Kijamii, one of the MENA region’s leading independent advertising agencies,  has revealed details about its partnership with Saudi football club Al Hilal FC during the FIFA Club World Cup 2025 in the United States, solving a specific challenge during the tournament: The distance between the fans and the team.

With matches kicking off deep into the night back home, fans risked feeling removed from the action, far from the team they live and breathe for.

For Kijamii, this was far more than a tournament coverage plan. The mission was to close the gap in time zones, in geography, and in emotion, and to make sure every Al Hilal supporter lived the Club World Cup as if they were right there in the stands.

“At Kijamii, we believe in creating work that works, and this project with Al Hilal was proof of that,” said Ramy Nabil, Sports Accounts Director, Kijamii. “By blending AI-powered creativity with cultural authenticity, we were able to transform separation into connection. The Club World Cup became more than just football on a screen; it became a shared experience that brought fans closer to their team than ever before.”

 

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The aim was to bridge the physical and time zone gap by bringing Saudi fans emotionally and experientially closer to the team during the FIFA Club World Cup through a full-funnel digital campaign that merged cinematic AI/CGI visuals, authentic fan rituals, and platform-specific storytelling to turn late-night matches into moments of pride, connection and community.

To make the journey come alive, Kijamii developed player-driven motion content through a dedicated shoot in the U.S. that brought immediacy and energy to every matchday post.

Static imagery was replaced with high-energy motion clips that captured the pulse of the tournament and spoke directly to fans. Host cities were reimagined in Al Hilal blue through a combination of AI and CGI, transforming skylines and landmarks from Miami’s beaches to New York’s streets.

These visuals made fans stop and wonder if what they were seeing had really happened, perfectly aligning with the goal of sparking awe and pride.

Beyond visuals, the campaign tapped into the emotional heartbeat of Al Hilal’s community. Matchday rituals, chants and cultural moments were captured and amplified, ensuring every fan felt represented no matter where they were watching.

This cultural connection was further extended through the production of a long-format documentary that told the complete Al Hilal story. The film offered a behind-the-scenes look at the team’s journey from Riyadh to the United States, weaving together training sessions, press conferences, matchday action, and the voices of fans.

By showcasing both the team’s determination on the pitch and the passion of its supporters off it, the documentary became an immersive narrative that reflected the true Hilali spirit.

“This campaign captured the essence of what it means to be Hilali,” said Abdelrahman Mamdouh, Regional Sports Content Manager, Kijamii, adding, “Despite the distance, our fans felt close, connected, and proud. Kijamii understood the heartbeat of our supporters and turned the Club World Cup into an unforgettable shared journey.”

The result was a campaign that did more than generate numbers

With 1.25 million total engagements and 29.4 million views across all platforms, the work turned distance into unity. Fans did not simply watch the Club World Cup; they lived it together, transforming the tournament from a late-night broadcast into a globally connected celebration of Al Hilal pride and passion.

CREDITS:

Client: Al Hilal FC

Agency: Kijamii
Executive Creative Director : Zeyad Salem
Sports Accounts Director : Ramy Nabil
Regional Sports Content Manager : Abdelrahman Mamdouh
Sports Account Manager: Neveen Ashraf
Content Lead: Mohamed Onsy
Content Lead: Mohamed Gouda
Senior Social Editor: Khaled Al Otaibi
Social Editor: Ahmed Sayed
Sports Art Director: Abdelrahman Abo El Seoud
Senior Graphic Designer: Abdelrahman Ahmed
Studio Manager: Mohammed hesham
Senior Motion Designer: Ahmed Elmesery
Motion Designer: Ziad Toshon
Video Editor: Rana Khaled
Motion Designer: Menna Elhaddad
Motion Designer: Hasnaa Fahmy
Traffic Manager: Shereen Alaa
Producer: Ahmed Ezzat