Factory People
︎ Creative concept & strategy
︎ Brand & project management
︎ Content creation
︎ Creative copy
︎ Agency producer
Factory People x British American Tobacco
︎Objective: Drive awareness and engagement with Creative State, BAT's creative platform in the Middle East
Creative concept, production & talent/influencer outreach. With lockdown changing the way cultural spaces behave, this partnership with BAT offered a new creative opportunity during the shutdown of Factory People venues. We created the "Away To" series, taking audiences on breathtaking journeys to stunning locations around the world, offering an escape from the monotony of lockdown. Bringing together music, nature, history, fashion, and dance. Showcasing below the most watched episode, our Halloween special.
Lockdown Greetings
︎Objective: Drive emotional engagement through holiday messaging during lockdown
Creative concept & script copy. After months of Factory People’s venues shutting down across Dubai, Beirut, and Egypt, and with the first holiday season during lockdown, we leveraged the group’s history and its sub-brands to craft a heartfelt message that evoked nostalgia and connection.
2ND SUN: The Party as It Is
︎Objective: Increase ticket sales for high season
Creative concept & copy. Rather than relying on polished party clips, we created an invitation for party goers to share their personal memories. We then transformed this user-generated footage into an authentic, high-energy summer edit that celebrated the dancefloor spirit, driving anticipation and encouraging ticket purchases.
AHM 2.0: The Big Launch
︎ Objective: Launch AHM, summer of 2024
Creative concept & script copy. Following a series of successful venues and openings across the Middle East, the launch of AHM 2.0 marked a milestone for Factory People. After the devastating August 4 blast, the club made a powerful return, bigger and stronger than ever.
2ND SUN: Editorials
︎ Objective: Establish 2ND SUN as a cultural brand, enhancing its connection with audiences
Research and copy. While 2ND SUN achieved consistent commercial success, the goal was to elevate it from just a party brand to a cultural force. I dove deep into the stories behind different headliners, blending engaging narratives with dynamic video edits to build excitement and inspire ticket purchases.
