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Our Word Film

Cadillac had all set to take its first step towards an all-electric future. But how could an American brand communicate this message to the people of Saudi Arabia?

An oil-rich nation with an extreme preference for local brands, by GIVING OUR WORD, to help Riyadh achieve its vision of going 30% EV by 2030. Cadillac pledged to go 100% electric by 2030, we revealed the pledge with a film that took the capital’s biggest screens, such as the Riyadh Boulevard, main cinemas, outdoor and digital.

/ Art director

Juliana Arboleda

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/ Writer

Rohan Kodialbail

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/ Creative director

Bruno Barbosa

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/ Agency

Saatchi & Saatchi Dubai

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/ Production team

Production House: Black Rhino Films
Director: Daniel Eceolaza
DP: Julian Steiner
Music and Sound design: RAN Studio

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Portfolio

Juliana works across communication design and art direction, exploring the space between brands and culture.
 

Over the past 12 years, she has worked across markets in the East and the West, in collaboration with cultural institutions, design and innovation studios, and global advertising networks.
 

Her experience spans a wide range of projects, from brand and communication campaigns to editorial and publishing, visual narrative systems, and product design for apparel and merchandising; always approached with an entrepreneurial and curious mindset.
 

Several of her projects have been recognized at leading global and regional award shows, including Cannes Lions, Young Lions, LIA, One Show, Clio Awards, Loeries and Dubai Lynx.
 

Selected clients include Samsung, Louvre Abu Dhabi, Cadillac, Subway, Amazon, Bodyform, Saudi Arabia Tourism, Expo City Dubai and Emirates Mars Mission.
 

Creative partners include Beat the Streets L.A, Ogilvy, BBDO, Cheil, TBWA, Saatchi & Saatchi, and Unknown Studios (Abu Dhabi Executive Office).
 

And a few of her favorite things → Clic here to listen to a selection of rare latin grooves from her music collection → And her set for the Dubai Vinyl Souq.

Say Hi!​​

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