Bayt.com
ECD: Milos Ilic
AD: Daryl Villanueva
Illustrator: David Foldvari
This started as a little cartoon series in my journal which evolved into a campaign for Bayt.com - a leading job search platform in the Middle East.
Pedigree Puppy
TBWA\RAAD Dubai
AD: Daryl Villanueva
Photo: Andreas Franke
Madrasati TVC
I’m going to school today
The Palestinian students face some unique challenges, and school's one place they can find some stability. Basically - kids with healthy community, education and opportunity that creates, are less likely to get pulled into a terrorist group.
As writer and creative lead, I worked directly with the Royal Hashemite Court and Her Majesty Queen Rania of Jordan, to launch an education initiative for Palestine. Madrasati means "my school" in Arabic. It's a non-profit focused on improving education and school infrastructure across the Middle East.
TBWA\RAAD
ECD: Milos Ilic
AD: Kris Balerite
Co-writer: Joelle Zgheib
Production: Th1ng, London
Director: Will Barras
Axiom Mobile
We finally found common ground by using Axiom services and phones to re-write iconic Hollywood film scenes that people across MENA would recognize and love. We launched with Braveheart. I wrote the first script, Tuan took it into production and continued with “Call the Fockers” and a few others.
Comedy's a tough sell in the Middle East. It's incredibly easy to offend people, a lot doesn't translate, and it should resonate with both western expats and the conservative Saudi audience with wildly different comedic taste.
TBWA\RAAD
Copy: Me, Tuan Le
AD: Danillo Villanueva
CD: Malek Atassi
ECD: Milos Illic
One of these…
Slayed the Effies till a media glitch got us disqualified. One has an lost-in-translation prostitution story. One features art from The Matrix concept artist. And one got to hang out on Lee Clow’s wall for a while. Most are a slice of something bigger, cause one-offs are silly.
