The collaboration between Holmes and AlUla Film was announced during the ongoing Cannes Film Festival. 

AlUla Film, a Saudi Arabian film agency, is part of the AlUla Creates initiative set up to "nurture future generations of Saudi Arabian talent in the field of films, arts and fashion," according to the promotional material.

A scouting campaign from AlUla will identify three female Saudi filmmakers working on a short film concept, to benefit from Holmes' mentorship.

The initiative is one of the many steps that Saudi Arabia is taking to develop homegrown talent, while also supporting the AlUla region.

The AlUla region, part of the Hijaz area of Saudi Arabia and on the ancient caravan routes from Mecca and Medina and up through what is now Jordan to the Mediterranean Sea, is an area of rocky desert interspersed with oases fed from run-off and underground aquifers.

The area became a strong cultural spot for many activities taking place in Saudi Arabia. Among the highlight of AlUla's cultural life is a Maraya hall, the award-winning largest mirrored building ever constructed, which features concerts by big names from the Arab region and the international scene.