"Baity Battle"
Client: Saudi Telecom Company - stc
Agency: VML
Role: Editor, Sound Design
99% of gamers lose track of time while playing. What’s usually a minor inconvenience becomes a real challenge during Ramadan, when fasting hours and strict meal times make time management essential.
Baity Games, powered by stc’s fastest internet connection, offers a seamless gaming experience—perfect for uninterrupted gameplay, but terrible for tracking time. The challenge? Help fasting gamers know when it’s time to stop playing and start eating—without breaking their focus.
Client: Saudi Telecom Company - stc
Agency: VML
Role: Editor, Sound Design
99% of gamers lose track of time while playing. What’s usually a minor inconvenience becomes a real challenge during Ramadan, when fasting hours and strict meal times make time management essential.
Baity Games, powered by stc’s fastest internet connection, offers a seamless gaming experience—perfect for uninterrupted gameplay, but terrible for tracking time. The challenge? Help fasting gamers know when it’s time to stop playing and start eating—without breaking their focus.
We created the first-ever Fortnite mode synced with real-time, featuring a Saudi Arabia-inspired skyline that changed dynamically to signal meal times. As the in-game sky transformed, players were reminded to step away from the screen and break their fast—turning the virtual world into a practical tool for Ramadan.
From designing a culturally resonant map to integrating real-time elements, the project combined innovation, storytelling, and gameplay to merge entertainment with cultural relevance.
From designing a culturally resonant map to integrating real-time elements, the project combined innovation, storytelling, and gameplay to merge entertainment with cultural relevance.
The campaign resonated deeply with gamers, blending cultural sensitivity with technology, and reinforced stc’s position as the go-to provider for fast and meaningful gaming experiences.
Awards and Recognition
Dubai Lynx 2024
Silver – Design | Digital & Interactive Design – “STC - Baity Battle”
Bronze – Brand Experience & Activation | Touchpoints & Technology – “STC - Baity Battle”
Dubai Lynx 2024
Silver – Design | Digital & Interactive Design – “STC - Baity Battle”
Bronze – Brand Experience & Activation | Touchpoints & Technology – “STC - Baity Battle”
Fortnite x STC Baity Battle | Role: Editor | Year: 2024 |
At: VML, Dubai
With: Tiago Bastos, Aashim Kadayikkal, Marcelo Zylberberg
At: VML, Dubai
With: Tiago Bastos, Aashim Kadayikkal, Marcelo Zylberberg