The work.

Challenge

A full catalogue that felt like a campaign. No freight, no locations.

Idea

Give every piece the landscape that explains it.

Craft

A bed in a canyon, a chair on a dune, a bench in snow. Then the same pieces back in interiors.

Outcome

Catalogue and campaign from one set of images.

Challenge

Four campaign stills. No film budget. A hero film needed for launch week.

Idea

The stills become the cast, wardrobe and location.

Craft

A human creative director wrote the shot list and chose every cut. Product exact.

Outcome

A hero film for launch week, no reshoot.

Challenge

Short social films for back to school: kids, a school, a CG chicken, food styling and a billboard stunt.

Idea

Lunchbox Heroes. The nugget as the hero of the school day.

Craft

Every film directed shot by shot against the real pack. The director sold the whole story for about a tenth of what a single production day would have cost.

Outcome

Vertical films for social, no shoot day.

Challenge

Launch the ICE Professional range at Supercare and make a pharmacy haircare brand feel like a moment.

Idea

The Real Life GRWM. The bottles leave the bathroom and take over the city.

Craft

A cart that fills itself, a billboard on Sheikh Zayed Road, bottles the size of buildings on the highway, a lift packed with product. Every pack matched to the shelf.

Outcome

Four social films and an OOH story, no shoot day.

Challenge

The Adizero range launching across homepage, email and social, with days to do it and no shoot.

Idea

Speed as a feeling, not a stopwatch.

Craft

One blue for the whole system. Portraits close, product clean, copy short.

Outcome

Homepage, email and social as one kit.

Challenge

Launch the Kuwait national kits with the players themselves, one look from announcement to store window.

Idea

Energy Unlocked. Each player inside a ring of the line itself.

Craft

One light system across every player. Home blue, away gold, keeper aqua.

Outcome

Hero portraits, the trio, and a retail takeover across adidas stores.

Challenge

Launch the Egypt World Cup kit with the squad and the players who wore it before them.

Idea

A red-lit theatre instead of a pitch.

Craft

Squad portraits, a scrapyard for grit, and a legends series with the 1998 shirt beside the 2026 one.

Outcome

A full launch set fans shared before the retailer did.

Challenge

Every federation's kit, a tournament that runs for weeks. Open big, hold, peak at the end.

Idea

Give the tournament its acts. The Countdown Is On. Wear the Legacy. The Last Four.

Craft

Japan under torii gates, Argentina beside a green Falcon, Mexico against a mural. Every crest and sponsor checked.

Outcome

Every kit, one retailer, one typographic system.

Challenge

Every National Day campaign reaches for a flag, a palm, a falcon. Nike wanted the other way.

Idea

The national green lives in the product only. The majlis is the set.

Craft

A day chapter and a night chapter. Indigo for daylight, crimson velvet and raking light for night.

Outcome

Family, kids and solo frames for nike.com and social.

Challenge

A city tee with a graphic that carries the whole idea. Dubai as co-star, not postcard.

Idea

Old Dubai, not new. The graphic on the chest is the hero in every frame.

Craft

A cast from the city. Natural light by day, on-camera flash at night.

Outcome

Day and night frames, every one usable as a product shot.

Challenge

A regional retailer carrying every global brand, with a visual language that looked like none of them and could have been anywhere.

Idea

Make the local logic visible. Train around the heat: cool light before sunrise, warm light at sunset, daylight for everyday life.

Craft

Low, close footwear. Apparel in motion. A light-trail motion system, Poppins headlines and one yellow button carried through banners, paid, sale and Arabic.

Outcome

A full creative direction, from photography rules to every banner, sale and paid placement.

Challenge

A feed full of flat product posts and sale banners, with nothing that made people stop scrolling.

Idea

Every post is a short film. Kits become characters, cities become stages, and the product is always the hero.

Craft

Vertical films built for the first second: a hook, a reveal and a clean end card with one call to action. One grade and one type system across the series.

Outcome

A World Cup series, kit launches and affiliate films, ready for Reels, Stories and paid social.

Challenge

A loyalty app that worked, earned, and looked like every other points programme.

Idea

Make the reward visible. Cashback becomes glass.

Craft

Mint and violet worlds, glass objects with real refraction, everyday casts with the app in hand.

Outcome

Key visuals, 3D icon library, retail, OOH and in-app.