Problem:
Childhood cancer is a subject that goes undiscussed. Adults and Children are unaware of the symptoms, where learning the early signs is vital to prevention.

Insight:
Cartoons & Nursery Rhymes are an age-old tool to teach children in a simple way about life & morals. What if we could use this as a tool, to tackle the taboo subject of childhood cancer?

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

Solution:
Animated nursery rhymes rewritten to raise awareness among parents and kids, to learn & detect the early signs of childhood cancer. 

Highlighting the symptoms in a friendly and non-threatening way to take away the fear and soften the overwhelming subject.   

We used this friendly tool to open a dialogue between families because Early Detection is the best Cure.

Contribution to the project:
Concepting/Ideation, Art Direction, Copy (rhymes only).

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 hype-beasts). 

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, by hijacking famous Songs ft Cadillac and inserting our musical ads naturally and seamlessly, whenever Cadillac was mentioned.

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

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

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

Insight:
A headache usually brings out the worst in you. It’s almost like you become another person...a monster.  

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

When you have a headache, you do things, the normal you, wouldn't even consider. You become a completely different creature. So, you have two options. Let the monster take control of you. Or get rid of it with Doliprane.

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

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

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

Insight:
Most expats who come and go use the second-hand market to buy and sell stuff. They sell everything there, from shoes to furniture to electronics. We used their love for man's best friend, to shock them about the problem.

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

Solution:
We placed ADs for second-hand dogs on Dubizzle, the largest second-hand platform in Dubai. We advertised dogs like products and turned their heartbreaking stories into product descriptions. We ended each ad with our message: Dogs are not second-hand objects. They are invaluable companions.

The Result:
This led to 24 dogs being adopted after being labelled as second-hand objects. That inspired influencers to volunteer and post stories trying to get more dogs adopted. With their help, 219 dogs were adopted in the past year. 

The dogs became a national story published in 15 media outlets, including 2 out of the 3 national daily publications. Over $500k earned media. The issue then caught the attention of the government, who have now made it illegal to abandon your pets in the UAE.

Contribution to the project:
Concepting/Ideation, Art Direction.

Problem:
Dandruff causes you to have an itchy scalp. It’s a nuisance that can affect the best of us.

Insight:
If anyone can get dandruff, then surly even our favourite pop cultural heroes can. If so, what would happen they were infected with dandruff? 

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

Solution:
Dandruff makes your head itchy. When your head itches, you scratch your head. When you scratch your head, you look like you’re thinking. When you look like you’re thinking even when you don’t really have to think, you look stupid. So, dandruff makes you look stupid.

(ADSTARS SILVER WINNER)
(Dubai Lynx BRONZE WINNER)

Contribution to the project:
Art Direction.

Design Brief:
How do you make a luxury car brand, fit in and feel relevant, at a street fashion, sneaker head, hypebeast event?

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

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

Solution:
The designs were placed around SOLE DxB, the biggest independent community-driven hypebeast event, that celebrates contemporary culture in the Middle East. 

We designed our artwork so that it could be flexible and adapted to fit within the architectural space and theme of the event.

Contribution to the project:
Art Direction, Design.

For over half a decade, I was the creative lead for Cadillac in the M.E.N.A region.

My role was to build the brand in the Middle East, working on regional campaigns and Cadillac’s internal projects.

I was given the responsibility to direct and work on all creative and ideation.
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 overseeing all work, Concepting/Ideation, Art Direction, Design.

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

Brief:
Desperados set the challenge: to invent an interactive activation that brings wild experimentation, to incite positive change.

Problem:
Infamous daily power cuts, meaning no lights, no music, no party. 

Lebanese millennial love to party! Yet there is an ongoing problem ruining their nights out. The infamous power cuts of Lebanon. 

Insight:
A combined group of people dancing and moving, can generate enough energy to power a room. 

Using a M2E chip, 30min of movement can collect 3 hours of energy.

IDEA IN A SENTENCE:
PARTY POWER, using people's natural desire to party, to keep the electricity running when the power cuts, so the fun never ends. 

Solution:
By creating special Desperados bottles that generate kinetic energy when people dance or move with a bottle in their hands. 

Bottles will then be collected and placed in generators to keep the power going. 

Focusing on a local problem: daily power cuts in Lebanon. I came up with a campaign idea that uses people’s natural desire to party to keep the electricity running, and put an end to Lebanon's daily power cuts, ruining the fun. A solution to the issue, in turn, inciting a positive change. 

(D&AD NEW BLOOD PENCIL WINNER)

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

Problem:
HSBC M.E.N.A Employee Wellbeing Audit, showed low morale and dissatisfaction amongst their employees, across regional offices and banks. 

Brief:
We were tasked to come up with an idea to help boost employee morale.

Insight:
We realised, an one off creative idea to boost morale for the day, wasn’t going to be enough. If HSBC really wanted to make a difference for their employee’s, they’d have to completely change things from within. 

OUR IDEA :
HSBC SMILE, We launched a playful and light-hearted initiative, that improved employee satisfaction, by making our initiative a part of HSBC M.E.N.A’s everyday business practices.

Solution:
Together with HSBC, we reimagined traditional banking communications and came up with new processes. Changing the internal culture within HSBC, across the Middle East and Africa (M.E.N.A). 

A new division was created at HSBC (SMILE TEAM), that worked closely with our agencies strategy and creative teams, to bring the initiative alive. 

Our initiative helped to create a company culture across all banks and regional offices, that aims to promote positivity, offer guidance and help, and bring joy to their employees. 

My role on the SMILE team involved:

Establishing and directing the branding guidelines (visual+TOV).

Ideate the creation for the mascot to be the face of “SMILE”.

Responsible for the creation of the personalised monthly comics, informing employees of how SMILE was being implemented at HSBC. (Worked on and led creative team).  

Ideate activations and processes to help initiate the change that would be adopted within HSBC's work culture. 

Work on all creative briefs and oversee internal visual communication and design for SMILE. 

Contribution to the project:
Creative Lead overseeing creative, Concepting/Ideation, Art Direction, Branding Direction, Design. 

Brief:
Design and create an activation that explores the theme of Sexuality.

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

Insight:
People tend to be more open and honest, when they know their identity is anonymous. What if we used this behaviour, to help get people to open up and express their sexuality. 

IDEA IN A SENTENCE:
PUBLIC DISPLAYS OF KINKY, whatever you're into behind the scenes, it’s beautiful. So don’t hide your sexuality.

Solution:
Using the romantic notion of the Japanese silhouette, I created a screen whereby only when people expressed their affections, did it expose silhouettes of them, capturing their beautiful moment of intimacy.

(EXHIBITED VALENTINES 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. A playful installation that disguises people, so they can openly get kinky. 

This allows them to freely express their desires, get people talking, and most importantly-challenge the attitudes about how we as society perceive sexuality.

In this project, I wanted the audience to look in and see that no matter their sexuality, it's beautiful. I wanted them to open up, have fun with my piece, and have no fear expressing whom they are, to begin challenging people’s perceptions on sexuality.

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

Problem:
No one wanted to climb 3 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 strategically placed
on the second and third floors,
to tempt people to climb up stairs to play with them. 

Solution:
Create a fun, engaging experience, that make’s people want to climb 3 flights of stairs.

By firing smoke cannons at passers-by below to get their attention. Enticing people to get in touch with their inner child, have fun, climb up, and play!

A simple solution, to make people climb up stairs.

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