Maaden Values

Laser Interactive Performance

Client

About project

To celebrate the launch of MA’ADEN’s renewed brand identity and core values, we created a multimedia show that used symbolic visual language to bring each value to life. Laser beams interacted with 3D animation on LED screens, forming metaphors that transformed into immersive visual stories.

The central concept revolved around a smartphone—an everyday object made from materials mined by MA’ADEN (like lithium, aluminum, and iron). This device became the narrative link, connecting all values in a tangible, relatable way. The show illustrated Integrity through a laser-formed compass, Care through golden wheat fields symbolizing growth and nourishment, and Teamwork through synchronized drones scanning terrain in unison.

Ownership was expressed by robotic arms creating a key in real-time using laser cutting—symbolizing precision, responsibility, and hands-on contribution. Continuous Improvement came to life through a futuristic city built from MA’ADEN’s materials, pulsing with energy and innovation. Technically, the show blended LED visuals, laser graphics, and custom sound design into a seamless emotional experience. Each chapter flowed into the next, collectively illustrating MA’ADEN’s mission, values, and vision for a sustainable future.