Humanizing Digital Transformation

For the launch of the Digital Employee “Ziyad” at the Zakat, Tax and Customs Authority (ZATCA), I led the project in its entirety—overseeing its strategic vision, creative development, and full production execution to introduce a forward-looking digital initiative through a compelling visual narrative.

The objective was to humanize digital transformation by presenting “Ziyad” not merely as a technological tool, but as an intelligent, accessible digital assistant designed to enhance efficiency, responsiveness, and user experience. The storytelling approach focused on clarity and engagement—translating complex digital capabilities into a relatable and trustworthy on-screen presence.

From conceptual structuring and visual identity development to production oversight and final delivery, I managed every phase of the project to ensure seamless integration between innovation and institutional credibility. The creative direction balanced modern digital aesthetics with authoritative branding, positioning “Ziyad” as a symbol of ZATCA’s commitment to smart governance and service excellence.

The result is a refined and future-oriented launch film that reinforces the Authority’s digital leadership while making technology approachable, intuitive, and impactful.