ABOUT

Concept
“ALL IN” is a conceptual campaign inspired by the iconic IKEA blue bag, transforming it into a storytelling frame that captures authentic Lebanese summer experiences. The campaign explores how everyday moments in Lebanon — from beach gatherings and nightlife to family traditions and local culture — feel more emotional, vibrant, and memorable when shared together. The idea was built around the phrase “Together hits different in Lebanon,” turning the IKEA bag into a symbolic window into real moments of connection.
Execution
As Art Director, I developed the visual direction, campaign concept, and mockup presentation across multiple advertising touchpoints including outdoor billboards, airport digital screens, transit shelters, and mall displays. The visuals were designed with immersive point-of-view compositions, making the audience feel physically inside the scene through the framing of the IKEA bag. Each visual highlighted different aspects of Lebanese lifestyle and culture while maintaining a unified visual identity through bold photography, cinematic lighting, and minimal typography.
Results
The final campaign successfully created a strong emotional connection between the audience and the brand by combining local cultural insights with a globally recognizable visual element. The project demonstrates how a simple everyday object can become a powerful storytelling tool, blending branding, nostalgia, tourism, and lifestyle into one cohesive creative direction suitable for integrated advertising platforms and award presentation submissions.