The work.

Challenge

A full catalogue that felt like a campaign. No freight, no locations.

Idea

Give every piece the landscape that explains it.

Craft

A bed in a canyon, a chair on a dune, a bench in snow. Then the same pieces back in interiors.

Outcome

Catalogue and campaign from one set of images.

Challenge

Four campaign stills. No film budget. A hero film needed for launch week.

Idea

The stills become the cast, wardrobe and location.

Craft

A human creative director wrote the shot list and chose every cut. Product exact.

Outcome

A hero film for launch week, no reshoot.

Challenge

Short social films for back to school: kids, a school, a CG chicken, food styling and a billboard stunt.

Idea

Lunchbox Heroes. The nugget as the hero of the school day.

Craft

Every film directed shot by shot against the real pack. The director sold the whole story for about a tenth of what a single production day would have cost.

Outcome

Vertical films for social, no shoot day.

Challenge

Launch the ICE Professional range at Supercare and make a pharmacy haircare brand feel like a moment.

Idea

The Real Life GRWM. The bottles leave the bathroom and take over the city.

Craft

A cart that fills itself, a billboard on Sheikh Zayed Road, bottles the size of buildings on the highway, a lift packed with product. Every pack matched to the shelf.

Outcome

Four social films and an OOH story, no shoot day.

Challenge

The Adizero range launching across homepage, email and social, with days to do it and no shoot.

Idea

Speed as a feeling, not a stopwatch.

Craft

One blue for the whole system. Portraits close, product clean, copy short.

Outcome

Homepage, email and social as one kit.

Challenge

Launch the Kuwait national kits with the players themselves, one look from announcement to store window.

Idea

Energy Unlocked. Each player inside a ring of the line itself.

Craft

One light system across every player. Home blue, away gold, keeper aqua.

Outcome

Hero portraits, the trio, and a retail takeover across adidas stores.

Challenge

Launch the Egypt World Cup kit with the squad and the players who wore it before them.

Idea

A red-lit theatre instead of a pitch.

Craft

Squad portraits, a scrapyard for grit, and a legends series with the 1998 shirt beside the 2026 one.

Outcome

A full launch set fans shared before the retailer did.

Challenge

Every federation's kit, a tournament that runs for weeks. Open big, hold, peak at the end.

Idea

Give the tournament its acts. The Countdown Is On. Wear the Legacy. The Last Four.

Craft

Japan under torii gates, Argentina beside a green Falcon, Mexico against a mural. Every crest and sponsor checked.

Outcome

Every kit, one retailer, one typographic system.

Challenge

Every National Day campaign reaches for a flag, a palm, a falcon. Nike wanted the other way.

Idea

The national green lives in the product only. The majlis is the set.

Craft

A day chapter and a night chapter. Indigo for daylight, crimson velvet and raking light for night.

Outcome

Family, kids and solo frames for nike.com and social.

Challenge

A city tee with a graphic that carries the whole idea. Dubai as co-star, not postcard.

Idea

Old Dubai, not new. The graphic on the chest is the hero in every frame.

Craft

A cast from the city. Natural light by day, on-camera flash at night.

Outcome

Day and night frames, every one usable as a product shot.

Brief

DrinkDry sells alcohol-free beer, wine and spirits in the UAE. The category is growing fast, but its advertising still looks like an apology. The job was to make alcohol-free feel like the main event.

Creative direction

Alcohol-Free Time. One loud line, one 0.0% badge and the DrinkDry promise, Celebrate Every Day, in the same places on every frame.

Made for the UAE

Real places and a cast that looks like the country: a toast at the Hatta dam, Peroni 0.0% on the beach with the Burj Al Arab behind, friends in and out of hijab sharing DAYS Pale and Caleño.

Impact

One system for a whole alcohol-free shelf, ready to scale to every new brand DrinkDry adds.

Brief

Make the weekly shop feel premium, for a customer base as mixed as the UAE itself. Supermarket advertising in the region usually shows one family, one look and one table, and most of the people who walk Géant’s aisles never see themselves in it.

Creative direction

Premium Made Daily. Premium is not a price tag. It is fresh produce, dates and the brands you grew up with, on the shelf every day. The line sits on every frame as a cut-out sticker in Géant red.

Inclusive casting

Five women, five backgrounds, five ways to shop: an abaya and sunglasses in the world-food aisle, henna and a bag of produce at The Market, a UAE jersey in a trolley, a street-style crouch in the snack aisle, and a fisheye portrait at the front door. Each one styled the way she actually dresses.

Localization

Shot in the real store with the details kept in frame: Arabic and English signs, U.K., U.S.A. and France aisle markers, a row of world flags, dates beside the mangoes, Nada milk next to global snacks and an Arabic name necklace. It reads as Géant in the UAE and nowhere else.

Impact

A campaign that looks like Géant’s real customers in Géant’s real stores, built to keep going with new faces, new aisles and new seasonal moments under one line.

Brief

Afnan's Supremacy Not Only Intense, 9PM Rebel and Kiaana Vibes needed a full campaign library: films, faces, hero stills and ingredient stories. The only starting point was the product packshot. No studio, no location, no talent booking.

Creative direction

The packshot is the master. Every frame was built around the real bottle, and every cap, crest and label was checked against it before anything left the studio. Two fragrances, two moods: Supremacy is authority, 9PM Rebel is the hour after dark.

Casting

Supremacy is a mature, bearded lead in a dark suit, with a steady gaze and the bottle held like a signature. 9PM Rebel is younger: wet hair, an open shirt, night light and colour falling across the skin.

The premium feel

Low, directional light and deep shadow. Black marble, saffron threads, lavender, amber honey and wood shavings, so the notes are seen before they are smelled. Real skin texture, the bottle always sharp and readable.

Impact

A complete premium library of films and key visuals for three fragrances, delivered from packshots alone and ready for social, e-commerce and retail, without the cost and lead time of a shoot.

Brief

Self-initiated. Six Maybelline products, six women, one look: what a full beauty campaign set looks like when it is built, not booked.

Idea

Catch the second after the application. A laugh into a scooter mirror, a liner half peeled, a lash mid-stroke. The product is in hand and readable in every frame.

Casting and set

Each woman cast for a personality the product backs, with real skin kept: freckles, texture, natural shine. One colour story per frame, hard flash and film grain. Every pack checked against the real product with Jaguar Eye™.

Outcome

Six key visuals for social, e-commerce and out-of-home. Spec work, not commissioned by Maybelline.

Challenge

A regional retailer carrying every global brand, with a visual language that looked like none of them and could have been anywhere.

Idea

Make the local logic visible. Train around the heat: cool light before sunrise, warm light at sunset, daylight for everyday life.

Craft

Low, close footwear. Apparel in motion. A light-trail motion system, Poppins headlines and one yellow button carried through banners, paid, sale and Arabic.

Outcome

A full creative direction, from photography rules to every banner, sale and paid placement.

Challenge

A feed full of flat product posts and sale banners, with nothing that made people stop scrolling.

Idea

Every post is a short film. Kits become characters, cities become stages, and the product is always the hero.

Craft

Vertical films built for the first second: a hook, a reveal and a clean end card with one call to action. One grade and one type system across the series.

Outcome

A World Cup series, kit launches and affiliate films, ready for Reels, Stories and paid social.

Challenge

A loyalty app that worked, earned, and looked like every other points programme.

Idea

Make the reward visible. Cashback becomes glass.

Craft

Mint and violet worlds, glass objects with real refraction, everyday casts with the app in hand.

Outcome

Key visuals, 3D icon library, retail, OOH and in-app.