Riyadh, Saudi Arabia– The launch of ASUS ROG Middle East’s RTX 5090 Dhahab Edition is making waves—not just for its cutting-edge performance but for its striking design and a campaign that fuses Arab heritage with futuristic aesthetics. Behind this campaign is Essence Adverts, which led the advertising concept, product design, and soundtrack, creating a narrative that resonates with regional audiences.
At a time when gaming products often follow a universal aesthetic, this campaign takes a different approach, integrating regional architecture, Arabic calligraphy, and a cyberpunk-inspired visual style. The result is a graphics card and campaign that feel both deeply rooted in tradition and forward-looking.
Bridging Culture and Innovation
Essence Adverts’ launch ad transforms the product reveal into a cinematic experience. Neon-lit skyscrapers emerge from swirling desert sands, a falcon soars through a pixelated storm, and Arabic calligraphy pulses across screens like a digital heartbeat. The original Arabic rap soundtrack blends traditional rhythms with modern beats, reinforcing the campaign’s central theme: heritage as a driver of innovation.
The RTX 5090 Dhahab Edition’s design, crafted by Essence Adverts, tells a visual story of heritage, progress, and the limitless future. The journey begins in the golden desert sands, where camels—symbols of endurance and deep-rooted Arab traditions—traverse vast landscapes. From this foundation, the design transitions into the modern Arab skyline, featuring some of the region’s most iconic landmarks, including Riyadh’s Kingdom Tower, Dubai’s Burj Khalifa, and Kuwait Towers—each representing the Arab world’s rapid transformation into a global leader in innovation and technology.
As the design evolves, urban architecture dissolves into the cosmos, symbolizing the unbounded potential of gaming, technology, and the future. The gold-and-teal color palette enhances this transition, with gold representing ambition, wealth, and heritage, while teal embodies progress and digital evolution.
Flowing throughout the design, Arabic calligraphy emerges as a defining element, reinforcing the deep cultural identity of the region. Rather than being decorative, the letters pulse like a digital current, seamlessly integrating with the high-tech aesthetic. As the final touch, the skyline gives way to a celestial expanse of stars and galaxies, capturing the spirit of limitless possibilities in gaming and beyond.
With this unique artistic approach, the RTX 5090 Dhahab Edition stands as more than just a gaming powerhouse—it’s a tribute to the Arab world’s journey, from its rich past to its bold future.
A Strong Response from the Gaming Community
At the launch event, the campaign resonated with gamers, content creators, and tech enthusiasts, many of whom welcomed the regional representation in a global industry often shaped by Western influences.
“This launch is a statement—it’s about more than just performance. It’s about recognizing that gaming culture in the Middle East is thriving and unique,” said a regional gaming influencer.
A Shift in Global Tech Branding?
With the MENA gaming market expanding rapidly, the RTX 5090 Dhahab Edition signals a potential shift in how global tech brands engage with regional audiences. By integrating cultural storytelling and localized design, the campaign highlights a new direction where gaming is not just about technology but also identity.
As gaming continues to evolve as a global movement, the RTX 5090 Dhahab Edition campaign by Essence Adverts serves as a case study in how brands can resonate with local audiences while maintaining international appeal.
