Six Flags

With 27 theme parks across the United States, Mexico and Canada, Six Flags is one of North America's most beloved and enduring brands. It was time to take it global, bringing its adrenaline-fuelled fun to Saudi Arabia: Six Flags Qiddiya City, the brand's first park in the Kingdom, part of the giant Qiddiya megaproject rising near Riyadh.

My starting point was a question: it's a theme park, arguably one of the most exciting places on Earth, so why are the comms stale?

So I went through the competitors' social channels looking for the gap, and there was an obvious one. The entire category sells the machine. Ride announcements, POV footage down the first drop, height and speed specs, seasonal teasers. Every park, every market, the same. Nobody was selling what it feels like to be the person who got on it. Or the day around it. Or who you are when you walk out.

So I built a new tone of voice and a distinct design language to sit in that gap. Then wrote the social campaign messaging for the launch.

The park opened on 31 December 2025 with Falcons Flight, the tallest, fastest and longest roller coaster in the world. 163 metres, 195 metres of elevation change, roughly 155mph, 2.6 miles of track. It and Spitfire hold four world records between them. A park with records like that doesn't need anyone shouting about the rides.