IDEA: A team of world-class scientists will grow potatoes under Martian conditions in a bid to save millions of lives.
The experiment, led by the International Potato Center (CIP) and NASA, is a major step towards building a controlled dome on Mars capable of farming the invaluable crop in order to demonstrate that potatoes can be grown in the most inhospitable environments.
The goal is to raise awareness of the incredible resilience of potatoes, and fund further research and farming in devastated areas across the globe where malnutrition and poverty are rife and climbing.
So far it has reached over 5 Billion media impressions and is now headed to grow these spuds in Bangladesh.
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MY ROLE: Creative / Art Direction / Web Design
Dubai Lynx 2018 - Innovation / Creative Innovation / Throphy
Dubai Lynx 2018 - PR / Brand Voice & Strategic Storytelling / Gold
Dubai Lynx 2018 - PR / Use of Digital in a PR Campaign / Gold
Cannes Lions 2017 - Health / Health & Wellness / Gold
Cannes Lions 2017 - Innovation / Applied Innovation / Silver
Cannes Lions 2017 - PR / Use of Technology / Silver
Cannes Lions 2017 - 4 Shortlists (Health & Wellness, Media, Promo & Activation)
D&AD Impact - Graphite Pencil / Responsible Production & Consumption / 2017
IDEA: Kids will believe anything if it’s wrapped up in a nice story, so using a colorful illustrated storybook and a breakthrough interactive mobile app, we convinced them that they had a fish living in their tummy, which they needed to care for by drinking water every day to keep it happy and healthy.
MY ROLE: Creative / Art Direction / UX/UI / Storytelling
Lovie Awards 2016 - Mobile Applications - Health & Fitness - Gold
Dubai Lynx 2017 - Branded Content & Entertainment - Use of Digital & Social - Grand Prix
Dubai Lynx 2017 - Direct - Charities, Public Health & Safety, Public Awareness Messages - Silver
Dubai Lynx 2017 - Integrated - Branded Games - Bronze
Dubai Lynx 2017 - Integrated - Craft Storytelling - Bronze
One Show 2017 - UX/UI - Mobile / User Experience - Silver Pencil, Merit
One Show 2017 - Branded Entertainment - Mobile / Mobile - Merit
Effies MENA 2017 - Youth Marketing Children - Gold
Effies MENA 2017 - Entertainment & Sports - Gold
Dubai Lynx 2018 - Healthcare - Health & Wellness Tech - Silver
what3words provides a precise and incredibly simple way to talk about location. The app has divided the world into a grid of 3m x 3m squares and assigned each one a unique 3 word address.
what3words wanted to do a launch film in Saudi Arabia but it had to really understand the country and it's target audience to really make them want to download and use the app. So how did we approach that?
IDEA: Saudi’s directions are shocking so let’s encourage them to cut to the chase and get to the point in just 3 words. No more long, misleading directions all it takes is 3 words.
To bring LONG STORY SHORT to life in our brand launch film we focused on what the target audience would appeal to by working with a local influencer, also a film director, who knows the exact approach to play with which is showing the frustration of getting lost in the city through Saudi humour.
MY ROLE: Creative / Concept / Art Direction
Babyshop is the leading baby and child store in the Middle East and in 2017 they wanted a complete new brand philosophy and with it a new look and feel.
THE NEW PHILOSOPHY: It's all about your style as the parent. YOUR style is letting your kids live, thrive and express themselves. You give them the roots to stay grounded and the wings to soar. Any way you parent, that's fine... it's your style.
For the full year of 2017 not only did we launch the new re-branding of Babyshop but lead the fashion campaign and collection shots for each season.
MY ROLE: Creative / Head of Art / Art Direction / Design
Yas Island is located in Abu Dhabi, UAE and is the leading leisure, corporate and entertainment destination welcoming millions of visitors every year.
This year Yas Island wanted an online campaign to show the world that it's not only a destination but it's a destination like no other, everything you need 9 minutes away from each other, on an island like no other.
We took that and told the world; Yas Island's approach of an 'island' is not your typical sit by the beach and drink cocktails (which you can do) but it's way more than that, 'Our Kind of Island' is...
MY ROLE: Creative / Concept / Art Direction / Copywriting
CHALLENGE: Showcase IBM's hiring practices in Africa & the Middle East that gave equal opportunity to all employees.
SOLUTION: Being standard doesn't always mean being right. IBM has always believed in recognizing talent without discrimination and to convey that we created a series of mailers to our employees which were not standard, but conveyed the same message.
RESULT: When beginning from a base of almost zero, it's difficult to measure results based on awareness along. But with this campaign IBM has committed to employing more people with disabilities by creating a shift in PR strategy. Step one is to announce that shift to all IBM's employees and especially HR staff. That is what this campaign has achieved.
MY ROLE: Creative / Art Direction / Design
Saudi has a culture that has a low tolerance to bullshit - in fact they already make fun of it. So... Sprite wants to be the 1st brand that stands for being real.
How can we get Saudi's to be real and buy Sprite?
We introduce a new formula that contains: MIN JID!
Sarcasm - MIN JID? An expressive statement used when experiencing something weird or unbelievable. Just as an English speaker would say "seriously?" Ex. Grown macho man making a duck face... Min Jid? Seriously?
Confirmation - MIN JID! An expressive statement used for confirming truth and realism. Just as an English speaker would say "It's real!" Ex. Min Jid Lamoon/It's real Lemon
When we launch this brand we want people to question what the new ingredient is and what is Min Jid? So we brought this attitude to life through the cans. Taking true insights from the young Saudi adults and reflecting real situations on the can designs.
MIN JID Sprite - It's Real Sprite
MY ROLE: Creative / Art Direction / Design / Illustration
This was a proactive idea for Volkswagen's yearly 'Talk of Town' briefs for awards.
BRIEF: In 2015 over 30 million AED worth of fake cars were seized in the UAE. VW needed to raise awareness about the dangers of these fake parts as well as try to get some existing fake parts, off Dubai's roads.
HOW: By taking fake parts and melting those parts into fake human parts - the kind that changes lives for the better.
Fake parts that take lives become fake parts that save lives.
MY ROLE: Creative / Art Direction
INSIGHT: Doctors hate herpes patients because they are a handful; they complain a lot and keep coming back. It's a pain for them as much as it is for the patients.
EXECUTION: In this campaign we use humor to get doctors' attention. We remind them just how they end up suffering from the same symptoms as their herpes patients: it itches, it makes them red, it causes headaches and keeps the awake at night. And the fastest, most efficient way to end everyone's pain is to use Valtrex.
My role: Art Direction / Design
In 2016 an art director and a copywriter who never worked together before joined forces and head out to compete in the regional young talent award called the Young Lynx under the Integrated category and they won GOLD! So they were like "we work great together!" and entered the Young Lions competition in the region under they Cyber category and they won... GOLD! When they found out that they will be the team to represent the UAE they decided to tell their story online in a quirky way. They even shared their glory at Cannes with tacky vacation post cards for everybody to see and this is what they did www.nazandtiago.com
This was the idea my teammate and I came up with for the Young Lions 2016 Cyber Category Competition. We won gold. :)
INSIGHT: By 2050, fisherman will be bringing home more plastic bottles than fish. The best way to people's hearts is their stomach. To generate interest towards the cause, Goumbook will shift the focus from being an 'environmental' problem to becoming a 'foodie' problem.
IDEA: We will create a cookbook endorsed by a celebrity chef - Anthony Bourdain - with a tweak: Fish recipes, where fish has been replaced by plastic (a way to portray a very negative scenario of what might happen in the future) "From plastic waste to delicious dishes" by Anthony Bourdain, will be the central piece of our social media strategy that will shock our audience with a sad but realistic truth.
HOW DOES IT WORK: The cookbook will be sent to local foodies along with a handwritten letter from Anthony Bourdain himself, explaining the campaign and inviting them to embrace and support the cause. The main ingredent of this book is its content - recipies where fish has been replaced by plastic - that key influencers can use to promote the book with their fan base on Facebook and Instagram. Once the public starts criticizing the book and the outrageous idea of cooking with plastic, we will share a YouTube video and spread on social media with the help of key influencers, where Anthony Bourdain explains how to cook the most delicious plastic dish. At the end of the video, we reveal that our campaign was nothing but a stunt to raise awareness of a good cause with our message: By 2050, fisherman will be bringing home more plastic bottles that fish. If you own a business in the hospitality sector, say no to bottled water. Filter and bottle your own plastic. Drop It or Eat It.
This was the idea my teammate and I came up with for the Young Lynx 2016 Integrated Category Competition. We won gold. :)
A campaign, where abused women could report their cases without the need to talk, call, e-mail or download.
An abused woman is someone that lost her confidence and pride. To speak up takes a tremendous amount of bravery, a bravery that she believes she has lost. She’s going through hell and we want to make ‘speaking up’ heavenly easy. Maybe we should stop asking her to talk about her trauma. Maybe it’s time for us to harness the power of her silence.