Qatar Creates is a year-round cultural movement and a platform for arts in Doha to champion and nurture talent, access the best of the nation's offerings, and work with international partners to embed arts and culture into Qatari society. Their premier product, the OnePass, gives their audiences direct access to Qatar's cultural offerings.

For the WorldCup in Doha in 2022, the Qatar Museums team wanted to create an iconic experience for everyone first learning about OnePass.

We went on a series of exploration rounds with several visual directions to produce sensational digital and offline experiences, from the feeling you get when you receive your OnePass card until you venture on exploring its broad culture, driving desire - across channels and audiences.

The project was featured on Ads of the World. Now, let's dive in.