The original idea was to collaborate with Arab football legends. But as a football fan, I had to disagree. In the Arab world, the true football stars are the commentators, not the players. So, if we really wanted to make noise during the World Cup, there was one obvious choice: Issam Chaouali.
The concept was to have him use football terminology to cleverly describe Hyundai's features and technologies. Writing those scripts required a rare combination of skills: copywriting, deep knowledge of the cars, and an even deeper knowledge of football. I happened to be all three.
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Dookan
Lebanese street food in Paris
Role: Concept development · Art direction · Copywriting
When you think of Lebanese food, it's usually a traditional dining experience with lots of mezze (the Lebanese version of tapas), beautiful interiors, and all the traditions that come with it. This brief was different. It was about Lebanese street food, targeted specifically at the Arab diaspora in Paris. The client told me: "I want people to feel nostalgic. I want this to be somewhere they can stop by every day, not somewhere they save for weekend brunches."
I started with the art direction. I developed a collage-inspired visual language with bold colors, cutout photography, ripped-paper textures, and playful typography that instantly brings the 80s and 90s back to life. I wanted to appeal to the child in them — because that child would choose a falafel wrap or a sfiha baalbakiyye over just about anything, any day of the week. That same feeling guided every part of the branding, from the concept and art direction to the copy.
HD images to be provided.