TIER Mobility
︎ Creative concept
︎ Multi-channel copy
︎ Content creation
︎ Localization
︎ English-Arabic transcreation
︎ UX Copy
Safety Campaign
︎ Objective: Promote safety regulations for the UK market
Creative copy. The campaign strikes a balance between informing users and encouraging action, staying true to our tone while communicating serious safety guidelines in a memorable way.
Play it by TIER
︎ Objective: Drive rides by capitalizing on the summer weather
Creative concept & strategy, copy adaptations, and localization. Focusing on "use cases" and how TIER enhances summer experiences, the campaign drew inspiration from the free-spirited nature of summer and the spontaneity that TIER enables.
Valentine’s Day
︎ Objective: Drive app installs through a heartfelt and engaging concept.
Creative concept, copy adaptations, and video production for TIER’s "Come Closer" Valentine’s Day campaign. Inspired by free-ranging vehicles finding a way to come closer on the street, the campaign encouraged users to show love through the friend referral feature.
Earth Day
︎ Objective: Position TIER as a purpose-driven brand and increase rides
Creative concept & strategy, copy adaptation and localization. The campaign highlighted the positive impact of riding TIER with the engaging "Ride more, tree more" message, resulting in 3.5 million km ridden and 3,500 trees planted.
Engagement Program
︎ Objective: Create on-brand language for the engagement program
Creative copy, copy adaptations, and localization. In close collaboration with CRM, we established an engagement program promising users bigger rewards—the more rides they take, the faster they level up!
Shop
︎ Objective: Drive app engagement and pass sales through compelling UX copy.
Creative UX copy. With the revamp of the shop section in the app, the copy was designed to be clear, reflect the brand’s tone of voice, and drive action.
Qatar World Cup
︎ Objective: Drive app engagement and pass sales through compelling UX copy.
Creative UX copy. With the Qatar World Cup in full swing, the branding for bikes and scooters centered on creating an effortless journey for fans. The tagline, "Game time in no time," was crafted to highlight speed and convenience, while maintaining a tone that was both dynamic and aligned with the excitement of the tournament. The Arabic counterpart, "الى المباراة في أي وقت," retained the same clarity and action-driven messaging.
Honda
︎ Concept
︎ Creative copy
Holidays 2017
︎Objective: Drive awareness and increase showroom footfall during the holiday season
Creative concept, copy adaptation, and video production. This campaign showcased Honda’s Accord or CR-V as the perfect holiday gift, using the concept that the car "will not fit under the tree," we playfully get the message across.
Land Rover
︎ Concept & strategy
︎ Creative copy
︎Objective: Drive awareness and increase showroom footfall during the holiday season
Creative concept, copy adaptations, and strategy. These campaigns highlighted Land Rover’s quality and appeal. From a tactical digital campaign offering fully-equipped models at 58,000 USD to the "Adventure is Inherited" Father’s Day message and the "Gifts That Go Above & Beyond" holiday gift campaign, each balanced Land Rover’s global brand guidelines with the cultural nuances of Lebanon.
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.
