Work that's impossible to ignore.
Insignificance is mankind's greatest fear. That our entire life may amount to nothing.
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This pursuit took us to the moon. Santiago to the buried treasure. Rumi to follow Shams, risking his reputation and status for something greater. Cassius Clay to become Muhammad Ali.
Even the 40,000 year old cave painter wished to be remembered for something more than dust.
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​This is the lowest acceptable ambition for anyone with an ounce of fire in them.
For over a decade, I've aspired, strived, failed and sometimes, just sometimes, succeeded in creating work impossible to ignore.
#22
Creative Director Worldwide
The One Show
#23
Creative Director Worldwide
The Drum Rankings
250+
International Awards
Hover over the icons.
Cannes Lions
11x
Including the coveted Grand Prix
Clios
7x
Including 2 Gold Clios
D&AD
5x
3 Graphite & 2 Wood Pencils
The One Show
6x
3 Graphite & 2 Wood Pencils
The Andys
2x
Including a Best in Show award
Effies
3x
Including 2 Grand Effies
Spikes Asia
28x
Including The Grand Prix for Good And Festival's First Glass Spike
Dubai Lynx
34x
Including 4 Grand Prix
Loeries
5x
Including 2x Golds
Gerety
2x
Including a win in the "Wish we'd thought of that category"
LIA
6x
Including 2x Golds
WARC
2x
2 campaigns featured on the WARC creative 100.
The Unburied Casket
How a funeral processions turned mourning into a movement.
The Unburied Casket was created to force South Africa to confront a femicide crisis it had learned to live with. In a country where protests are often ignored but funerals are sacred, Women For Change turned grief into a form of protest by creating a hand beaded casket, 33.8% larger than a standard one to mirror the rise in femicide, with 5,578 purple Zulu beads representing the women murdered.
The casket travelled across the country, turning mourning into national pressure, mobilising over 1.1 million petition signatures and helping push the president to declare GBVF a national disaster.
"Amid nationwide protests, South Africa has declared GBVF a crisis"
WATCH THE CASE FILM
The Bridal
Uniform
How a school uniform at a fashion show sparked a national conversation about child marriage.
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.
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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.
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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
Helping couples overcome relationship stress caused by furniture shopping.
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.
Truck Art
Child Finder
Using a traditional local media device to locate 7 missing children.
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"
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Pakistan Police Spokesperson
WATCH THE CASE FILM
Remake
The Boxer
Relaunching an Olympic boxer's career by helping him go back to his roots and train
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
Change
The Clap
Changing a centuries old symbol of ridicule, to one of applause, celebrating the marginalized transgender community in Pakistan.
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
Vallenkey
Turning IKEA's iconic Allen Key into a Valentine's Day proposal device.
For Valentine’s Day, IKEA transformed its iconic Allen key into the Vallen Key. A limited-edition keepsake created for couples ready to ask, “Will you move in with me?” Engraved with “Let’s build a life together” and packaged in a ring-box-inspired velvet case, the idea turned a familiar IKEA tool into a playful symbol of love, commitment, and shared beginnings. Supported by social and released as a giveaway of 100 custom keys, the campaign made IKEA part of the moving-in story in a fresh and memorable way.
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 weave 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
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The ads broke industry standards with one of the highest retention rates for a preroll ad, a whopping 92%!
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Our ads were also the cheapest, literally. We churned out over 6.2 million views with CPV 33.3% lower than the industry average.