Context: As you can clearly see, we went bang opposite the brief and the client bought it. It’s one of my most favourite brand films to have worked on in the past couple of years.
What We Did: We struggled a lot for 3 weeks because finding just that right spot between “it feels like Ramadan” and “feels just like every other Ramadan ad” was a bit tough. But what do you know, the answer lay right in the brand’s tagline: Crafting Memories.
The film became about making sure you remember to make your Ramadan a time to remember.
Context: I’d love to say there was a lot of consumer behaviour insight going on about here but it was just me, my content creator partner and my account partner in a room breaking our heads when someone said, “Remember that flavour song by David Craig”, played it on the meeting room TV and we instantly decided to run with it. Internally, nobody thought it was a good idea. But we three musketeers were on war path.
What We Did: We resurrected the classic song on TikTok and used the power of Ear Worm to get 6x more views than the original music video, 30% growth in sales, 16% growth in traffic and took the product from not even top 100 on Amazon to TOP 20! Not too bad, eh?
Context: Nothing much, to be honest. Except it was one the most daunting load of information I had ever come across. And then I had to put it all in a script. Let’s say it was an interesting week or so.
What We Did: Not a lot of creativity involved, for sure. But definitely a lot of strategy – how to we go about it, what stays, what remains, organising the script into sections, double and triple checking all the information, remember all the flag colours – you get the gist.
Context: Most things try to stand out.
Through noise. Through excess.
Evoke Red doesn’t.
What We Did: In a world of everything else, Evoke Red becomes the only thing you notice. Red State of Mind is about how you don’t compete with the room – you simply exist within it, and everything else falls away.
Context: Are the Skechers’ shoes really ready for back-to-school? Who better to certify that than the kids who have to wear them.
What We Did: For Skechers’ back-to-school campaign, we handed the testing over to the real experts, turning kids into “shoe scientists” who tested the collection for toughness, comfort, and the ultimate playground currency: coolness and style.
Insight: Ask any slightly religious Muslim man or woman about their life dreams, and somewhere on that list would be “to take their parents for Hajj”.
What We Did: That insight became the story of our Hajj collection film. It showed how Skechers’ Hajj Collection’s promise of comfort and ease allowed a young man to keep his promise to his mother.
Context: Remember that feeling when you got new shoes before school started and suddenly every hallway, staircase, and mirror became a runway? Apparently, kids still get those same zoomies.
What We Did: For Skechers, we turned that energy into a Get Ready With Me story. We followed kids as they “practiced” all the ways their new Skechers kicks would steal the show, from kicking living-room goals for recess prep to sprinting down hallways like it’s sports day. Because with Skechers, even the practice lap is worth showing off.
Context: The original thought was something else, but a last minute rejection from one of the Ministries meant that we had to completely change the idea all together.
Fun part? The crew was already in Saudi, the shots were finalized and National Day was in 2 days.
But as you can see we kind of pulled through, after 3 or 4 scripts around midnight.