Ahmed Osama

Al Habtoor Motors · Automotive

Mitsubishi UAE

In a market built on price, specification and offer, Mitsubishi UAE needed a reason to be felt, not only compared.

Poetry In Motion was the brand’s first campaign built on emotion. A Mitsubishi Outlander travelled 744 kilometres across all seven emirates while an AI camera turned the road into original poetry. The campaign was shortlisted at Effie Awards MENA 2025.

My role
Integrated Account Manager — account lead
Personal craft
Shot and edited the behind-the-scenes film
What I ran
  • Campaign development
  • Category research
  • Integrated delivery across creative, paid media and PR
  • Reporting and performance analysis
The Poetry In Motion key visual — a Mitsubishi Outlander parked at a mountain viewpoint at blue hour, the campaign title above the ridgeline.
  • 16.7MimpressionsPoetry In Motion — Mitsubishi UAE, social
  • 1.7MreachPoetry In Motion — Mitsubishi UAE, social

The campaign

Poetry In Motion

A Mitsubishi Outlander drove 744 kilometres across all seven emirates and wrote poems about what it saw — the brand's first campaign built on feeling rather than offer.

The business problem

Mitsubishi UAE had spent years competing in the language of value: price, features and offers. That language is necessary, but it is not ownable. For Eid Al Etihad, the opportunity was to build an emotional territory around a car that has been part of the UAE's landscape for years.

Where the idea came from

The brand-love direction came from my account director. The poetry-camera execution was developed with our creative director. I was the account lead responsible for turning that direction into a campaign the client, creative team, media partner and PR partner could all deliver together.

What I owned

I led the category research, the account and the integrated delivery. I aligned the partners around one campaign, kept the production within the client's cost expectations, and when the existing setup was not delivering the standard the campaign required, I pushed for the resourcing structure to change.

How it was made

We mounted an AI poetry camera inside a Mitsubishi Outlander and drove 744 kilometres across all seven emirates. The camera read the landscape and wrote original poems from what it saw. We then turned those machine-written poems into a hand-bound book, with an embroidered cover and pages folded and stitched by people.

Why the object mattered

The book held the campaign's central tension in one object: a machine observing the country, and people giving physical form to what it wrote. The technology created the surprise; the human craft gave it meaning.

My personal contribution

I shot and edited the behind-the-scenes film on my phone. It was not the core campaign idea, but it gave the process a useful second story and showed the making of the work without adding a separate production budget.

Changing the social direction

I had repeatedly recommended using real creators in Mitsubishi's social content. To make the case tangible, I produced a Ramadan film and appeared in it myself. The brand adopted the direction and continued using it after I left the account.

Watch

Poetry In Motion — the campaign filmThe campaign film. A car reads the road and writes poetry about it.
Mitsubishi UAE — Poetry In Motion CampaignThe behind-the-scenes film. I shot it on my phone and cut it myself — one-man crew.
The Poetry In Motion book resting on a rock in desert sand at night, its cover hand-embroidered in red, black and gold with an Arabic title inside a central diamond.
Six views of the book open on the sand — spreads titled Abu Dhabi and Umm Al Quwain with a falcon and a palm, printed poems facing illustrated pages, and hands turning the paper.

Always-on

Social content

Every piece, across every brand

Recognition

  • Poetry In MotionEffie Awards MENA 2025I led the account on the first brand-love campaign Mitsubishi UAE ever ran, and held the creative, paid media and PR partners to one campaign.
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