the stages of the mcspicy
Client
McDonald’s
Agency
FP7 McCann
Role
ACD Copywriter
A legendary name often whispered with fear. The McSpicy has a reputation, and it earns it every time. There are those who chase the heat anyway. Chest out, spice tolerance worn like a badge of honour, right up until their tongue starts whimpering for water. It's pain. It's pleasure. It's oddly satisfying. For the McSpicy's limited return, we reminded the heat-seekers exactly what awaits them. The five stages of spice, from surprise to satisfaction.
UnAimaginable
Client
Hardee’s
Agency
‿ and us
Role
ACD Copywriter
In a category dominated by McDonald's, Burger King, and KFC, Hardee's needed to stand out. Just days after "AI is gonna take our jobs" headlines took over, the brand put DALL-E to the test, prompting it to imagine a SUPER STAR burger with the full recipe. After 10,000 attempts, not one image was a 100% accurate representation. The UnAImaginable failures became the campaign. Shared on social with a film of the experiment, it resonated with many at a time when inspiration was needed most.
Awards
Dubai Lynx: Bronze, The One Show: 4x Shortlists
I’m in Saudi
Client
STA
Agency
‿ and us
Role
ACD Copywriter
At the Qatar World Cup, Saudi Arabia beat Argentina in one of football's greatest upsets. What followed was just as unexpected. A Saudi fan's interview went viral overnight, one phrase on repeat: "Where's Messi?" With the whole world still in meltdown, the Saudi Tourism Authority had the answer. They flew Messi to Saudi Arabia to deliver it in person, straight to the man who asked. "I'm in Saudi."
Awards
Dubai Lynx: Shortlist
Rewrite the Recipe
Client
Puck
Agency
FP7 McCann
Role
ACD Copywriter
Moms face a lot of criticism in the kitchen. As an ally to Arab moms, Puck launched their brand platform ‘Rewrite the Recipe’ to give them permission to ignore the critics and cook on their own terms. The launch film puts that pressure on screen, following a mom as a storm of judgmental social media comments swirls around her while she cooks. She sweeps them aside, confident and unfazed, as the only opinion that matters is her family’s.
Engineered to Wow
Client
Bosch
Agency
FP7 McCann
Role
ACD Copywriter
When it comes to Arab hospitality, impressing guests is everything, and failing is unthinkable. The film follows a couple giving a tour of their new mansion to some unimpressed visitors. It’s only when the kitchen door opens to reveal a lineup of Bosch appliances that the guests are finally wow’ed.
Make It Count
Client
Closeup
Agency
‿ and us
Role
ACD Copywriter
Only 50% of Tinder users ever secure a single face-to-face date. In the UAE, that number feels even harder to reach. A dating app ban, a transient population, skewed gender ratios, and a cultural taboo around the word "dating" itself. When that first date finally arrives, it carries enormous weight. And the number one turn-off when it does? Bad breath. So, on Valentine's Day, Closeup reminded UAE singles to make it count with fresh breath through a series of films.
Go Tastier
Client
Seara
Agency
FP7 McCann
Role
ACD Copywriter
Seara, a brand new to the UAE, but had the data to prove its food tasted better than the competition. The launch tagline said it all: ‘You either love it or you never tried it’, with a call to action to ‘Go Tastier’. Taking inspiration from Arabs Got Talent, the film followed our hero mum stepping up to impress the most demanding judges in her life. The ones sitting around her dinner table every night. Of course, she nailed it.
Kick Out Sexism
Role
ACD Copywriter
Client
Lux
Agency
‿ and us
During the Women's World Cup, online sexist abuse toward female footballers reached unprecedented levels. One in five players were targeted. In the days before the final, World Cup sponsor Lux fought back. We built an interactive wall of real-time harmful tweets and invited Saudi women to shoot them down. Brand ambassador Yasmine Sabri kicked it off in Jeddah, landing over 400k likes on a single Instagram post. The trolls got a message of their own: think twice before you type.
Wraptor
Client
Hardee’s
Agency
‿ and us
Role
ACD Copywriter
Big Mac. Whopper. When Hardee's launched its first-ever wrap, it needed a name worthy of the menu it was joining. So Wraptor was born with a wrap-rap film to launch it. A new menu item that exceeded sales expectations by 20%, one of the most successful launches in the brand's history.
Parkin Radio ads
Client
Parkin
Agency
FP7 McCann
Role
ACD Copywriter
Parkin was launching new features including zone detection, digital wallets, and auto-renewal. We skipped the tech jargon and leaned into a simple truth. Using the Parkin app makes you feel smarter, calmer, and frankly superior to everyone still squinting at zone signs in Dubai’s sunshine. The result was a series of humorous spots, each following an extremely confident character. The secret to their success? The Parkin app.
The World, On Your Terms
Client
Mastercard
Agency
FP7 McCann
Role
ACD Copywriter
Mastercard gives you the freedom to travel the world on your own terms. For their summer campaign, we teamed up with influencers to hijack a growing disposable camera trend. Unfiltered, authentic, and deeply personal, the content stopped scrolls and showed the world exactly what travel looks like when it's truly on your terms.
4 the fans
Agency
M&C Saatchi
Client
Volkswagen
Role
Copywriter
Rally fans are the most dedicated in motorsport. Come rain or snow, they show up. When Volkswagen Rally was chasing a fourth consecutive WRC title, we made a campaign worthy of the people who never missed a moment. 4 The Fans launched with a mockumentary film about the team's most devoted supporter. A man who, from the moment he could walk, always brought a box to stand on for the best view.
Back To Club
Role
Creative Director
Client
Intersport
Agency
Wilderness
With the summer break almost over, only one thing is on the minds of kids obsessed with football: football. And they cannot wait to join up with their teammates to prepare for the new season ahead. The film celebrated this non-stop anticipation and passion, while showcasing Intersport’s hot, new selection of boots.
GOld Rush
Client
Ferrero
Agency
M&C Saatchi
Role
Copywriter
To keep Germany’s favourite praline as delicious as ever, Ferrero Rocher takes a short break from the shelves every summer. But the wait for its return can be a little too much for its beloved fans who yearn for this iconic golden treat. So, the reintroduction campaign film captures fans’ excitement with everyday prospectors combing the town in search of the sweet treasure.