Problem:
Childhood cancer is rarely discussed. Adults and children are often unaware of the symptoms, yet recognising the early signs is crucial for prevention.

Insight:
Cartoons and nursery rhymes have long been used to teach children about life and morals in a simple, engaging way. What if we could use them to address the taboo subject of childhood cancer?

IDEA IN A SENTENCE:
NURSERY SIGNS – beating childhood cancer, one rhyme at a time.

Solution:
We rewrote and animated nursery rhymes to raise awareness among parents and children, helping them recognise the early signs of childhood cancer.

By highlighting symptoms in a friendly, non-threatening way, we removed fear and softened the overwhelming nature of the subject.

This approachable format encouraged open dialogue within families—because early detection is the best prevention.

Contribution to the project:
Ideation, Art Direction, Copy (rhymes only), Project Lead.

Problem:
Cadillac is failing to be relevant in a sea of luxury brands like BMW/Mercedes. 

Target:
Appeal to a new younger consumer who aspires for more - from the hustlers with their Supremes, to young entrepreneurs with their fancy tech - (think hypebeasts). 

Challenge:
How can we own the luxury market in a way that sets us apart from the competitors? 

Insight:
Songs have been referencing Cadillac for generations. Cadillac has always been an aspirational status symbol - the car one desired, the car with the most innovative designs and tech -  the OG hype-beast brand. 

IDEA IN A SENTENCE:
Songs ft. Cadillac, we hijacked famous songs, every time the word Cadillac was mentioned. 

Solution:
We reminded people that the OG hype-beast brand has always been Cadillac, inserting our musical ads naturally and seamlessly, whenever Cadillac was mentioned.

Contribution to the project:
Ideation, Art Direction, Copy (songs only).

Problem:
Dubai is a transient city, where many dogs are abandoned when people leave the country.

Insight:
Most expats in the UAE frequently use second-hand markets to buy and sell everything—from shoes to furniture to electronics.

What if we leveraged this common practice and, combined with their love for dogs, used it to shock them into realising the seriousness of pet abandonment?

IDEA IN A SENTENCE:
We advertised abandoned dogs as unwanted products for sale on second-hand websites, provoking the UAE government to make pet abandonment illegal.

Solution:
We placed ads for second-hand dogs on Dubizzle, the largest second-hand platform in Dubai. We marketed the dogs like products, turning their heartbreaking stories into product descriptions. Each ad ended with the message: "Dogs are not second-hand objects. They are invaluable companions."

The Result:
This campaign led to 24 dogs being adopted after being labelled as second-hand objects. Influencers were inspired to volunteer, posting stories and encouraging others to adopt. With their help, 219 dogs were adopted in the past year.

The dogs’ stories became a national sensation, covered by 15 media outlets, including 2 of the 3 national daily publications. The campaign generated over $500k in earned media.

Contribution to the project:
Ideation, Art Direction.

Design Brief:
How do you make a luxury car brand feel relevant and seamlessly embedded within a street fashion, sneakerhead, hypebeast event?

Insight:
What if, instead of being out of place, we found a way to naturally blend in by showcasing our cars organically within the design theme of the event?

PROJECT IN A SENTENCE:
We designed Japanese street art-inspired posters featuring images of the Cadillac XT4.

Solution:
The designs were placed around SOLE DXB, the largest independent, community-driven hypebeast event, celebrating contemporary culture in the Middle East.

Our artwork was designed to be flexible and adaptable, ensuring it fit seamlessly with the event’s architectural space and theme.

Contribution to the project:
Art Direction, Design.

Problem:
HSBC M.E.N.A’s Employee Wellbeing Audit revealed low morale and dissatisfaction across regional offices.

Brief:
Develop a lasting solution to boost employee morale.

Insight:
A one-off campaign wouldn’t be enough—true change required reshaping HSBC’s internal culture.

IDEA:
We launched HSBC SMILE, a playful, lighthearted initiative embedded into daily business practices.

Solution:
Partnering with HSBC, we reimagined internal communications and processes to drive cultural change.

A dedicated SMILE TEAM was established within HSBC, working alongside our strategy and creative teams to bring the initiative to life. Together, we built a workplace culture centred on positivity, support, and employee well-being across all regional offices and banks.

My role on the SMILE team involved:

Establishing and directing branding guidelines (visual identity + tone of voice).

Ideating and creating the mascot to represent “SMILE.”

Overseeing the creation of personalised monthly comics, keeping employees informed on how SMILE was being implemented at HSBC.

Developing activations and processes to initiate cultural change that would be adopted within HSBC’s work practices.

Leading the creative direction for all briefs and overseeing internal visual communications and design for SMILE.

Contribution to the project:
Creative Lead, Ideation, Art Direction, Branding Direction, Design.

For over half a decade, I served as the Creative Lead for Cadillac M.E.N.A.

My role involved building the Cadillac brand in the Middle East, working on regional campaigns and internal projects.

I was responsible for directing and overseeing all creative, and I also created and established the visual communication guidelines for the region.

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CREATIVE SHOWCASED ON THIS PAGE:

1. Regional Launch (XT Range):
Unleash the XT-Factor.

2. Influencer Collaboration:
Slorks Tech Unboxing.

3. Social Content films:
Feature Highlights.

4. Event Activation:
Villa Escalade. 

5. Escalade Sport Launch:
Night Hustlers.

6. Ramadan Campaign:
Honour the Heritage. 

7. Feature Highlights Activation:
Cadillac Mini-Golf.

8. Social Content:
Collection of Cadillac Social projects. 

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Contribution to the work:
Creative Lead, Ideation, Art Direction, Design.

THIS PAGE IS DEDICATED TO A COLLECTION OF THE CAMPAIGNS AND CREATIVE I’VE WORKED ON OVER THE YEARS.

Pitch Brief:
Find a fun way to demonstrate the effectiveness of Doliprane (Novaldol)—"one pill is all you need to get rid of a headache."

Insight:
A headache often brings out the worst in you, transforming you into a completely different person… almost like a monster.

IDEA IN A SENTENCE:
Don’t let your headache turn you into a monster—end monstrous headaches with just one pill, Doliprane.

When you have a headache, you do things that the “normal you” wouldn’t even consider. It’s like becoming a completely different creature. So, you have two options: Let the monster take control or get rid of it with Doliprane.

We created a TVC, social content, and print communications to drive this message and encourage people to rid themselves of monstrous headaches with Doliprane.

Contribution to the project:
Won the pitch, Ideation, Art Direction, Design, Copy (Poster only).

Brief:
Desperados challenged us to create an interactive activation that brings wild experimentation to incite positive change.

Problem:
Lebanon’s infamous daily power cuts mean no lights, no music, no party.

Insight:
A crowd dancing and moving together can generate enough energy to power a room. Using an M2E chip, 30 minutes of movement can collect 3 hours of energy.

Idea in a sentence:
PARTY POWER – harnessing people’s love for partying to generate electricity and keep the fun going when the power cuts.

Solution:
Specially designed Desperados bottles that generate kinetic energy when people dance or move with a bottle in hand. These bottles are then collected and placed in generators to keep the power running.

By turning Lebanon’s passion for partying into a solution, this campaign not only keeps the lights on but also sparks positive change.

(D&AD New Blood Pencil Winner)

Contribution to the project:
Ideation, Art Direction, Design, Animation, Copy.

Problem:
Dandruff causes an itchy scalp—
it’s an annoying problem that affects even the best of us.

Insight:
If anyone can get dandruff, surely even our favourite pop culture heroes can too. But what would happen if they were affected?

IDEA IN A SENTENCE:
Scratching off dandruff can make even the smartest people look stupid.

Solution:
Dandruff makes your head itchy. When your head itches, you scratch it. When you scratch your head, you look like you’re deep in thought. But when you look like you’re thinking—even when you don’t need to—you look a bit foolish. So, dandruff doesn’t just itch; it makes you look stupid.

(ADSTARS SILVER WINNER)
(Dubai Lynx BRONZE WINNER)

Contribution to the project:
Art Direction.

Brief:
Design and create an activation exploring the theme of sexuality.

Problem:
People don’t always feel comfortable or free to express their sexuality in public.

Insight:
People are often more open and honest when their identity remains anonymous. What if we used this behaviour to encourage people to express their sexuality freely?

IDEA IN A SENTENCE:
Public Displays of Kinky – Whatever you're into behind the “screens”, it’s beautiful. So don’t hide your sexuality.

Solution:
Inspired by the romantic notion of the Japanese silhouette, I designed an interactive screen that revealed the silhouettes of people only when they expressed their affections—capturing their moments of intimacy in a striking yet playful way.

(Exhibited on Valentine’s Day 2015)
Commissioned by the Science Museum for their ‘Lates’ event.

The Project:
Gay, straight, bi, LGBTQ+—it doesn’t matter. It’s all beautiful. This playful installation allowed people to disguise their identities so they could express themselves without fear or judgement.

By providing a safe space for people to openly embrace their desires, the installation sparked conversations and challenged societal attitudes towards sexuality.

I wanted the audience to look in and realise that no matter their sexuality, it’s beautiful. I wanted them to engage with the piece, have fun, and feel empowered to express who they truly are—helping to break down barriers and change perceptions.

Contribution to the work:
Ideation, Art Direction, Design, Creative Technologist.

Contribution to the project:
Ideation, Art Direction, Design, Animation, Copy.

Problem:
No one wanted to climb three flights of stairs to visit an exhibition.

Insight:
If you want people to do something, give them a fun incentive.

PROJECT IN A SENTENCE:
SMOKEY INVITATION TO CLIMB
Smoke guns were strategically placed on the second and third floors, tempting people to climb the stairs to play with them.

Solution:
Create a fun, engaging experience that makes people want to climb. By firing smoke cannons at passers-by below, we grabbed their attention—enticing them to embrace their inner child, have fun, climb up, and play!

A simple yet effective way to encourage people to take the stairs.

Contribution to the work:
Ideation, Art Direction, Design, Building/Crafting Activation.