Advertising

Using the right media strategies and communicating an effective message through the right channels is something that was taught to us. It was the bit about creativity that I had to struggle through. Often I see that creativity cannot be developed in a peaceful 1-hour sitting. There's a lot of research that goes on behind a campaign plan.

I've also convinced myself that I need to step out of my comfort-zone to create groundbreaking ideas. A consistent pattern that I have adapted to and observed over the years is my ability to build onto something playful, controversial, heated and risky - but in a good way. A good challenge has always scared me but as I read into myself, I identified a hunger for more tangles to unravel.

Here are some campaigns I've worked on during my time at

Middlesex University Dubai.

GLOBAL GOALS WORLD CUP

ONE BRIEF, THREE CAMPAIGN CONCEPTS

We were tasked with developing a creative brief with limited information provided to us. We had the freedom to establish campaign objectives for GGWC and determine what they aimed to achieve which was to raise awareness of gender disparity and challenge norms with strong focus on related CSR initiatives.

What made this campaign remarkable was the need for primary research, including focus groups and online surveys, to define these objectives. This proved to be valuable experience as I learned how to conduct research, analyze data, and create a well-organized campaign.

Rather than settling on just one or two ideas, we generated three 360-degree distinct concepts. This decision allowed the client the freedom to choose the most suitable approach. From these ideas, I crafted tailored strategies and PR tactics, such as influencer profiles and press releases.

SHAHID

CAMPAIGN PLANNING

I'm proud of the #LookingForward campaign, which my team of two members and I established. Our mission was to create an agency, conduct research on the brand SHAHID, and develop a creative brief. We worked on executing the idea, logistics, and PR tactics.

What set our campaign apart was my concept for the YouTube advertisement, the Snapchat filter, and an emotionally-driven approach throughout the entire campaign.

Additionally, I took part in the Dubai Lynx with another campaign concept. It was a thrilling challenge as I managed to create a campaign plan within just two days. This experience demonstrated my ability to work under pressure and trust my instincts.

LEVI'S

SDG-FOCUSED CAMPAIGN

Working on this project was not only enjoyable, but it also happens to be my favorite piece of work thus far. Since it was an individual effort, I had complete control to plan meticulously and execute flawlessly, sticking to the plan down to the last detail.

I have always believed in incorporating a beneficial aspect or adding an extra touch to each campaign. In the Different Together campaign, I integrated a Sustainable Development Goal, which is always advantageous in terms of maintaining the brand image.

MAC x AMONG US

COLLABORATIVE CAMPAIGN

This project garnered positive feedback and left a lasting impression on most of my peers!

Our task was to craft a campaign that included creating fitting influencer profiles and a targeted press message for the chosen influencer.

I've always had a knack for going above and beyond, and this project was no exception. I'm thrilled with the outcome because I tapped into a trend, collaborated with a popular TikTok creator, and partnered with a brand renowned for its commitment to diversity and inclusivity, particularly in the region.

ADIDAS

BACKGROUND PORTFOLIO

This project marked one of my initial collaborations with a classmate. It revolved around an Adidas client brief aimed at increasing women's participation in sports.

Taking a simple yet empowering approach, I conceptualized a campaign and documented the brainstorming process. Here's an example of an ad I personally designed, which we intended to include in this specific campaign.