CRAFT TILL IT HURTS.

Unseen Tears

Homecentre believes that every child deserves a home. But the stories of orphan kids are often not noticed because adoption is a taboo in the Arab world. So, Homecentre decided to bring their stories to light through their tears. Tears can express what words cannot. To tell the painful stories of orphan kids who often remain unnoticed, we used their dried tears. Each tear has a different topography that reveals the emotion behind them. The dried tears of the kids were photographed under a microscope and classified as tears of longing, tears of separation, tears of loss, and so on. Each tear revealed a story that was hidden from the world, inviting people to open their hearts and their homes to orphan kids.

The birth of your baby is likely to be one of the most important events in your life. Whether you have a scheduled caesarean or free birth, it is a precious moment of your baby's journey into this world. These seconds unpack happiness in its most unadulterated form. This happiness hides behind the strength of a women as she gives birth. Colgate has always stood for smiles, but for the first time wanted to capture these rare inner smiles of strength.

Chai – the Indian and Pakistani word for tea with milk is the most popular drink in the sub-continent. Chai is to Indians and Pakistanis what coffee is to the Italians. Indians say their chai is the best. Pakistanis say their chai is the best.

Milaap ¬– the Hindi and Urdu word for ‘unity’.

Chaiwala – tea seller

Rickshaw – hand pulled or pedal-driven bicycle carriage

What the world knows as India and Pakistan today, was one nation under British rule. In 1947, the colony achieved freedom from the British, but at the cost of being divided into India and Pakistan. Since then, the two nations have been rivals for 75-years.

But they are still united by centuries of shared history and culture – from languages and art to movies, music, cuisines, cricket passions, etc.

The streets scenes of India and Pakistan look almost the same – from roadside

The traditional Arab woman’s dress – or Abaya – is seen as a vehicle of conformity. But this is only part of the story. While it does fulfil its function of allowing its wearers to remain modest within the cultural and social context of the Gulf, it is also used by women not to hide their individuality, but to help them express it. Our brief from The Cartel was to dramatise, through a bold new design language, how the Abaya combined with a select choice of accessories had the power to make the ultimate fashion statement and help those who wear it stand out.

Habanero chili peppers are known to be one of the hottest, and only a tiny drop of Habanero sauce can spice up any dish. So, to promote American Garden's new Habanero sauce, we created a series of 10 miniature books, illustrating stories of minor events, blunders and mistakes that ended up having huge consequences on the world. Each book was created by a different artist. These books and a sample of the new sauce were sent to American Garden's existing customers in the hospitality industry (restaurants & catering specialists) in the UAE as well as Chefs and food bloggers.

Print ads created for Audi in Switzerland, each ad was created using postage stamps from different countries from all around the world.

The One posters were adapted from various churches and mosques around the world. The Byzantine mosaics of Palatine Chapel of Italy were merged with the Girih pattern mosaics of Bibi Khanym Mosque in Uzbekistan. The stained glass windows from Selimiye Mosque in Turkey were merged with Cocteau’s stained glass windows of Église Saint-Maximin de Metz in France. The doors are inspired by the Hasan 2 Mosque of Morocco and San Augustin Church of Philipines. And the calligraphy has been brought together from the inscriptions on Wazir Khan Mosque in Pakistan and St. Martin's Church in England. Elements of both religions from different corners of the world were brought together on a poster which also became a sleeve for the One Book, a book that shows the similarities between the teachings of the Bible and the Quran.

Series of illustration posters done for a short film “A Tree in the Sea”.

The Life Saving Scarecrows employed simple design elements that directly spoke to our target audience. The 8-foot-tall scarecrows incorporated a lightning rod to channel lightning into the ground and create a safe zone for farmers in the event of a storm. Designed to reflect daily rural life, the Life Saving Scarecrows also became cultural focal points for each village. They became representative of each rural area. The structures themselves were environmentally friendly and created out of recycled scrap metal. Each Scarecrow had a lightning rod, copper coil, copper cable and ground rod to safely earth any lightning strike. By partnering with local authorities, farmers were also educated about how the Scarecrows worked and what they could do to protect themselves during storms.

On the UAE’s 44th National Day, we turned people’s love for the Emirates into the symbol of the nation. As Mall of the Emirates visitors spoke about their pride for the UAE, a voice-activated printer converted their words into the UAE Flag, all in real-time. Then, the Flag was mounted and taken across the Emirates in a show of unity.

Working on Mall of the Emirates as a senior creative for past 5 years, have worked across various 360 degree campaigns including film, print, outdoor, digital, social and on-ground activations, etc

Films created to promote the Stollen Charity Cake Event by Mall of the Emirates for the children with special needs.