JOUD is an epic feature-length cinema documentary about Saudi Arabia.​ Shown in a huge cinema screen at Ithra and launched at the Cannes Film Festival, the film aims to open the eyes of audiences to the Kingdom’s breath-taking diversity of peoples and landscapes.

The film uses an experimental story structure derived from a pre-Islamic form of poetry, the Qasida : “an ancient poem for modern times”. Filmed entirely within the Kingdom, the film journeys deep within the soul and fabric of an experience often hidden to the outside world. Our hand-picked creative team filmed on location for 6 months, working with local cast and crew.​