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City of Hope Beauty Kit Women facing domestic abuse often hide their bruises behind makeup. We used that insight to create a deceptive “beauty kit” distributed in malls and cosmetic stores, one that revealed a support number inside. A simple idea placed exactly where it mattered most. It sparked conversations in the UAE and was later adopted by a women’s organisation in South Africa. Dubai LynxMENA Cristal MBC Action Business Cards Dubai Lynx MENA Cristal For MBC Action, we turned a simple business card into a band-aid. A small idea perfectly aligned with the channel’s action-packed identity. What started as a creative twist quickly became a brand favourite, and the entire team adopted the cards as their everyday calling card. SaferDriver Taxi Service SaferDriver is a service that sends a professional driver to take you and your car home when you’re too drunk to drive. To promote this life-saving service on a tiny budget, we needed to reach people at the exact moment the danger begins. In bars, while they are drinking. So we turned bar stirrers into mini billboards carrying an important message. Dubai LynxMENA Cristal Dubai Police Activation Dubai Lynx MENA Cristal Dubai Police wanted to address a harsh reality: more than 150 pedestrians lose their lives in Dubai every year, often due to simple negligence. We had to create an idea that was both cost-effective and impossible to ignore. So we turned the city’s zebra crossings into the medium. With the stark image of blood spreading across the stripes, we transformed a familiar everyday surface into a powerful reminder that ignoring traffic rules can cost a life. Boecker Pest Control Boecker needed to boost its presence among hotels, restaurants and cafés with a direct mailer that cut through the clutter and made their no-nonsense attitude unmistakable. So we sent miniature coffins – a bold, darkly humorous reminder that when Boecker steps in, pests don’t stand a chance. Dubai LynxMENA Cristal

Netflix The Fastest To launch Netflix’s first Middle Eastern motor-racing reality show The Fastest in Saudi Arabia, we built an immersive, high-adrenaline three-day racing experience that brought the show’s speed and rivalry to life. Tuned-up RC cars, a custom-built racetrack, live competitions, podium moments, and fan engagement zones transformed visitors into real contenders. Netflix The Fastest Case Video https://vimeo.com/1011435340

GMC Arabia Diwali Campaign GMC Arabia wanted to celebrate Diwali in the region. We created an 8-part video series where a GMC executive is trying to understand the Indian festival of lights.  Meeting Mrs. Sharma https://www.youtube.com/watch?v=d22R0tfzMP4 Clothes Shopping https://www.youtube.com/watch?v=uBmrS3RgWkU Garba Practice https://www.youtube.com/watch?v=1RbhqHcqvMg Drive To Garba https://www.youtube.com/watch?v=oPlybxbST9Q Laddoos Preparation https://www.youtube.com/watch?v=KPRjKV-sprY Buy a GMC, Get Gold https://www.youtube.com/watch?v=-vB7X9PWUoQ Bring Home Joy https://www.youtube.com/watch?v=xbQSiL4Jjs4 Happy Diwali https://www.youtube.com/watch?v=yO6YKvKuCuk

Pepsi Cans of the Union Pepsi approached us for a standout idea for UAE National Day, on a tight timeline and an even tighter budget. We created Cans of the Union, a limited-edition series that visually united all seven Emirates on Pepsi cans, celebrating the true Spirit of the Union in the most iconic way possible.

Cheetos Flavour Wars Cheetos Arabia wanted to streamline production by choosing one winning flavour out of three. We handed the decision to the fans, letting them pick the flavour they wanted, and dump the other two, in a public vote-off. Since this was a digital campaign, we tapped into the trend of people hashtagging anything and everything.We told them to put their hashtags to better use… like saving their favourite flavour. (Fans were asked to vote by commenting #IndianFlaminHot, #ThaiFlaminHot, or #MexicanFlaminHot across social media.)   VO 1:#Nayem (#Sleeping) is completely useless in life, but these hashtags are not.Write one of them to save one of these. #IndianFlaminHot #ThaiFlaminHot #MexicanFlaminHot   VO 2: #Ehsas (#Feeling) is completely useless in life, but these hashtags are not.Write one of them to save one of these. #IndianFlaminHot #ThaiFlaminHot #MexicanFlaminHot   The films were uploaded on the Cheetos Arabia Facebook page, supported by YouTube pre-rolls driving traffic to Facebook. We kept the battle alive with quirky posts, contests, and live leaderboards that engaged people to save their flavour. Cheetos Hashtag Nayem https://vimeo.com/238614563 Cheetos Hashtag Ehsas https://vimeo.com/238613716 Pre-roll https://vimeo.com/1137235063

Nestle Kit Kat Chunky – The Chunky Boys With Snickers outmuscling Kit Kat Chunky across the region, especially in Saudi Arabia, we needed a bold way to make the brand matter to young consumers again. Our answer: The Chunky Boys, four college friends who take the classic “break” idea to impossible extremes. We launched a series of online films that led viewers to a dedicated website, with one video crossing a million views on YouTube. This formed the foundation of a fully integrated campaign across digital, social, outdoor, and retail, resulting in strong brand uplift, a noticeable boost in sales, and a very happy Nestlé marketing team.  MENA CRISTAL Grand CristalDubai Lynx SilverEffies FootBasketball https://vimeo.com/5611338 Pens and pencaps https://vimeo.com/5611430 Carwash https://vimeo.com/5611625 Filler – Skateboard https://vimeo.com/1136820499 Filler – Jump https://vimeo.com/1136821662 Integrated Case Video Below is the 5-min long case video. I won’t be offended if you skip.https://vimeo.com/12968899

Bookworm Dubai LynxMENA CristalCommunication Arts Emirates Airlines Radio For 3 years, I led creative for Emirates Airlines at DDB, shaping regional print and outdoor campaigns and activations, elevating local briefs, and ensuring every piece of communication stayed true to the brand’s global standards. Here are a few of the radio spots produced during that time. K Lynn Front Hook Bras Sign-off: Why do it the hard way? Dubai LynxMENA CristalLuerzers Archive Kraft Cheese Radio Super-intelligent annoying kids, because of Kraft Cheese. Dubai Lynx Burger Fuel Pitch, Launch Audi OOH RSA Insurance RSA was bold enough to approve and run this campaign. They didn’t really have a choice. The other route I presented was even wilder. LG Summer Offer Radio People are cool. Emirates NBD Mobile banking campaigns for Emirates NBD. ADIB Spice Card Launch Abu Dhabi Islamic Bank wanted to create a card tailored specifically for NRIs and NRPs in the UAE. We built it end-to-end – from the name, visual identity and card design to the full launch campaign, including print, digital, OOH, radio, office branding, stationery and sales activation.

HSBC Platinum Credit Card Relaunching the HSBC Platinum Credit Card in the UAE came with a clear challenge: standing out in a category where every card looked and sounded exactly the same. Especially uninspiring for office-bound professionals spending their days in grey, tube-lit cubicles. To cut through, we reframed the category entirely. We identified distinct “types” of corporate personalities and built a digital-first integrated campaign around them; one of the region’s earliest at the time. We launched with a series of fun films (interconnected stories) leading people to a “What Type Are You?” website, a content-rich experience that ultimately revealed the HSBC Platinum Credit Card. The campaign extended across digital, social, print, OOH, and direct marketing, delivering strong results both commercially and creatively.  MENA CRISTAL Grand PrixMENA CRISTAL Cyber CristalMENA CRISTAL Marketing CristalDubai Lynx Silver The Boss Loves Patting https://vimeo.com/5612053 She Talks In Inverted Commas https://vimeo.com/5612104 Life Without A Blackberry https://vimeo.com/5612019 Life Without Powerpoint https://vimeo.com/5612150 Integrated Case Video This a 5-min case video. I won’t mind if you skip. https://vimeo.com/1142525173

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