We don’t just imagine the future — we'll build it

For many reading of you reading this article - you may well be surprised — that we are approaching the 94th celebration of Saudi National Day.

For me & for Alat its our first Saudi National Day ??, so we wanted to do something truly special to mark the day — something that not only honours the Kingdom of Saudi Arabia, but also brings our whole team together in a meaningful way, creating great memories for every future celebration.

From what I’ve learnt, Saudi National Day is the “Super Bowl” of advertising within the Kingdom, and we’d better bring some of our best work! Talk about pressure for a 8-month-old startup! But that’s the kind of pressure my team and I thrive under, and we’ve been so excited to show the world what we’ve been working on to mark the occasion.

From a marketer’s perspective, whether the Super Bowl or Saudi National Day, the challenge of a big marketing moment like this is to cut through the clutter and catch the attention of a nation. You want to create “must watch” moments that captures attention for sure but also touches hearts and minds.

Unlike the Super Bowl, where the intention is to sell products, Saudi National Day advertising gives every Saudi company the chance to showcase what they do, what they’re proud of, and what contributions they’re making to the building up of the nation & national spirit. The goal is not to buy or sell anything. The outcome is a brighter future. The goal is showing progress and bringing hope in that brighter future. It’s a compelling higher purpose and one that I’m thrilled to lead #TeamAlat in as we rise to its challenge of bringing our tagline into reality: Tomorrow. Made Better.

Alat's mission is to become a national champion for the Kingdom and a global leader in sustainable manufacturing. As we celebrate Saudi National Day, Alat represents hope for the future, aligning with Saudi Arabia’s vision of becoming a global hub for advanced technologies and electronics. It reflects the nation’s push for innovation and progress, paving the way for a brighter future for generations ahead. My job is to advocate for this hope, to tell the story of Alat as a national champion for Saudi Arabia, and to showcase how it's driving the Kingdom toward a future of innovation?and?success.

We at Alat are marking and celebrating Saudi National Day in a few special ways.

Leading by example. We’re engaging our staff and their families by asking them to imagine the future of Saudi Arabia and share with us their hopes and ideas. We’ve then harnessed the power of AI and, using their inputs, we’ve generated images and videos to turn these ideas into stunning realities. The results are nothing short of awesome! They showcase the innovation, ambition, and pride that drives us forward — not only at Alat, but in the Kingdom of Saudi Arabia, and even our global community.

Building community. Speaking of community: we’re also going to share this challenge with the entire nation of Saudi Arabia. We want to hear your ideas. We want to see your visions come to life alongside ours. I hope you’ll take inspiration from the images and videos we’ll be sharing on our social media, and share your own with us.

Uniting around a strong message. A central theme of both of these initiatives, and our internal celebrations, is a powerful message we developed especially for Saudi National Day, a message we hope to carry forward with us. “We don’t just imagine the future — we build it.” At Alat, we’re doing something that the world has dreamed of but not yet done, revolutionising and modernising manufacturing and advanced industrials with clean energy. We’re not just imagining the industries of the future powered by clean energy — we’re building them right now.

?

I’ve lived in countries before where there’s been strong national pride in ‘having made it’, like the US, Japan, and Australia, but it’s such a different experience I have noticed when living in ‘younger’ nations like Saudi Arabia or Singapore (both nations celebrate only their 94th & 59th birthdays this year!). The feeling of agility, growth and change is palpable in the air. Everything can and is changing in just one or two generations, and you can absolutely make a difference in getting there and achieving the nation’s vision.

Saudi Arabia is one of the most dynamic countries in the world in terms of rapid modernisation and development. With a young population — an average age of 29 — the country has a lot of hope, and so much potential to offer the world. It’s thrilling to be part of working towards that brighter future.

Happy Saudi National Day!

Tomorrow. Made Better.