Cadillac is failing to be relevant in a sea of luxury brands like BMW/Mercedes.
How can we own the luxury market in a way that sets us apart from the competitors?
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)
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: Songs ft Cadillac
We reminded people that the OG hype-beast brand has always been Cadillac, by highjacking famous Songs ft Cadillac and inserting our musical ads naturally and seamlessly, when ever Cadillac was mentioned in.
Check out the official website:
Dubai is is a transient city, where many dogs get abandoned when people leave the country.
Most expats who come and go use the second-hand market to buy and sell stuff. They sell everything there from furniture to electronics. We used their love for man's best friend to shock them about the problem.
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.
This led to 24 dogs being adopted after being labeled 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.
(D&AD NEW BLOOD PENCIL WINNER)
Desperados set the challenge: to invent an interactive activation that brings wild experimentation to music, inciting positive change.
Focusing on a local problem: daily power cuts in Lebanon. I came up with a campaign idea that uses peoples natural desire to party as a solution to the issue, in turn, inciting a positive change.
K9 shelter approached us with a simple task: help raise awareness of their dogs and find them a new home. To do this we created the worlds first ever dog shelter talent agency. We gave the dogs a makeover and created profiles for them to be auditioned for various projects throughout Dubai.
The result? Our dogs were used in AD campaigns, the media helped promote our initiative, which most importantly led to all the featured dogs finding new homes.
(Dubai Lynx BRONZE WINNER)
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.
Head & Shoulders M.E.N.A challenged us to break a way from their conventional communication style, and show the problem of having Dandruff, in a light that catches the attention of millennials.
How do you tempt people to climb 3 floors to discover a hidden exhibition space?
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!
Commissioned by the Science Museum for their 'Lates' event, I was asked to create a fun, interactive installation that explored the themes of sexuality.
Gay, straight, or lesbian, 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.
(EXHIBITED VALENTINES DAY 14-02-2015)
Skype wanted to find a way for its technology to be used in classrooms to engage and educate kids.
Presenting, 'Classroom of Discovery'. Transporting the classroom through a portal to reveal a whole new world. Using a live feed and 4D projection, we partnered with an explorer who streamed his journey straight to the classroom. Kids were then completely immersed in different environments, where they could engage with the explorer and ask questions to learn about the world outside of their school.
D&AD and Amnesty International came together and set the challenge: how can we connect with the 'always on' generation to make a positive change?
Introducing 'Miles for Home', an idea that enables Millennials to help migrant workers in Dubai fly home, by simply donating their unused air miles. Focusing on the insight of migrant workers who are unable to afford a plane ticket home, I created a campaign to solve this problem.
Child-related vehicle fatalities are a major concern in the U.A.E, where simply wearing a seat belt could save a life. We asked ourselves: how can we make buckling up a habit for kids?
Introducing 'Safe Together', seat belt characters that are safer, together. An idea that uses the insight of two things that go better together, a simple mechanism to help educate children to link the action of buckling up, so their seat belt friends can be "Safe Together".
A showreel of the films and animations that I have directed or created.