Role: Art Director - led creative direction across the agency's accounts, including Nescafé Middle East (Nestlé), Umniah, Bank Al Etihad, Riyadh Bank, Royal Jordanian, Sony Mobile, IKEA Middle East, and Mercedes Middle East, with Nescafé Middle East as the flagship account shown here.
April Fools' Campaign — Nescafé "Pink Coffee"
A April 1st concept imagining a pink-colored Nescafé, developed as a team with the account manager, copywriter, and photographer, with myself as Art Director overseeing the visual concept and execution. Posted without any paid promotion, the piece reached 19.5K comments and 14K shares organically.
Nescafé ME — "Personalized Moments" Campaign
A social content series built around personalizing everyday coffee moments - inserting common first names into playful, illustrated posts (e.g. "يا عُمَر," "مع نوف," "يا سارة") to make the brand feel like it's speaking directly to the audience.
A social content series built around personalizing everyday coffee moments - inserting common first names into playful, illustrated posts (e.g. "يا عُمَر," "مع نوف," "يا سارة") to make the brand feel like it's speaking directly to the audience.
I served as Art Director and executor on this campaign, working closely with the account manager and client to develop the concept from idea to execution.
Coffee Mate
Ongoing lifestyle content for Coffee Mate, pairing everyday moments — morning routines, small DIY ideas like repurposing the container as a flower vase - with the brand's warm, approachable ton
Ongoing lifestyle content for Coffee Mate, pairing everyday moments — morning routines, small DIY ideas like repurposing the container as a flower vase - with the brand's warm, approachable ton
Nescafé Arabiana — Mother's Day Campaign
A Mother's Day campaign for Nescafé Arabiana, built around a series of illustrated posts humorously capturing familiar things moms do - from insisting you eat more, to still seeing you as her "gazelle."
A Mother's Day campaign for Nescafé Arabiana, built around a series of illustrated posts humorously capturing familiar things moms do - from insisting you eat more, to still seeing you as her "gazelle."
Developed in close collaboration with the account manager to strike a tone that felt affectionate and true to life, not just sentimental.
As Art Director at The Online Project, I led creative direction across the agency's accounts, with Nescafé Middle East — spanning Nescafé Arabiana and Coffee Mate under Nestlé - as a flagship client.
I guided a team of junior designers and animators, briefing projects and reviewing their work against brand guidelines, while also handling design personally on key pieces. The samples shown here are from my own hand.