Boxooo is a new hospitality concept preparing to launch in Saudi Arabia: a multi-pillar lifestyle space combining dining, workspaces, gym classes, a cookery school and a 12-week culinary academy for women in hospitality. With the physical building still under construction, they needed video content to build excitement around a brand that didn't yet exist in any tangible form, and to introduce the people behind it to potential partners and future guests. An earlier internal attempt hadn't captured the energy the team wanted, so they came to Headroom looking for professional creative support across three teams: People, Property and Digital.
We presented two creative routes: a cinematic sit-down interview format and a more spontaneous walk-and-talk. The team chose the walk-and-talk and we built the series around it. Boxooo's own marketing leads, Charlotte and Sabrina, became the on-screen hosts, crashing each department's meeting to ask a handful of well-shaped questions. We rewrote their original drafts into three tight themes per video, mixed with quick personal prompts to draw out instinct and personality rather than rehearsed answers. Each contributor was filmed in their own workspace, using their real tools, screens and materials as living cutaways. Mics carried custom Boxooo flags. The full series was captured across a single shoot day and edited into three standalone films plus a quick-fire cutdown, with Arabic subtitle versions for the Saudi launch audience.
Three short films, one per team: Marketing Meets The People Team Marketing Meets The Property Team Marketing Meets The Digital Team Plus a quick-fire cutdown drawn from the same shoot, and Arabic-subtitled versions for the Saudi launch market.
"Sabrina hosted a faux awards ceremony for the team's videos and they all had such complimentary things to say about the whole experience of shooting with you.— Charlotte Williams, Assistant Brand Manager, Boxooo International
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