Hair is not a crime
The ads are aimed to contrast the freedom experienced by the majority of women who can show their hair without consequences and the 1% of women who can't do so without fear or retaliation.The goal of this campaign is to spark a conversation about hair freedom and bring attention to the harsh realities faced by some women.
Bear Grylls Helicopter
ALDAR THE WILDS — FEATURING BEAR GRYLLS
To position The Wilds as more than a residential community, we partnered with Bear Grylls to bring its nature-first philosophy to life. Leveraging his global credibility as an adventurer and survival expert, the campaign reframed luxury living around a powerful idea: reconnecting with nature, embracing adventure, and rediscovering what truly matters.
SEI SAADIYAT — MOVE INTO STILLNESS
Inspired by the Japanese philosophy of stillness, simplicity, and balance, Sei Saadiyat introduces a new expression of luxury living in the heart of Abu Dhabi’s Cultural District.
Our creative strategy, “Move Into Stillness,” redefines luxury not by what surrounds you, but by how it makes you feel. Through a cinematic language of light, nature, subtle movement, and quiet moments, the campaign celebrates the beauty of slowing down, creating a world where tranquility becomes the ultimate luxury.
MARSA AL SAADIYAT — THE UNFORGETTABLE
For the launch of Marsa Al Saadiyat, Aldar’s landmark waterfront destination on Abu Dhabi’s iconic Saadiyat Island, we built the creative platform around one powerful idea: The Unforgettable.
Surrounded by world-class culture, art, entertainment, and an emerging theatre district, Marsa represents a lifestyle where extraordinary experiences become part of everyday life. Our campaign transformed these unique destination offerings into an emotional narrative, positioning Marsa not simply as a place to live, but as a place to create unforgettable moments.
TALAY BY ALDAR — UNFORGETTABLE FOR GENERATIONS
As the first residential community within Marsa Al Saadiyat, Talay introduces a new vision of luxury family living on one of Abu Dhabi’s most iconic islands.
Built around the creative platform “Unforgettable for Generations,” our strategy moves beyond the idea of luxury as a place to live, positioning it as a legacy to be passed down. Through an emotional, cinematic narrative celebrating family, connection, and shared experiences, the campaign brings to life a simple truth: the most extraordinary homes are where unforgettable memories are made, generation after generation.
WESTMINSTER TOWER — ALDAR | LONDON
Set along the River Thames, overlooking Big Ben and the Houses of Parliament, Westminster Tower offers a rare perspective on one of the world's most iconic cities.
Our film was built around the idea of London from an extraordinary perspective, transforming the development's exceptional location into a powerful emotional story. Through cinematic storytelling, timeless architecture, and the unmistakable character of London, we positioned Westminster Tower as more than a prestigious address — a rare opportunity to experience the city from a truly privileged point of view.
GMC Yukon - A legacy of verse
Classical Arabic poetry’s a huge part of Middle Eastern history and pop-culture, with celebrity poets and TV shows. And the Bedouins have been writing about GMC for years. So to introduce the all-new Yukon, we let their actual verses lead the way, ultimately giving both the Yukon and poetry community a wider audience than we ever thought possible.
Through the pandemic freakout, this was my elixir – an international collaboration of artists that people loved.
Unders & Noraj Cue - Jims ( ft. Ape Chimba ) ( Extended Mix ) ( 2021 )
“A veritable feast for the senses, combining the power of the spoken word, with a propulsive score by Amsterdam-based EDM superstar DJ Unders that takes the centuries-old Bedouin tradition into the 21st Century. The Legacy of Verse is at once timeless and wholly modern, sure to enthrall and delight longtime GMC fans while welcoming newcomers to the brand in a film that is pure poetry in motion.”
— CAMPAIGN MIDDLE EAST
159+ ENTRIES and 8.1M VIEWS
Together with McCann, CARAT and Rotana Khaleejia, GMC invited poets and fans to tweet their own GMC verses. Top poems appeared on huge billboards during Saudi Arabia’s Poetry Month, and the winning poet got to share their verses with a nationwide audience on TV – a first for the MENA region.
Xfinity "Perfect For Me"
Xfinity has a bunch of cool products and features. But instead of gloating about how they're so great, we created a campaign with customers telling the viewer how Xfinity is perfect for them.
CC to get English translation
New subscriber growth is the name of the game in the declining Cable and ISP category. But how do you find new growth in a culture thats readily cutting the cord with cable TV? By discovering an untapped and under-communicated-to Bicultural segment within Hispanics. Our goal was to develop a campaign that effectively portrayed their dual realities and motivated them into action. By drawing on the parallels of our limitless product and their bicultural seamless world, we created new fans, increased YOY growth, and beat out Non-Hispanic performance.
Through the Eyes
Experience Road Safety Through the Eyes of Six Different Artist. Road Safety is an often-avoided topic, as most drivers tend to think that the unexpected might never happen to them so we partnered with 6 talented artists from across the GCC diaspora to help us express the importance of ‘Road Safety’, through their eyes using art functionally to reframe the serious issue of road safety and have difficult conversations that could save lives.
SSS Play your game for you
The #MakeSportsFun concept is aimed to encourage children and young adults to change the meaning of victory and empower them to define what victory means to each one of them. The objective is to encourage children to enjoy sports as much as they enjoy video games. We have done that by creating a world where real sports and elements from video games come together for children to enjoy.
At Yas Mall Abu Dhabi, a vibrant tapestry of mall-goers weaves through its halls, each forming a unique squad. Among them, you'll find the trendsetting fashionistas, the culinary connoisseurs known as foodies, the athletically inclined sporty types, the aficionados of all things shiny and glamorous — the bling ones — and countless others. Yet, despite their differences, they all come together under the banner of #TheYasMallSquad, uniting as one diverse and lively community within the mall's bustling confines.
At Media Rotana Hotel Abu Dhabi, the spotlight shines on the culinary masters behind the scenes with our latest campaign, "Taste Makers." This initiative celebrates the talent and creativity of the chefs at each of our nine distinct restaurants. We've crafted content that not only highlights these culinary artists but also showcases the extraordinary dishes they bring to the table. By putting our chefs front and center, we invite guests to explore the diverse and exquisite flavors that make Media Rotana a premier dining destination.
We rebranded Shoemart to redefine it not merely as Dubai's most affordable shoe store but as a trendy, quality-conscious destination where style meets value. By upgrading store aesthetics, leveraging stylish marketing, and engaging with local influencers, we've transformed its image to appeal to Dubai's fashionable yet savvy shoppers. Now, Shoe Mart is celebrated not just for its prices, but for being a smart choice for those looking to combine fashion with affordability in Dubai’s vibrant shopping scene.
Who better to sing the praises of a soybean-based insecticide than the most discerning of critters—a bougie cockroach or a discerning mosquito? From their unique perspective at the ground level (or buzzing just above it), these unexpected spokesbugs offer a glowing testimonial to the effectiveness of this eco-friendly solution. After all, if anyone knows the ins and outs of survival and the impact of a truly formidable insecticide, it's them
