ABOUT

CONCEPT
A selected body of Arabic-first advertising created across 18+ years for brands and organisations in the UAE and GCC.

THE WORK
The collection spans banking, telecommunications, automotive, government, national storytelling, retail, culture and sport. Featured brands include Etisalat, ADCB, BMW, Cadillac, ADNOC, Ras Al Khaimah and Koora.

MY ROLE
Original Arabic concepts, scripts and campaign lines, brand voice, transcreation, cultural direction and creative leadership. Depending on the project, my involvement extended from the first brief through production briefings, recording sessions and shoots.

SELECTED PROOF
Eight years on Etisalat at Impact BBDO included Together Matters, Forgotten Names for Father’s Day and Roam Like Home. Forgotten Names received a Dubai Lynx Bronze, was a Cresta Awards finalist, reached more than 4 million views in two days and generated more than 10 million impressions.

ADCB Islamic Banking involved nine months of development across the proposition, tagline, original Arabic scripts, brand voice and production. The aim was to present Sharia-compliant banking as an inclusive, values-led choice with relevance beyond faith.