When the “doors” opened today at Riyadh’s JAX District, the energy was be unmistakable as creatives, marketers, designers and storytellers gathered for Athar Festival 2025, the Kingdom’s largest celebration of creativity and communication.
Now in its third year, Athar – Saudi Festival of Creativity has evolved from a regional gathering into a global meeting point for creative minds. Presented by Motivate Media Group and TRACCS, the festival runs from 21 to 22 October at the Diriyah Biennale Foundation’s JAX District. This year’s edition expands its format and focus, with new thematic tracks and a stronger international presence that reflect Saudi Arabia’s growing reputation as a creative hub.
Creative Motion and Expanding Creative Conversation
In just a few years, Saudi Arabia’s creative industry has transformed from emerging to influential. Athar Festival reflects this rapid evolution as a space where ideas meet opportunity, and where brands, agencies and individuals connect to shape the next chapter of storytelling in the region.
More than 4,000 professionals and students are expected to attend this year across 21 and 22 October, alongside 150 international speakers and over 80 brand activations. The program stretches from morning until late evening, with workshops, talks and networking events designed to inspire and empower.
Athar Festival 2025 introduces new content streams exploring the latest frontiers of the creative world. The Creative Impact stream focuses on brand storytelling, advertising and marketing. Future Forward dives into AI, machine learning and data-driven creativity. Screen and Influence examines the intersection of film production, influencer marketing and media distribution, while the Luxury and Lifestyle stream explores branding across fashion, travel, hospitality and premium experiences.
On opening day, sessions in the Future Forward track explored how artificial intelligence and data are redefining creative strategy. The Screen and Influence stream brought together filmmakers and social media leaders to discuss the future of storytelling in a world shaped by digital influence. Later in the day, workshops at the Talent Hub focused on building portfolios and pitching creative campaigns, while networking sessions connect young professionals with leading agencies and brands.
Tomorrow’s agenda (22 October) continues with a deep dive into the business of luxury and lifestyle branding, unpacking how fashion, travel and hospitality are reshaping the Kingdom’s image on the global stage. Other sessions will tackle sustainability in creative production and the growing role of women in advertising leadership. The festival will close with the two-part Athar Awards ceremony, honouring both rising Saudi creatives and the most inventive campaigns in the Kingdom.
Spotlighting Saudi Talent
Beyond international speakers and major agencies, the festival is also deeply focused on nurturing local voices. The new Talent Hub offers workshops, mentorship sessions and recruitment opportunities for emerging creatives.
The Athar Awards, now expanded across two days, will recognise both individual and team excellence on the first day, and honour the most creative campaigns in the Kingdom on the second.
Athar Festival 2025 also welcomes international trade delegations, bridging Saudi Arabia’s creative marketing industry with its global counterparts. A new startup exhibition space gives emerging ventures in media, advertising and technology a chance to showcase their innovations to investors and industry leaders. With extended festival hours from 10 a.m. to 10 p.m. each day, attendees have more opportunities to explore activations, exhibitions and networking spaces.
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