“Tell the truth, but make the truth fascinating. You know you can’t bore people into buying your product, you can only interest them into buying it”
— David Ogilvy
Wait impatiently.
Imagine this: Alexander McQueen – a name that speaks volumes in the world of fashion. I've cooked up this campaign that's not just a personal favorite but a glimpse into my creative mind. And who knows? Maybe one day…
Personal project: Wait impatiently // Alexander McQueen
Concept - Copy - Art Direction - Midjourney AI
Disclaimer: These are personal projects and not associated with any mentioned brands. All rights belong to respective owners.
Imagination included.
This impromptu stroke of inspiration struck me while experimenting with Midjourney. The mind-blowing details and resolution sparked the concept for Samsung's latest smart TVs. Built-in 8K, Imagination Included.
Personal project: Imagination unlimited // Samsung
Concept - Copy - Art Direction - Midjourney AI
Disclaimer: These are personal projects and not associated with any mentioned brands. All rights belong to respective owners.
Eyes on tomorrow.
In awe of RETROSUPERFUTURE and its cutting-edge collection defining contemporary eyewear. Founded in 2007 by Daniel Beckerman in Italy, this bold brand is synonymous with vibrant acetate sunglasses. Here's a little something for the future.
Personal project: Eyes on tomorrow // Retrosuperfuture
Concept - Copy - Art Direction - Midjourney AI
Disclaimer: These are personal projects and not associated with any mentioned brands. All rights belong to respective owners.
Walk in my shows.
In love with Sam Edelman kicks! They flawlessly blend style and comfort, letting you strut and chat with attitude while chilling in your comfort zone. This campaign? Pure love for edgy ads, fashion, and always making a statement.
Personal project:s: Walk in my shoes // Sam Edelman
Concept - Copy - Art Direction - Midjourney AI
Disclaimer: These are personal projects and not associated with any mentioned brands. All rights belong to respective owners.
If I were Diesel.
Boldness, Courage, Style: Why Diesel? If I were to champion an international brand, Diesel's unapologetic spirit would be my muse. Introducing 'Unapologetic’.
Personal project: If I were Deseil
Concept - Copy - Art Direction - Midjourney AI
Disclaimer: These are personal projects and not associated with any mentioned brands. All rights belong to respective owners.
Abu Dhabi Retail Project.
Abu Dhabi aims to outshine Dubai in retail but faces a challenge in retaining shoppers. The challenge was to create an irresistible retail paradise, urging both locals and visitors to choose Abu Dhabi over Dubai. The concept challenges the notion that "you can't have it all," boldly asserting that in Abu Dhabi, you not only can but should. From luxury to local treasures, our diverse retail scene guarantees an unparalleled shopping experience. I was thrilled to lead the creative direction and craft the ads using Midjourney AI, I brought the entire 360 campaign to life, from strategy and concept to copy and visuals.
The second creative approach draws inspiration from the insight that choosing to shop in Abu Dhabi can be a time-saving decision, recognizing time as our most valuable asset.
Route 1 // Have it all: Campaign concept & development - Narrative - Film - Script - Copy Lead / English - Art Direction
Route 2 // Time is Precious: Campaign concept & development - Narrative - Script - VO - Copy Lead / English
Agency / Impact BBDO
Every dream finds a home.
An absolute favorite project of mine! The brief sparked instant inspiration—imagining and injecting emotion into a heartwarming home finance campaign. Picture a little girl penning a letter to her future home, breathing life into her dreams. The idea flowed effortlessly, giving birth to "Every Dream Finds a Home." It's where innocence meets the magic of making dreams come true in the world of home finance and we see the entire campaign through the
little girl’s eyes - our hero.
Campaign concept & development - Narrative - Film - Script - Copy Lead / English
Agency / Impact BBDO
Bin Hendi // Imagine
During my ad years in Dubai, I spearheaded a client pitch that laid the groundwork for an innovative campaign. Yet, driven by a desire to push creative boundaries, I sought to revamp the entire concept. Inspired by my new midjourney AI skills, the vision for the mall evolved into a space that transcends conventional norms. This reimagined setting breathes life into luxury and glamour, creating a surreal and otherworldly experience that captivates through the power of imagination. /Imagine the unimaginable.
Campaign concept & development - Art Direction - Midjourney - Copy Lead
Cafu // TalentJack
Recently, we kicked off a recruitment drive, targeting Software engineers, UX designers, and product designers. Leading this charge for the rebellious CAFU brand, known for challenging the norm, I embraced a tone that's disruptive, young, and offbeat. Approaching the brief with a millennial mindset, we know they're inspired, independent, tech-savvy, and value big ideas over corporate traditions. Their workplace is anywhere creativity strikes, not just the traditional office. So, my talent acquisition concept had to match—disruptive, fresh, and creatively bold.
Picture this: reaching our talent during their creative hours, whether sipping coffee or indulging in a late-night office pizza. the aim? To show them it's worth leaving their current gig to join us. The concept is simple yet rebellious; we're hijacking their attention with secret messages in the brands they love most. Join us, and let's challenge the status quo together.
Direction 1 (approved route): Talent Hijack
Direction 2: Back to the future
Campaign concept & development - Creative Lead - Copy Lead - Art Direction
Agency / Impact BBDO
Yas Mall // Happy 50th
Task: Make Yass Mall the go-to spot for UAE National Day. We're not just offering Spend & Win deals but also exciting entertainment activities (some surprises in store).
The twist? Every hour's 50th minute is your chance to win big. It's a celebration that's not just fun but proudly patriotic. Spend & Win. Entertainment. Every 50th minute, a chance to shine!
Campaign concept & development - Creative Lead - Copy Lead / English - Art Direction
Agency / Impact BBDO
Yas Mall // About time
Yas Mall, Yas Island's crown jewel, is a one-stop haven for shopping, dining, and entertainment. Tasked with a Black Friday campaign, I led my team in crafting a dynamic, visually arresting social collage. Bursting with vibrant colors, rich textures, and captivating moments, the campaign aimed to encapsulate the fabulous Black Friday experience at Yas Mall in a single, striking snapshot.
Campaign concept & development - Creative Lead - Copy Lead / English - Art Direction
Agency / Impact BBDO
RTA Black Point System
Scored a major win as the creative director in a dream team of 3 freelancers, clinching the RTA Black Point system in a fierce pitch against big agencies. Five days of relentless hustle—researching, brainstorming, conceptualizing, writing, executing, and presenting in a high-stakes competition. It's a career highlight that reinforced my belief: hard work and passion pay off! RTA tasked us with announcing the Traffic Points system, focusing on educating the public about traffic behaviors and penalties. To spice it up, I took a playful approach, targeting the youth demographic. No authoritative tones—just a clever twist, labeling reckless drivers as "dummies." No shock value, no gore—just turning a dull topic into an entertaining reminder that road safety is the smart choice.
Freelance - Campaign concept & development - Creative Lead - Copy Lead - Art Direction
Applebee’s // Forbidden fruit
In 2007, Applebee’s threw down the gauntlet, inviting agencies to pitch fresh ideas for an integrated campaign in Dubai. As the world's largest casual dining chain, Applebee’s boasts a friendly, neighborhood vibe worldwide. I relished diving into this campaign, fueled by a copy-driven concept that started simple and blossomed into a cheeky array of flirtatious, tongue-in-cheek headlines. Inspired by the infamous apple in the Adam and Eve tale, our aim was to spark an interactive dialogue that exuded an irresistible vibe. We played, we teased, we wrote—culminating in a campaign challenging audiences to rethink casual dining at Applebee’s. Although the client hesitated due to its boldness, it remains one of my proudest projects.
Concept Development - Copywriting - Art Direction
Agency - Horizon FCB
Burger King // No secrets
Burger King sparked a revolution with a bold idea for the 2021 D&AD New Blood awards: prove that real food tastes better. Their commitment? No colors, flavors, or preservatives from artificial sources. To communicate this change, I championed the "No Secrets" concept, positioning Burger King as the real friend that spills no secrets, only real ingredients.
Targeting tech-savvy 18-34-year-olds globally, skeptical of fast food's 'fake' world, I devised a playful UGC social media campaign. Phase 1 invited them to spill the tea with quirky questions, turning #nosecrets into a buzzworthy phenomenon. Users engaged, shared, and voted for the funniest answers, winning meal offers and even getting featured on print ads and billboards (Phase 2). An incentive-driven approach that builds a bond based on humor, relevance, and trust. Now that's connecting! #nosecrets
Campaign concept & development - Creative Lead - Copy Lead - Art Direction