Insha Arif

  • Project: Skechers 2025
  • Certified by Kids
  • Brief: We’ve got shoes. Kids need them for school. Let’s go!
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.
  • Project: Skechers 2025
  • GRWM ft. Skechers
  • Brief: We’ve got shoes. Kids need them for school. Let’s go!
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.
  • Project: Skechers Hajj Collection 2024
  • Journey of a Lifetime
  • Brief: About a few weeks into my new job, my creative director comes out of the meeting room with a, “Insha, can you come in for a second?” I go in, and it’s him and the art director sitting around a table after just being told by the client that “even if it’s just a product catalogue ad, we still want there to be some storyline”.
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.
  • Project: Dabur Fruitamins
  • What’s Your Flavour
  • Brief: Hey guys, we have this hair conditioning mask cum hot oil therapy product that we’ve already launched but just want to sort of create a buzz around it on TikTok.” “No issues, is there a USP we can highlight?” “Yes, we call it a hair smoothie and you can use it in 3 ways.” “Say no more.”
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?
  • Project: Carrefour KSA
  • Saudi National Day 2024
  • Brief: Saudi National Day. That’s it. That’s the brief.
  • Project: Reliance Jio
  • 5 Year Anniversary
  • Brief: One of the largest telecom companies in the world is celebrating its 5th anniversary. What are you going to do about it?
Context: Ngl, this was a big one. If you know anything about the Indian economy, you’ll know just how massive Reliance Jio is, and the effect it has had on not just people’s personal lives, but also another companies that are heavily reliant on Internet to work. Think Amazon, Netflix, Zomato, Uber, META – literally everything and anything. 
What We Did: So that’s what became the basis of the anniversary video. The Jio Effect. We showed how Jio has massively contributed to the collective psyche and behvaiour change in a country of a billion plus people. How we browse the net, the way we make calls, the way we work or study, or shop, or entertain ourselves – everything changed. With almost 1 Million impressions and after trending on Twitter for a bit, I’d say we were able to send that point across.