Campaigns & Content
Integrated campaigns, hero films, and the content systems around them. The rollout has a shape, not just a hero asset.
Most campaigns die because the rollout has no plan. A great hero film, a deck of social posts, and no logic connecting them. We build campaigns the other way around: a system first, the assets within it.
What we deliver
Integrated campaigns. Concept, narrative, hero films, social-first cutdowns, and the supporting content system. Built to roll out across owned, earned, and paid channels with a coherent voice.
Hero films and content series. A central film with a sustained content programme around it. Recent work includes Careem, MAD Impact, and the UAE Space Agency.
Seasonal and platform-native content. Ramadan, National Day, year-end. Content built for the moment and the platform, not retrofitted from a hero asset.
Always-on content programmes. For organisations that need a steady flow of content, not a quarterly campaign. Built around a clear editorial line.
How we work
We start with the message, not the media. Once the message is right, we work backwards to the assets and channels that carry it. A campaign running across Instagram, LinkedIn, and out-of-home is three different writing problems, not one. A shared message, delivered to channel-specific audiences.
For each campaign we assemble a bespoke team that could include a strategist, a writer-director, a producer, and the channel specialists the brief calls for. The team that pitches the campaign is the team that delivers it.
Recent work
A graduate recruitment campaign for the UAE Space Agency.
Careem MENA Ramadan campaign with hero film and platform-native variants · Online advertising for Careem · UAE Space Agency programme content and graduate recruitment campaign.