Integrated, reliable navigation came late to the Middle East, and with so many expats exploring the region it’s easy feel lost - both in a literal and metaphoric way.

They say don’t put radio in your book. No one cares. Fuck that, I love these. If you wanna know how I tick when I’m writing from my happy place, give ‘em a listen. For context, Sheik Zayed Road (main freeway through Dubai) is one of the deadliest routes in the world, and some of the most innocent distractions are the biggest killers. So we did this PSA for the dealerships.

TBWA\RAAD Dubai
Writer: Me
CD: Fouad Malek, ECD: Milos Ilic
Production: Eardrum Australia, Director: Ralph Van Dijk