“Rihla” (Journey) is not another ad. It's a unique film of 3 pilgrims - Haider, Alice and Abba coming for their first Umrah (pilgrimage) to Mecca in Saudi Arabia. It shows us their parallel journeys, and their cumulative 99 intimate moments. Just as there are 99 attributes of God and 99 is considered a number that Muslims associate with key prayers that they count using the beads, this is a story of 99 moments. 99 moments of contact across the journey from homes to Makkah to the rituals of pilgrimage. Between our 3 protagonists and objects on that journey. Between our 3 protagonists and other travellers and people they encounter on that journey. Between our 3 protagonists and key parts of the ritual on that journey. Until the end, when their stories converge, in one destination, in Mecca around the Holy Ka’aba.