Case studies

Three brands, in full.

A destination, a car brand and a cinema chain. Each case shows the business problem, the part I owned, how the work moved across teams and what happened after it launched.

The Global Village gate at dusk under falling gold confetti, with a crowd filling the square in front of it, phones up.

Destination marketing · Dubai Holding EntertainmentGlobal VillageHow I joined mid-season, built an operating system around a 14-person content hub and aligned creative, social, paid media and PR around one of the region's largest destination brands.90M+ reach · 140M+ impressions · 2M+ engagements14in the content hub5,000+social assets deliveredGo inside Global Village

The Poetry In Motion key visual — a Mitsubishi Outlander parked at a mountain viewpoint at blue hour, the campaign title above the ridgeline.

Automotive · Al Habtoor MotorsMitsubishi UAEHow a value-led automotive brand moved from price and specification to poetry — and how the campaign became an Effie MENA shortlist.16.7M impressions · 1.7M reach · Effie MENA shortlist16.7Mimpressions1.7MreachGo inside Mitsubishi UAE

A wall of the eleven film posters from the premieres run at Roxy Cinemas, including Deadpool & Wolverine, Dune, Bad Boys: Ride or Die and the two Egyptian releases, Sheqo and X Mirati.

Cinema and live entertainment · Dubai Holding EntertainmentRoxy CinemasHow premieres, creators and live football helped position Roxy as more than a place to watch films — and beat revenue targets for six consecutive months.150% social growth · 12 premieres · 23.4% market share on Bad Boys: Ride or Die150%increase in reach, impressions and engagements12movie premieres managed with Roxy CinemasGo inside Roxy Cinemas