footballer Salem Al-Dawsari, and filmmaker Ali Kalthami. It invites viewers to choose whose journey they want to explore and which narrative path they wish to follow. Structured through a choose-your-own-adventure format, the creative project unfolds through branching storylines that each reveal a distinct way of experiencing the same evolving social landscape.

Omran is cast as the “Drama Queen,” whose world is framed as cinematic, expressive, and emotionally charged; Al-Dawsari appears as the “Midnight Athlete,” embodying discipline, focus, and community spirit both on and off the pitch; Rida takes on the role of the “Visionary”; while Telfaz11 creative director Kalthami represents the “Creative,” documenting the pace and energy of the Kingdom’s cultural transformation through his own lens.

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“For us, vision has always been about clarity, confidence, and the ability to see yourself in the world around you. How you see shapes how you live. With See Through Our Eyes, we wanted to celebrate the strength of perspective through eyes that, for us, are deeply connected to the heart. We are proud to spotlight Saudi talent, Saudi locations, and Saudi stories. As a brand rooted in vision care and self-expression, we see eyewear as a way people express who they are and how they choose to move through the world. This campaign reflects that spirit and the Kingdom’s momentum,” Yasser Taher, CEO of MAGRABI Retail, said in a recently shared press release.

Set against recognizable Saudi locations ranging from Souk Al Zal and the Wadi Hanifa training grounds to the skyline of KAFD, the campaign anchors each story within real spaces tied to memory, movement, and identity. At the centre of the project lies the idea of perspective itself: the notion that while everyone experiences the world differently, shared values of curiosity, attention, and self-expression continue to connect people across vastly different lifestyles and routines.

As expected, eyewear remains central throughout, positioned less as a simple accessory and more as an extension of identity — a personal lens through which each protagonist interprets the world around them.

MAGRABi’s New Campaign Turns Saudi Arabia Into a Choose-Your-Own Adventure

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MAGRABi’s New Campaign Turns Saudi Arabia Into a Choose-Your-Own Adventure

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