Moiz Khan
#22 CREATIVE DIRECTOR WORLDWIDE
THE ONE SHOW - 2019
​
#23 CREATIVE DIRECTOR WORLDWIDE
THE DRUM RANKINGS - 2019
Obsessed with telling stories
Once upon a time, in the annals of history, storytelling burst onto the scene like a grandma's recipe for questionable meatloaf: old, but captivating! And I found myself smack-dab in the middle of it all, trying my best, to tell stories for a living.
Picture this: I was just a pimply teenager at the tender age of 16, armed with nothing but a camera and a whole lot of enthusiasm. That's when my storytelling obsession started.
Fast forward to my stint in one of Pakistan's top film schools, and well, let's just say the history books will be a bit more exciting when they mention me.
But wait, there's more! Enter the world of advertising. It was like I stumbled into a circus filled with storytelling acrobats on steroids. Suddenly, we weren't just spinning tales; we were solving mind-boggling business problems with our narrative prowess. It was like storytelling squared, cubed, and then run through a funhouse mirror.
When I'm not crafting epic narratives, you'll find me in the virtual trenches, slaying dragons and pixelated foes as an avid gamer. I'm also a card-carrying film fanatic, a loving husband to a woman who's so incredible she might be from another dimension, and a dad to a daughter so fierce she could probably bench press a truck.
#BridalUniform
To throw light at the issue of child brides in a fitting context, we picked a bridal event that garners a lot of media attention; The Bridal Couture Week and collaborated with the biggest bridalwear designer; Ali Xeeshan to perform a stunt to hijack conversation around the show itself.
​
To mark the end of the fashion show, from amidst bejeweled brides, out came the showstopper; a little girl wearing a school uniform embellished with bridal motifs.
​
The Bridal Uniform, with its shocking juxtaposition of wedding ornaments and a school uniform, symbolized the trade-off that takes place when a girl is married young and is deprived of her right to an education.
"A unique way of raising awareness against child marriages."
WATCH THE CASE FILM
Couch Counseling
Research shows fighting over furniture is more than just about the furniture. Hence IKEA brings professional marriage counselors and therapists with whom couples could reserve consultation sessions with, to discuss any relationship issues— including decision-making around furniture.
WATCH THE CASE FILM
Truck Art Child Finder
To raise awareness of missing children in Pakistan, we collaborated with Berger Paints to utilize a very local media device that had never been used before: "Truck Art," a unique form of art found in Pakistan in which transport and goods trucks traveling across the country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy.
These brilliantly painted works of art often include portraits of famous personalities - actors, sportspersons, military chiefs, politicians.
In place of personalities, local truck artists replicated the last photograph of the missing child and painted these trucks with not only the portrait, but a helpline number and information about the child. The trucks so far have recovered 7 missing children.
"A very creative way of handling a serious problem"
​
Pakistan Police Spokesperson
WATCH THE CASE FILM
Remake The Boxer
With an impeccable career of 31 wins and the title of world’s youngest Olympic boxing medalist, UK boxing legend Amir Khan faced a setback after being defeated by Canelo Alvarez. The news claimed his career was over. At a time when nobody backed a down-and-out Khan as brand ambassador, Sting decided to take up the opportunity and remake the boxer's reputation by re-energizing him back into the ring. Tapping into Khan's Pakistani heritage, Sting invited him to Pakistan and showcased an entire city as a gym and its people as coaches. The Mughal city of Lahore, and its residents, stepped up. A digitally led campaign by the name of #StingChallenge was launched, inviting Pakistanis to challenge and train Khan.
"He is more than ready to take on anyone he fancies."
"Amir Khan uses Lahore as a gym and asks fans to train him"
WATCH THE CASE FILM
#ChangeTheClap
The campaign is backed by a powerful local insight associated with transgender people specifically in the subcontinent: the clap. This unique form of clapping, in which one spread-out hand is struck against the other palm to palm, is used frequently to degrade, mock and insult the transgender community. The idea was to challenge a transphobic mind-set in the country by using the same hands – and transform the clapping action from one of ridicule to one of applause, respect and inclusion. Transgender people in accomplished roles such as Pakistan’s first transgender model Kami Sid, asked people to #ChangeTheClap. From clapping AT transgender people to clapping FOR them.
WATCH THE CASE FILM
Stop Dowrymongering
In the subcontinent, forced dowry is a practice in which the groom's family coerces the bride's family to pay the groom in material goods. Failure to match this expectation frequently results thousands of brides being victimised through domestic violence and in many cases, even leading to death through murder or suicide.
UN Women's goal was to create awareness around the evils of this practice by starting a national movement against it, and expose it for the stigma it is.
We coined a new word for the act of demanding dowry, "Jahezkhori"; which compares in English to an abusive phrase such as "Dowrymongering." We then used one of the most recognised symbols of marriages in the country to disseminate the message: hands decorated with henna held up as if to say "Stop."
"This campaign was instrumental in sparking conversation around the issue"
"#StopDowrymongering becomes a trend"
WATCH THE CASE FILM
Clients I've worked with
The film opens to an establishing shot of...
#BeatMe
UN Women // Film Craft - Bronze - Dubai Lynx
The first film in the history of Pakistan to win a film craft award in Dubai Lynx. The campaign's message of #BeatMe needed a hard hitting film featuring powerful women asking men to beat them, but at something they are good at.
Grow your world
Hayatna // Top 10 Cinema Ads of the Year - Campaign Brief Middle East
The campaign came at a time when I became a father to a daughter. It was natural for me to take the brand through the journey of a little girl, growing her world, so that she never feels small in it.
Pinball Cricket
Pepsi // (Un)officially invented a brand new sport
Hopefully, I can go down in the history books as an inventor of a new sport called "Pinball Cricket". It combined two of the most famous sports in the region, cricket and Microsoft Pinball. Soon after the films launched, it blew up so much that it was picked by the official cricket board of the region.
Where You Shop Matters
VISA - Top 10 Campaigns of the Year - Campaign Brief Middle East
A series of 3 films shot during COVID completely turned the SME's around with the famous Al Ustaad finding a 40% uplift in business sales attributed to the campaign.
Take The Leap
Sky Dive Dubai
How do you take a set of interviews and four jumps and wove it into a narrative? Here's how.
Choose your Side
7Up - Shorty Award Winner - YouTube Preroll
We identified three most popular genres on YouTube and custom created the videos to target these affinities
​
The ads broke industry standards with one of the highest retention rates for a preroll ad, a whopping 92%!
​
Our ads were also the cheapest, literally. We churned out over 6.2 million views with CPV 33.3% lower than the industry average.