The Golden Egg Is Out There
CONCEPT
EXECUTION
SELECTED WORK / ADVERTISING, FILM, MOTION, COPY
CONCEPT
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COPY
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FILM
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MOTION
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CREATIVE DIRECTION
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CONCEPT · COPY · FILM · MOTION · CREATIVE DIRECTION ·
THE SPACE BETWEEN
Pitch Intro Film
Concept / Creative Direction / Copy / Storytelling / Editing
Ithra / Tanween · Saudi Arabia
An opening film for a pitch by APCO .Pomelo, the creative agency, to win the work for Tanween, Ithra’s annual creativity festival in Saudi Arabia. The film introduced the team through the way we think, turning the presentation itself into a demonstration of the kind of thinking Tanween celebrates. I developed the concept and script, then shaped the story through the edit.
THE THUMB
Brand Film Concept
Creative Direction / Concept / Copywriting / Scripting / Storytelling
Botim · United Arab Emirates
Best known as the UAE’s calling and messaging app, Botim wanted to shift perception towards its fintech services, which half the population didn’t know or use. The film draws a line from the thumb’s evolutionary role in human progress to today’s endless scrolling, making the case for putting every tap to better use.
DUBAI ORCHESTRA
Brand Pitch
Creative Direction / Concept Development / Copy
Dubai Orchestra · Dubai, UAE
STARTING ON A HIGH NOTE
DIRECTION 01
بداية على مقــــــــــــــــــــــــام دبي
A visual identity built around rhythm, movement and ascent.
The logo draws from the conductor's 4/4 motion, the letter D for Dubai, and an upward sweep reflecting the city's constant momentum and ambition.
LAUNCH CAMPAIGN
“Starting on a high note” plays on the language of music while capturing Dubai’s instinct to aim higher. The Arabic adaptation brings Dubai directly into the musical expression through maqam, giving the idea a more local character.
DUBAI, ORCHESTRATED
DIRECTION 02
أوركسترا مقطــــــــــــوعة من دبي
An identity composed from the city's architecture, culture and sound.
The D-shaped mark draws from the arches of old Dubai, orchestral formations and the shells that once held the city's pearls, brought together in a contemporary visual system.
LAUNCH CAMPAIGN
“Dubai, orchestrated” turns the city itself into the source material: its architecture, culture and energy composed into one musical identity. The Arabic line extends that idea by framing the orchestra as a piece made from Dubai itself.
ADDITIONAL CAMPAIGN CONCEPT
THE WORLD HEARS OF DUBAI. NOW IT HEARS FROM DUBAI.
العالم يسمع عـــــــــــــــــــــــن دبي
والآن يسمع مــــــــــــــــــــــــن دبي
A proof-of-concept for a launch film built around the idea of Dubai itself becoming an orchestra, with real moments from the city moving in sync with an original orchestral composition.
BELIEFS DIFFER. KINDNESS DOESN’T.
Campaign Pitch - Brand Film Concept
Concept / Copy / Scripting / Storytelling / Editing
LDS · United States
A campaign concept for The Church of Jesus Christ of Latter-day Saints built around a simple human truth: our beliefs can differ, but kindness is something we can all recognize. I developed the concept, narrative, script and film using everyday moments of connection to shift the conversation from what separates us to what we share.
CHANGING CHANGE
Manifesto Film
Concept / Copywriting / Scripting / Storytelling / Editing
Expo 2030 Riyadh · Saudi Arabia
A manifesto film built around a simple provocation: what if change isn't something we simply adapt to, but something we can shape? Changing Change positions Saudi Arabia's transformation as a starting point for a broader global conversation about the future we want to create.
DO YOU IDENTIFY AS A WHALE?
Inflight advertising / Brand film
Concept / Copywriting / Scripting / Film / Editing
Capital.com · UAE
A documentary-style film for Capital.com that turns financial “whales” into actual whales. I developed the concept and script, borrowing the language and gravitas of wildlife documentaries to blur the line between ocean giant and market giant, before flipping the familiar question of identity into a financial one: Do you identify as a whale?