Work / Ride smarter — in ninety seconds
Ride smarter — in ninety seconds.
A bilingual 90-second explainer that took the Doha Metro Travel Card from box-on-a-shelf to something every first-time rider understood on the platform.
A bilingual explainer that took the new Travel Card from box-on-a-shelf to something a first-time rider understood on the platform — in the time it takes the next train to arrive.
· The film
Watch the film.
· Overview
The brief
Doha is a city built around cars. The metro was new, the travel card was newer, and the audience — residents, commuters, cabbies who were about to lose half a fare — needed to learn it fast without reading a manual.
Qatar Rail wanted a single 90-second film that answered every first-time question in order: what is it, where do I get one, how do I top it up, how do I tap through, and what happens if I get it wrong.
90s
Runtime · master cut
5
Rider questions answered
4
Platform cuts · 16:9 · 9:16 · 1:1 · :15
2
Languages · AR + EN
· Approach
How we worked
01 — Scripted for the platform
We wrote the Arabic first, then the English — not the reverse. The cadence had to land on Doha ears; the timing had to work without voiceover for muted feed scrolling.
02 — Flat, bold, confident
A system of flat geometric shapes in the metro's own palette — gold, pearl, carbon. The travel card itself was the hero. Every other element existed to show it in context.
03 — Tap, top-up, tap out
Five clear beats with physical on-screen cues: the turnstile, the kiosk, the sticker on the card, the gate light, the receipt. No instruction was longer than three seconds on screen.
04 — Built for years, not a week
Because fare changes were inevitable, we delivered source files with editable text, rates, and numbers. Qatar Rail could refresh the film themselves the next time a tariff moved.
· From the work
From the work.
· Next project
Skytrax — a case for votes. →
Got something complex to explain?
Share the audience, the ask, and the deadline. A one-page treatment and a quote back within a business day.
· Related projects
More work from the studio.
Zero landfill, by design. — Hamad International Airport
A sustainability animation for Hamad International Airport's zero-landfill commitment — recycling journey, terminal to offset, as one calm visual thread.
A greeting worthy of a nation. — Hamad International Airport
A culturally-grounded Eid Al-Fitr brand film for Hamad International Airport. Unity, gratitude, high-end motion design for LED walls, TV, and social.
Four characters. One brand universe. — Ooredoo
A cast of four brand characters built for Ooredoo Qatar — personality design, rigs, and a story system carrying campaigns across films, social, and onboarding.