I’m a believer of placebos, black magic and hypnosis.
I believe words and ads must do the same - cure doubts, bewitch souls.
And if need be make people - cluck like chicken.
Until then AI, data and algorithms can hold my mug of voodoo ale.
Last Possessions
We created international outrage by attempting to auction the last possessions of Syrian refugee children. The project raised donations and highlighted their lives through their last possessions. Picked up:
Cannes - Bronze LionOne Show - Silver Pencil LIA - GoldLynx - GoldThe Caples Awards - 3 Bronzes(My Role - Wrote the book and copy for all collaterals)
Automotive brands love manifestos…
I have been a part of multiple film shoots during my stint as a lead writer on Fiat Chrysler's Automotive Brands in Publicis Dubai.And every word matters in a manifesto.
Alfa Romeo is synonmous with Italian style, design and has a racing pedigree. And on the other hand, Ram trucks have an all-American personality which is known for toughness and heavy duty performance. As a writer, I obsessively follow the brand voice, whether it's a big budget film or a brochure or a social post. 
Our Jeep Sedan prank became viral
We launched the Jeep Sedan and it went viral on April Fool's Day. In fact, auto publications fell for it. Don’t believe me? Try googling ‘Jeep Sedan’ and you’ll see our doctored image all over the net. It even got shortlisted for an Effie.
We made memes for McDonald’s
Instead of boring product posts and promotions, we used memes and fan fantasies to engage with the followers. Credits - The amazing social team at FP7, Bruno Montoro & me
Local insights make all the difference
Our Emirates NBD's annual Eid film takes local Emarati parents on a nostalgic trip back in time! Dubai’s biggest bank wanted to appear more human.
So we reached out to the people of Dubai with a film featuring Dubai's respected home-grown thought leaders, motivational speakers, artists and athletes.
In KSA, Netflix wanted to increase viewership for Stranger Things
So we invited Saudi’s most loved Content Creators to take part in a 'Stranger Things' themed Escape Room and we streamed it to their 1M+ followers on YouTube.
We almost made doctors prescribe a test drive
Because 90% of the UAE’s residents are Vit.D deficient. Exactly why, driving a Jeep Wrangler with the top down can be ideal for soaking in some sun.
(It was a proactive project which was killed by the legal team)
My first-ever international award
Picked up a Spikes Bronze for Outdoor in 2014 and was a finalist at Adfest LotusTurn heads with headlines.
Pinch & zoom to read the copy.
