Snowfall in the Kingdom: Harvey Nichols’ The Freeze Frame

Blue Hat, a Global Design & Innovation Consultancy, was commissioned to develop the Autumn/Winter campaign for Harvey Nichols Riyadh. The concept focused on reinterpreting familiar Saudi urban environments through a winter perspective, subtly transforming local architecture into a snow-dusted setting. By using AI technology, elements such as frost, snowfall, and cooler atmospheric tones were integrated into recognizably Saudi locations, creating imagery that feels both unexpected and contextually relevant. The approach balanced global fashion aesthetics with a strong sense of place, ensuring the campaign remained culturally grounded.

Rather than presenting winter as a literal climate, the campaign explored it as a visual and emotional atmosphere. This allowed for a localized interpretation of Après-Ski that felt approachable and relatable to the Riyadh audience, while still aligning with Harvey Nichols’ international fashion positioning. The contrast between warm, familiar surroundings and winter-inspired details helped create a narrative that was imaginative yet restrained.

The campaign was developed and executed across all brand touchpoints, including digital platforms, social media, and in-store applications. Each execution was adapted thoughtfully to its medium while maintaining consistency in tone, visual language, and messaging. This ensured a seamless customer journey and a cohesive brand presence throughout the season.

The Freeze Frame reflects a considered use of technology as a creative tool, enhancing storytelling without overshadowing context. The final outcome is a visually engaging and well-integrated campaign that connects global fashion narratives with local relevance across both physical and digital environments.