Creative Direction
Joy Awards: 2021-2026
Where Arab culture meets the global stage.
Black Skull has served as Creative Director for the Joy Awards since 2021, working alongside Done+Dusted and Stufish on one of the region’s most ambitious live entertainment events.
Our remit spans creative direction, show direction, choreography and video design and direction across spectacular large-scale musical numbers, theatrical scenic moments and live broadcast sequences. From elaborate outdoor activations and immersive Lavender Carpet experiences to fully realised performances inside the auditorium, the ambition has always been to make every performance feel like a stand-out moment designed to resonate on a global stage.
Recent editions have featured large-scale scenic architecture, choreographed artist performances and international headline moments with artists including Katy Perry, Tarkan, Hans Zimmer, Robbie Williams, Christina Aguilera, Rema, Michael Bublé and Andrea Bocelli.
The result is a show that has grown into more than an awards ceremony: a spectacular meeting point between Arab cultural identity, global entertainment and high-production live spectacle.
The Joy Awards 2026 generated more than 26.1 billion global impressions, led by Facebook with 12.6 billion+ impressions across platforms.
Black Skull has served as Creative Director for the Joy Awards since 2021, working alongside Done+Dusted and Stufish on one of the region’s most ambitious live entertainment events.
Our remit spans creative direction, show direction, choreography and video design and direction across spectacular large-scale musical numbers, theatrical scenic moments and live broadcast sequences. From elaborate outdoor activations and immersive Lavender Carpet experiences to fully realised performances inside the auditorium, the ambition has always been to make every performance feel like a stand-out moment designed to resonate on a global stage.
Recent editions have featured large-scale scenic architecture, choreographed artist performances and international headline moments with artists including Katy Perry, Tarkan, Hans Zimmer, Robbie Williams, Christina Aguilera, Rema, Michael Bublé and Andrea Bocelli.
The result is a show that has grown into more than an awards ceremony: a spectacular meeting point between Arab cultural identity, global entertainment and high-production live spectacle.
The Joy Awards 2026 generated more than 26.1 billion global impressions, led by Facebook with 12.6 billion+ impressions across platforms.
2026
Robbie Williams
For Robbie Williams and Ayed’s cross-cultural performance at the Joy Awards in Riyadh, we delivered a high-tech, content-led journey exploring human emotion and the interconnected nature of the universe.
The show opened with Robbie descending into the arena on a fully CG helicopter, transitioning into an Unreal Engine–built neon vision of future Riyadh before dissolving into a cosmic visual dimension. For Feel, we designed a two-layer volumetric screen environment and embedded a digital model of Robbie’s head into the canvas, making him appear to form, dissolve and reform at the physical centre of the stage – using depth, parallax and layered content to turn the lyrics into a spatial, immersive moment.
Ayed’s chapter reconfigured the curved LED architecture into a warped, geometric time-space, driven by generative motion and data-inspired visual systems to express the enduring nature of love and its place within the DNA of the universe.
2026
Katy Perry
Black Skull choreographed and cast the opening spectacle for Katy Perry's performance at the 2025 Joy Awards - a red leather army flanking the stage before her entrance on the main stage. Created in collaboration with Possible Studios.
2025
XTINA
For Christina Aguilera's show-opening set at the 2025 Joy Awards, Black Skull delivered a fiery choreographic piece to accompany the multi-dynamic opening spectacle - a greatest-hits medley spanning "Genie in a Bottle," "Fighter," and "Beautiful."
2025
Michael Bublé
For Michael Bublé's performance at the 2025 Joy Awards, Black Skull directed and choreographed the accompaniment to his standout duet with Wael Kfoury - a bilingual rendition of Frank Sinatra's "My Way," blending English and Arabic vocals.
2025
Hans Zimmer
Black Skull directed a swashbuckling "Pirates of the Caribbean" performance for Hans Zimmer Live at the 2025 Joy Awards - orchestrating the iconic film score in a sold-out spectacle, complete with epic visuals by Hello Charlie.
2024
Joy Awards 2024
Marco Mengoni: Marco Negli Stadi
