In my 13 years in advertising, I've gone viral (twice), shot with Michelle-freaking-Yeoh, represented my country at Cannes, offended a fringe political party, designed an inclusive headphone with Bon Jovi Studios, had Heineken sponsor the alcohol at my wedding, achieved a 40% increase in sales for a cereal brand that was already ranked number 1, and worked with some of the most talented creatives from around the world.
Now, I'm seeking opportunities that will keep life just as interesting, if not more.
My Work
Anmum Materna - Brand Film
Indonesia / Philippines / Thailand
Pregnancy is a beautiful and transformative time in any woman's life, but it can also be challenging, especially for first-time moms-to-be. In a market where all conversations around pregnancy were overly positive, we shifted the narrative by painting an honest picture of the emotional and physical challenges women need to prepare for.
This piece was part of a larger digital campaign that delivered record brand metric scores for Anmum in Indonesia and the Philippines.
Heineken - Brand Film
India
A live social experiment – a stand-up comedian
– an unpredictable audience – a surprise twist.
Our first social experiment film for Heineken India, brewed all these elements together to show how the generation gap that affects youngsters in India today
is actually – a conversation gap. One that can be bridged, if only we sit across the table and have open conversations.
NANA – Taboo Totes
UAE / GLOBAL
What began as a proactive initiative has quickly evolved into the biggest brand campaign Nana has done in the region. By breaking taboos around periods and period products, our transparent Taboo Totes stole the show at Dubai Fashion Week and caused a sensation online, garnering over 8 million engagements within 24 hours.
Home Centre – Space For That
UAE
If you are in Dubai and you don't do a radio campaign that hijacks other radio ads, are you even allowed to put Dubai on your resume?
This campaign for Home Centre promoted their new modular furnishing collection by promoting other brands and making space for them.
Columbia Asia – Hospital Posters
India
Back in 2018, I led a small team of creative bandits in Bangalore. This was our first pitch together. We did not just win the project, we won over a client who came back to us even when he moved companies.
Etisalat Network of Speed
The UAE
In the telecom world, you create a lot of traditional billboards. But for this "network of speed" campaign for Etisalat, we brought their traditional billboards to life.
BHARTI AXA
India
At the funeral of a beloved family friend, I witnessed the most beautiful side of human compassion. I saw a boss transform into a nurturing father figure, a younger sibling embrace the responsibilities of an elder sister, and a neighbour step forward as a cook. Friends assumed the roles of chauffeurs and travel agents, tirelessly supporting the grieving family in their time of need.
This experience revealed a fundamental truth: in moments of crisis, your loved ones go beyond their call of duty and play multiple roles in your life. So shouldn't a life insurance brand, entrusted with safeguarding our futures, aspire to be more than mere claim settlers? Shouldn't it strive to embody the ethos of compassion and support that defines our closest relationships?
LUX – Stay Beautiful. Stay Strong.
Middle East
In 2020, a year fraught with uncertainty, negative news, and widespread mental fatigue and stress, we tapped into a simple human insight: when you look good, you feel strong.
Expanding on this insight, we crafted a beautiful film on a shoestring budget. Influencers in the Middle East captured the content, music was produced in Brazil, and it was all edited together in Singapore.
LUX – DRAW THE LINE
Egypt
Workplace sexism is rampant across Egypt. However sexist comments are difficult to report as they are often disguised as jokes or compliments.
So to put an end to workplace sexism, we first had to start by making a clear distinction between a compliment and a sexist remark.
This piece is part of a larger sexism-awareness initiative where we are developing an educational platform not just for Unilever but for companies across Egypt so they can train their employees.
