Fujifilm Instax & Billboard Arabia: New Music & Culture Platform

Fujifilm Instax Middle East has unveiled its latest initiative, A Picture That Tells My Story, in partnership with Billboard Arabia. This new campaign celebrates the rising wave of Saudi musical talent, forming the second chapter of Instax’s ongoing Emerging Artist Strategy in the Middle East. It also coincides with the launch of the Instax WIDE Evo camera, positioning the brand not only as a product innovator but also as a patron of regional creativity by bridging the worlds of music and photography.

Evolving from a Strong Creative Foundation

This campaign follows the success of Instax’s 2024 collaboration with Female Talent Agency (FTA), a women-led creative group renowned for its work in music and brand-building. The previous initiative aligned with Instax’s global “Don’t just take, give” philosophy, focused on returning value to the creative community. Through that effort, eight Arab female artists were spotlighted across a series of music-rich narratives, deeply integrated with Instax’s storytelling and imaging technology. That momentum now carries forward into Saudi Arabia, with a fresh lens trained on the country's dynamic music landscape.

A New Platform for Hybrid Creativity

In this new campaign, Instax collaborates with ten emerging Saudi artists, offering them the opportunity to visually narrate their personal journeys using the Instax WIDE Evo camera. The device, celebrated for its blend of analogue charm and digital control, features 10 lens modes and 10 film effects that allow for an endless array of expressive possibilities. This hybrid format empowers artists to experiment and craft their stories in both sound and image, turning their lived experiences into tangible, visual narratives.

Samantha Brett, Regional Marketing Manager for Fujifilm Instax Middle East, says: “We see Instax products as more than cameras, they are creative tools that belong in the hands of the next generation of storytellers. Together with cultural partners, we’re building a consistent platform that supports talent, documents culture, and bridges analogue nostalgia with modern creativity.”

A Strategic Investment in Regional Culture

Instax’s campaign isn’t a one-time promotion—it reflects a long-term cultural investment. Rather than rely on traditional influencer marketing, the brand is building sustainable, artist-led platforms that spotlight authentic voices from within the community. This commitment aligns with the broader objectives of Saudi Vision 2030, which recognizes the transformative potential of the arts in shaping both cultural identity and economic progress.

“Saudi Arabia is experiencing an incredible creative renaissance, and music is at the heart of that movement,” added Samantha. “This campaign is a celebration of the talent, innovation, and ambition that define the Saudi creative generation, and we’re just getting started.”

Redefining Lifestyle Branding Through Community

With A Picture That Tells My Story, Instax is redefining what it means to be a lifestyle brand in today’s Middle East. At the intersection of nostalgia, youth culture, and artistic expression, Instax is embracing a model that is driven by insight and grounded in collaboration. The campaign builds upon tangible success from prior projects, where data showed increased brand engagement and significant regional media resonance.

A Living, Breathing Creative Platform

More than a campaign, A Picture That Tells My Story acts as an evolving platform that supports and amplifies the region’s next generation of talent. By documenting artists' journeys and co-creating with them, Instax fosters not just visibility but real growth. It’s a space where storytelling and innovation converge—where emerging voices are not only seen and heard but uplifted and empowered.