HUMAهماA GLOBALFILMS STUDIOCenomi Centers
Westfield Jeddah
Episode 3: Entertainment
From unfinished spaces to dressed settings, generated people, movement and dialogue—we created and directed what you see and hear.
It does not need to look like HUMA.
It needs to look like Cenomi.
Parts of Westfield Jeddah were still under construction. The film needed to show something else: a place full of life.
The dome. The balconies. The scale of the place. We took that real architecture and built a scene around it—with dressed spaces, people and light.
From a space under construction
to a destination in full swing.
The entrance gave us the architecture. Our team completed and dressed the setting, then brought people into it.
Not a different destination.
This one, with life inside it.
A wide shot establishes the place. A face, a gesture and a line of dialogue turn it into a story.
The ceiling, columns and counters gave us the space. We dressed it for dining, populated it, and directed what happened between the people.
The setting. The performances.
Even the dialogue.
The people and their dialogue were generated. HUMA shaped the performances and directed them into the film—not just into the background.
We dressed the setting, completed the visual world and populated it. The same space becomes somewhere people meet, pass through and spend time.
Architecture becomes a setting.
The setting becomes a story.
Architecture makes it recognisable. People, light and movement make it inviting.
For Westfield Jeddah, the real location was the foundation. Our team built and dressed the settings around it, generated people and dialogue, and shaped those elements into a film.
If the place is still taking shape, the conversation can start now.
We can already tell its story.