Portfolio
MG SIT-DOWN COMEDY / Turning a Car Launch into Entertainment
The Challenge: Launch of the new 2022 range
The Idea: The usual formula? Hero shots? Feature list? “All-New” headline?
I pushed back on the assumption. MG had just evolved its tagline to “Do More”. A legacy brand, nearly 100 years old but repositioning toward a younger, playful audience.
Playful means energy. Energy means laughter. Introducing: “MG Sit-Down Comedy”
Execution: If stand-up comedy owns the stage, I flipped it. Comedians don’t stand they sit in the driver’s seat.
Each comedian was paired with a model, creating short episodes inside the car weaving humor naturally around features, design, and personality.
I led & developed the conceptual pivot, shaped the format, and drove the creative direction from pitch to rollout.
Result: The campaign launched and quickly became social conversation currency, generating 2.8M impressions and achieving a 75% engagement rate.
Saudi National Day
Campaign
Concept
Art Direction
Craft
Saudi Arabia
EBDA SAUDI National day campaign / Owning the System. Not Repeating It.
The Challenge: Every year, Saudi National Day launches with a unified visual identity. Strong system. Distinct palette.
One issue: On social, every brand looks identical. Same visual. Different logo.
For two years, I was asked to follow the template. On the third, I challenged it.
The question was how do we honor the national identity yet make EBDA unmistakable?
The Idea: Rebuild the official toolkit using EBDA’s world.
Execution: Same colors. Same design language. But instead of national landmarks, zip lines. Skate ramps. Adventure structures. Motion. Energy. I personally led the conceptual pivot and recreated the entire visual system replacing every landmark and generic element with brand-specific experiences while preserving the integrity of the national style.
Pitched internally. Presented to the client. Approved. Rolled out.
Result: The campaign launched successfully, generating 36M+ impressions, 23M+ reach, and 400K+ clicks.
Yearly Hotdog
Campaign
Concept
Shoot
Art Direction
Craft
Dubai
ZOOM 2023 hotdog campaign / “World Tour” to Box Office
The Challenge: The brand’s yearly platform was always “World Tour”. Different flavors. Different countries. Predictable route and execution. The brief focused on flavor intensity, each bite transporting you to a different cuisine. So i decided to reframed it.
The Idea: If every bite delivers emotion… that’s not travel. That’s drama. “Drama With Every Bite”
Execution: Each sandwich becomes the hero of its own cinematic universe designed like a bold movie poster.
I originated the concept, sold it internally, then secured client approval. Directed and conducted the food shoot with a stylist. Oversaw lighting, composition, and hero framing. Built the final key visuals blending real photography with AI-generated cinematic environments. Hands-on from idea to final frame.
Result: In week one, demand spiked so aggressively the client ran out of hot dog buns in a single day.
Proud to have Creative ownership from strategy to on-ground impact.
