For over half a decade, I was the lead creative (Art Direction + Design) 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 was also tasked to establish the visual communication guidelines for the region.
THIS PAGE IS DEDICATED TO A COLLECTION OF THE CAMPAIGNS AND CREATIVE I’VE WORKED ON OVER THE YEARS.
IDEA IN A SENTENCE:
Don’t let your headache turn you into a monster, end all monstrous headaches with one pill, “Doliprane”.
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A headache usually brings out the worst in you. It’s almost like you become another person...a monster.
You do things, the normal you, wouldn't even consider. So, you have two options. Let the monster take control of you. Or get rid of it with Doliprane.
We created a TVC, social content and print communications, to drive our message and get people to rid themselves of monstrous headaches with Doliprane.
IDEA IN A SENTENCE:
Nursery rhymes rewritten to raise awareness about the early signs of childhood cancer.
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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?
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.
IDEA IN A SENTENCE:
We hijacked famous songs, whenever the word Cadillac was mentioned.
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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: Songs ft Cadillac
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.
HSBC SMILE
PROJECT IN A SENTENCE:
We launched a playful and light-hearted initiative that reimagined traditional banking communications and processes, changing HSBC’s internal work culture.
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We helped HSBC to change their internal communications and processes across the Middle East and Africa (M.E.N.A).
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.
Our role was to establish and create the branding guidelines (visual+TOV). Design a mascot to be the face of “SMILE”. Illustrate and write personalised monthly comics informing employees of how SMILE was being implemented, ideate activations to help initiate change and be adopted within HSBC's work culture, and design all the visual communication.
IDEA IN A SENTENCE:
We advertised abandoned dogs, as products for sale on second-hand websites, provoking the UAE to make abandoning pet’s illegal.
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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:
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.
IDEA IN A SENTENCE:
Scratching off dandruff, can make even the smartest of people look stupid.
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(ADSTARS SILVER WINNER)
(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.
PROJECT IN A SENTENCE:
We were asked to design Japanese street style art posters, using images of the Cadillac XT4.
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The designs were placed around SOLE DxB, the biggest independent community-driven hypebeast event, that celebrates contemporary culture in the Middle East.
The brief was to be able to design artwork that could be flexible and adapted to fit within the architectural space of the event.
IDEA IN A SENTENCE:
Using people's natural desire to party to generate kinetic energy.
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(D&AD NEW BLOOD PENCIL WINNER)
Desperados set the challenge: to invent an interactive activation that brings wild experimentation to music, to incite positive change.
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.
IDEA IN A SENTENCE:
Whatever you're into behind the scenes, it’s beautiful. So don’t hide your sexuality.
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(EXHIBITED VALENTINES DAY 2015)
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.
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 moment of intimacy.
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.
PROJECT IN A SENTENCE:
Create a fun, engaging experience, that make’s people want to climb 3 flights of stairs.
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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!
A simple solution, to make people climb up stairs.