Insha Arif

This section is, to quote Green Day:

 

I walk a lonely road
The only one that I have ever known
Don’t know where it goes
But it’s home to me, and I walk alone

 

I walk this empty street

On the Boulevard of Broken Dreams
Where the city sleeps
And I’m the only one, and I walk alone​

 

Basically, all the ideas and promises that were sent to their deaths.

  • Project: UAE Tour
  • Brief: The brilliant UAE Tour was about to have its 7th Edition of the race. They wanted branding and campaign concept that drew parallel between the 7 emirates of the UAE with the 7th edition, paying homage to the strength and unity of the nation.
Context: Generally, sporting or athletic campaigns are about individualistic wins because that’s what competing is about. Tying that to the unity and strength of a country seemed counter-intuitive. Until we learnt about cycling.
What We Did: We deep dived into cycling, and came to terms with terms like drafting, lead outs, pulling and more. And used our newfound knowledge to devise the special edition identity and MarCom theme.

Under the key communication theme of ‘Legacy of 7’, we crafted slogans that would resonate with the profound symbolism of the number 7, representing the strength and cohesion of the 7 emirates as they come together in this landmark 7th edition of the UAE Tour.

We lost the pitch, but it’s been one of my most favourite works to date.

  • Project: Quoz Arts Fest
  • Brief: Pretty straightforward brief, as far as I remember. Quoz Arts Fest was having another season, and they wanted to see a social communication plan for it.

What We Did: Our main theme for the comms was ‘Art for All. All for Art’, emphasising the accessibility of art in all its forms. 

My favourite piece of content from all of this were the “Lost & Found” stories where we’d have taken items lost or left behind at the festival to create everyday art, while also informing people of the items found.