Pixels of Progress: How Cameras and Imaging Tech Are Becoming Central to Telling Saudi’s Transformation Story to the World
By Hassan Obaidan, Chief Operating Officer, Modern Electronics
Saudi Arabia’s transformation goes beyond policy and infrastructure. It is being seen and shared through visuals created by photographers, filmmakers and content creators who are documenting change in real time. From giga-projects like NEOM and Diriyah Gate to film festivals and cultural showcases, a new visual language of progress is taking shape.
The Power of Visual Storytelling
Saudi Arabia’s transformation is not only being built, it is being seen. The Kingdom is investing in a visual ecosystem that encourages Saudi creators to tell their own stories and shift global perception. The Saudi Film Commission reports that local productions hold 19 percent of the domestic box-office share in 2025, with incentive programmes generating more than SAR 1 billion in production investment since 2020 . The Ministry of Culture aims for the cultural sector to contribute SR 180 billion to GDP by 2030 .
This is not only about entertainment. It is about ownership of identity. When Saudi-made films, photography and visual campaigns reach international platforms, they rebuild the country’s image with authenticity. Through Saudi-led storytelling, the country is being reframed from an oil-rich nation to a creative hub. Supported by formal programmes, local talent is producing work that contributes to national identity.
Technology as an Enabler
High-resolution cameras, drones, advanced sensors and modern editing tools have lowered barriers to storytelling. What once required large studios is now achievable through mobile rigs and accessible technology. In Saudi Arabia, these tools help creators capture diverse settings, from desert landscapes to new urban developments and cultural districts.
Sony supports this ecosystem through creator programmes, workshops and hardware built for modern storytelling. These tools are not only technical equipment. They form part of the infrastructure enabling cultural expression. For Modern Electronics, supplying this gear has become part of empowering a new wave of creative agency.
A Generation Behind the Lens
Young Saudis are becoming the visual architects of the Kingdom’s new story. Since the Ministry of Culture’s founding in 2018, employment in the cultural sector has increased by 318% and the number of graduates reached 28,800 by 2024 . Initiatives such as the Misk Art Institute and the Riyadh University of Arts reflect long-term investment in creative careers.
NEOM, Diriyah and other mega-developments serve as both backdrop and subject for countless visual narratives. Young creators are using drones, 4K rigs and mobile cameras to produce work that resonates globally. As new studios, grants, festivals and cultural districts emerge, the infrastructure for creation is expanding rapidly.
This includes growing production capabilities such as the JAX Film Studios complex in Riyadh, where Sony technology is part of the ecosystem supporting professional-grade content development. Together, these environments are giving Saudi creators more opportunities, platforms and tools to bring their stories to life.
In this environment, Saudi Arabia’s progress becomes visible, shareable and grounded in authenticity.
Why It Matters
Visual storytelling is strategic. When Saudi Arabia hosts global events, launches film festivals or unveils cultural showcases, every frame shapes perception. Images contribute to identity, aspiration and cultural understanding. The creators behind those images play the role of cultural ambassadors.
The returns are significant. The cultural sector is poised for growth in employment, investment and international influence. Saudi Arabia aims to create more than 300,000 jobs in the cultural sector in the coming decade . For companies like Sony, professional imaging tools will continue to support narrative, place and identity.
Looking ahead
As Saudi Arabia evolves, its visual storytellers will play a central role in capturing its journey. Imaging technology will continue to support expression, connection and cultural identity. Every frame, from AlUla to NEOM, reflects the Kingdom’s confidence, creativity and future direction.
The world is watching, and young Saudis are shaping the story one frame at a time.
