In 2024, Creative agencies Droga5 and Accenture Song were behind the new global brand platform and campaign 'Play Life' that launched the world's first city of play, Qiddiya City, the giant entertainment destination which was under construction 40km from the center of Riyadh in Saudi Arabia. The commercial was directed by Ian Pons Jewell and Nick Roney and shot by Oscar winning cinematographer Erik Messerschmidt. The production company was ProdCo. It was supported by an OOH campaign shot by Wade Brothers and 3D billboards developed in partnership with ETC studios. Several spots, with various narrators, promoted the 'Play Life' theme. Robert Firth recorded this alternate version of the ad, for Droga5, just prior to the worldwide campaign launch which ran until late January 2024.