Wrote and helped bring this unique Ramadan story to life, working alongside creative partner, Paulo Engler. Directed by Mark Middlewick.
CREDITS
Role: Writer / ACD
Agency: FP7 McCann Dubai
Client: Home Centre
Director: Mark Middlewick
Date: 2023
We used the Wall Street Bull’s “most checked balls on earth” to raise awareness for testicular cancer by turning social media comments into lifesaving reminders - reaching more people than ever in an unexpected way.
AWARDS
Cannes Lions: 1 Silver, 1 Bronze
New York Festivals: 1 Gold
CREDITS
Role: Associate Creative Director
Agency: FP7 McCann Dubai
Client: Testicular Cancer Society
Date: 2023
To launch Atlantis the Royal Dubai we collaborated with DJ Tiesto, Tate McCrae and Ryan Tedder to create an international hit single and music video, inspired by and created for the Royal itself.
CREDITS
Role: Associate Creative Director
Agency: FP7 McCann Dubai
Client: Atlantis the Royal
Director: Courtney Phillips
Date: 2022
To launch Adidas’ new sports leisure range in the Middle East for the 2022 FIFA World Cup, we adopted a bold and gritty approach. The phrase “Bring it” spoke directly to the heart and attitude of Gen Z in a fast-changing Arabic landscape, while mixed media and graphic effects on gritty visuals gave the film the edge and energy befitting of this new generation of Arabic trendsetters.
CREDITS
Role: Writer / ACD
Agency: FP7 McCann Dubai
Client: Adidas
Director: Amin Soltani
Date: 2022
We launched Atlantis the Royal, the world’s most ultra-luxury resort, with an ambitious 360° campaign that generated several millions of views and garnered extensive international news coverage. It Included: an iconic brand platform “This is it”, an international hit music video “10:35” featuring DJ Tiesto and Tate Mcrae and a live performance by Beyonce at the grand opening.
CREDITS
Role: Associate Creative Director
Agency: FP7 McCann Dubai
Client: Atlantis the Royal
Date: 2022
For more than 10 years, children in Syria have been going to bed to the sounds of war. Babyshop teamed up with Spiritune and UNHCR to find a unique solution. We worked with neuroscientists and Syrian musician Ghaliaa Chaker to create a unique and effective Arabic lullaby, and played it every night at bedtime across Syria, to replace the sounds of war with a lullaby of peace.
AWARDS
Cannes Lions: 3 Bronze
D&AD: 1 Graphite, 1 Wood
Clio: 1 Gold, 1 Silver, 2 Bronze
New York Festivals: 1 Gold
CREDITS
Role: Associate Creative Director
Artist: Ghaliaa Chaker
Agency: FP7 McCann Dubai
Client: Babyshop
Partners: UNHCR, Spiritune
Date: 2023
Success: The main TVC for the campaign was recognised with an Orchid in November 2020
Wrote this entertaining, and relevant TV and social campaign to launch the new Fortuner. The campaign, including one main TVC and 5 social videos, was launched after a 7 month period of various lockdown restrictions in South Africa, with cheeky reference to the “new normal” and unpacking what the “The Luxury of Freedom” truly means.
CREDITS
Ad Directed by Adrian de Sa Garces
Role: Copywriter
Agency: FCB Johannesburg
Client: Toyota
Date: September 2017
Type: TV Commercial
Context: In South African slang, a “chop” is someone considered an oblivious fool, the type of person you find yourself regularly shaking your head at.
Created and wrote the “Chop” concept with Mbeu “Snooze” Kambuwa. The idea was taken further with the input of Executive Creative Director, Tian van den Heever (FCB Johannesburg) and director, Morgan Dingle (Your Girlfriend).
Directed by Morgan Dingle (Your Girlfriend)
Co-writer of Savanna’s 2017 TVC working with FCB Cape Town to launch Savanna’s new the strategic positioning: “Savanna, the Unapologetic Cider”
Ad Directed by Greg Gray.
CREDITS
Role: Copywriter
Agency: FCB Cape Town
Client: Savanna
Date: September 2017
Type: TV Commercial
Wrote, produced and co-directed these content pieces as part of a campaign to launch Launch Digital Agency’s revolutionary web-design offering in South Africa.
CREDITS
Role: Writer, Director, Producer
Agency: Freelance Project
Client: Launch Digital Agency
Date: 2020
Type: Digital Campaign
Writer and creative director on this TV commercial for Douwe Egberts premium range of instant coffees to launch their new “It’s that good” strategy.
CREDITS
Directed: Shaun James
Role: Copywriter / Creative Director
Agency: FCB Johannesburg
Client: Douwe Egberts
Date: 2021
Type: TV Commercial
Co-wrote this popular commercial with Mbeu “Snooze” Kambuwa to introduce the Stylish new Aygo.
Directed by Morgan Dingle (Your Girlfriend)
CREDITS
Role: Copywriter
Agency: FCB Johannesburg
Client: Toyota
Date: 2018
Type: TV Commercial
Success:
Orchid winner March 2018
Wrote this TV commercial with Mbeu “Snooze” Kambuwa to introduce the stylish new Corolla Hatch. The ad includes an original composed track.
Directed: Morgan Dingle (Your Girlfriend)
CREDITS
Role: Copywriter
Agency: FCB Johannesburg
Client: Toyota
Date: 2018
Type: TV Commercial
Success:
x1 Bronze Loerie (Film), Loeries 2019
x1 Gold Loerie (Integrated Campaign)
*as part of the successful 2018/2019 Share a Coke Campaign.
The 7 “Share a Sound” videos accumulated over 2 Million Views online in just over a month.
Description:
Worked with Mbeu “Snooze” Kambuwa to write and direct these fun online videos.
“Share a Sound” was conceptualised as a quirky and entertaining way to educate South Africans on how to pronounce some of the unique sounds we find in our languages and our names.
Role: Writer and Director
Agency: FCB Johannesburg
Client: Coca Cola
Date: 2018/ 2019
Type: Digital Campaign
We launched Thinkwell’s revolutionary once-a-week Omega 3 with this comedic ad that poked fun at the everyday struggles of taking less effective Omega 3’s every single day.
Role: Creative Director / Talent
Client: Thinkwell / Launch Digital
Date: 2021
Success:
X1 Bronze Loerie (Digital Communications), Loeries 2020
Trended across South African Twitter for a full 5 days.
661 million impressions on Twitter in 5 days
50.1 million people reached
Description:
Conceptualised and directed this highly conceptual stunt alongside co-creator Mbeu “Snooze” Kambuwa. Further help from copywriter Marvin Mpanda and production team Lance van Rensburg and Nkateko Minyuku. Credit also to Hey Papa Legend Studios for composing the campaign’s original track.
CREDITS
Role: Writer, Director, Editor
For: FCB Johannesburg / Debonairs
Date: 2019
Type: Viral stunt and integrated campaign
JUST ANOTHER ROAD
Success:
X2 Gold Loeries 2018
X2 Gold Pendorings 2018
Wrote and directed this award-winning radio piece in combination with partner Mbeu “Snooze” Kambuwa, written and performed in Se Pitori, a unique local South African urban language.
We wanted to show that with Toyota Hilux’s Hill Assist what looks like an uphill is only just another road - both on the road and in life.
The use of “Aaaahs” and “Yeeeahs” reference life’s ups and downs, while also embodying the joy of the Hill Assist Feature. But, the “Aaaahs” are only ever the illusion of a challenge, as we see the stories go from good to better. Because, to the Hilux driver there are no uphills…just another road.
CREDITS
Role: Copywriter / Director
Agency: FCB Johannesburg
Client: Toyota
Date: 2018
Type: Radio Campaign
Wrote and directed these short content pieces on a shoe-string budget, to bring Netflorist’s new brand ambassador, “Bra Gift” to life over the festive season.
CREDITS
Role: Writer and Director
Agency: FCB Johannesburg
Client: Netflorist
Date: 2019
Type: Digital Campaign
——-
RADIO
Success:
x1 Graphite Pencil at D&AD in London 2017 (As part of the War of Words Campaign)
x1 Bronze Loerie (Loeries 2016)
x2 Silver Pendoring
I was asked to write this mixed language radio ad as part of the multi-award winning Netflorist War of Words Campaign (Conceptualised by Thabang Manyelo and Tshepo Moseou)
CREDITS
Role: Writer
Agency: FCB Johannesburg
Client: Netflorist
Date: 2016
Success:
x1 Graphite Pencil at D&AD in London 2017 (As part of the War of Words Campaign)
x1 Bronze Loerie (Loeries 2016)
x2 Silver Pendoring
I was asked to write this mixed language radio ad as part of the multi-award winning Netflorist War of Words Campaign (Conceptualised by Thabang Manyelo and Tshepo Moseou)
CREDITS
Role: Writer
Agency: FCB Johannesburg
Client: Netflorist
Date: 2016
