Leading Nokia’s creative for the UAE and GCC meant building more than just campaigns. It meant shaping a cultural presence. From launching Nokia Music Store with the Kylie Minogue concert to filling the region’s nightlife with DJ events featuring John Digweed, Benny Benassi, The Charlatans, The Meerkats and more, we turned the brand into a living, breathing music experience.
Across three seasons of Nokia Inside Music on YouTube, we documented the UAE’s emerging artists and gave them a platform to be heard. Alongside that came 360° campaigns for the N82, N97, N8, 6700, Nokia Vine and Nokia Comedy Clubs, Gitex, and many more, spanning print, outdoor, radio, digital, social, retail, experiential and PR.
As the lead creative, I aligned global guidelines with regional culture, directed events, shaped brand tonality, built partnerships and oversaw everything from store rebrands to ambient, guerrilla and collectible merchandise.
Below is a snapshot of the work.
As part of the 360° launch of Nokia Music Store in the UAE, I led the creation of a series of music-inspired pin badges and sticker books. Collaborating with a team of designers and illustrators, we built a vibrant, collectible visual universe that brought the brand’s personality to life. The first 10,000 copies disappeared fast, so Nokia printed another 8,000.
A selection of Nokia Music Store print, OOH, Activations, Online, Social, Giveaways, In-store, Concerts, YouTube documentary series on music genres in the UAE etc.
