Client: Allianz Ireland - Pet Insurance
Agency: Starcom, part of Core
Date: 2023-2024

Take care of your pets the way they take care of you
This campaign went beyond traditional tactics and stunts; it marked a fundamental shift in how Allianz connects with its audience.

Client: KFC Ireland
Agency: Core Creative
Date: 2023

KFC’s new Zinger Chicken Fillet Mór is an even more Irish twist on an iconic Irish sandwich. And to celebrate its launch, we wanted to celebrate the culture of the country that gave birth to it. So we gave customers at our Parnell Street restaurant the chance to get more if they ordered in the Irish language. We used some carefully selected Irish influencers to alert loyal fans to our new menu hack on social – gave our staff a quick crash course in their cúpla focail – and then rewarded our gaelgoirs with a free order of fries alongside their deliciously moreish chicken fillet roll.

Client: KFC Ireland
Agency: Core Creative
Date: 2020

In 2020, KFC launched their new take on the Irish Icon: the Chicken Fillet Roll…

Awards: Effie IRL - Silver - Product Innovation

Client: KFC Ireland
Agency: Core Creative
Date: 2021

Over the past year, Ireland has endured one of the strictest COVID-related lockdowns in the world. With dine-in restaurants closed and strict travel restrictions in place, KFC urgently needed to promote their delivery offering.

They asked us for an idea that celebrated the joy of sharing food and situated it in a distinctly Irish context. So we created an outdoor campaign that showed how KFC delivery could bring a restaurant experience to your home – by using clever photography to turn three ordinary Irish homes into drive thrus.

Role: Concept + Art Direction
Photography: Liam Murphy

Awards:
2022 - ONE SHOW - Shortlist Print
2021 - Kinsale Sharks 3x Bronze - Print & Outdoor
2022 - ICAD - 4 x Silver - Print Outdoor

Client: KFC Ireland
Agency: Core Creative
Date: 2022

Cultural Insight:
We know that KFC has a certain sense of guilt and shame associated with it here in Ireland -even more so than other QSRs who have repositioned. Right now, we’re seen as somewhat of a guilty pleasure.

The Campaign:
Our food is so delicious that our customers will drop anything to eat it – no matter what circumstances they happen to be in.

Awards: 2023 Kinsale Shark - Bronze - Comedy Direction

Client: RB - Durex
Agency: Havas Worldwide Middle East
Date: 2019

The Brief
In an extremely conservative region, Durex Arabia has a hard task in reminding people what they stand for: good sex. A human insight – conservative or not – is that people celebrate big events, celebrations, wins, and more, with sex. So we came up with: Durex Celebrations.
365 days in a year. 365 reasons to celebrate.
Some may be more obvious reasons, like New Year. Some may be less, like International No Pants Day.
The point is that no reason is too big, too small, too significant, or too irrelevant to celebrate the best way we know how: with sex.

Role: Concept + Art Direction

Awards:
Cannes Lions 2020/2021 - Shortlist
Effie MENA 2021 - Silver
Dubai Lynx 2021 - 2x Bronze
Silver Lisbon Ad 2020
Crystal Ad Stars 2020

Client: Energia
Agency: Core Creative
Date: 2023

Energia is the proud sponsor of the AIL and IRFU
2023 was a great year for Irish rugby with the Rugby World Cup qualification, Energia wanted to pay tribute to the people behind Irish rugby and support the team on their way to Paris before the World Cup.

Client: KFC Ireland
Agency: Core Creative
Date: 2023

Celebration of St Patrick’s day 2023, with our Irish Icon, the KFC Chicken Fillet Roll

Awards: Gold - Radiocentre Ireland

#WomenOfChange

MAGGI Diaries – a campaign to inspire, and raise awareness for women in the region who are making a difference – has established itself as one of the most instrumental brands for female empowerment in the Middle East. After effectively targeting 78% of Arab mothers and housewives in its first two seasons, MAGGI needed a way to engage those with the propensity to actively engage for change in the region – new age millenials.

Client: Nestle Middle East - Maggi Middle East
Agency: Publicis Middle East
Date: 2017
Role: Art Direction

Client: Trócaire
Agency: Core Creative
Date: Dec 2020

The brand: Trócaire is the Irish language word for “compassion”.
For almost 50 years Trócaire has put the compassion of Irish people into action.
Since 1973, Trócaire has been challenging injustice and providing support to people living with its effects. From civil wars in Central America to the campaign to end apartheid in South Africa, Trócaire has been vocal in speaking-up on behalf of the oppressed and marginalised.

Role: Concept / Art Direction
Awards: Effies Ireland 2021 - Bronze

#DurexCelebrations

Client: Reckitt Benckiser - Durex Arabia
Agency: Havas Worldwide Middle East
Date: June/July 2018
Awards:
Loeries Awards - Shortlist (Social Media) 2019
Dubai Lynx - Silver (Healthcare) 2019
Effie MENA- Gold (Healthcare) 2018
Role: Art Direction / Copywriting

Have Them All
FOMO - Fear Of Missing Out
It is the story of a confused protagonist that is not sure whether she should go for desserts or chocolate, her stress builds up. A KitKat Mini Moments Desserts break allows her to snap out of indecisiveness by mixing chocolate and desserts so that she can have it all.

Client: Nestle Middle East
Date: April 2018
Directors: Michael Roulier & Philippe Lhomme
Agency: Publicis Middle East
Role: Concept / Art Direction

For You, For Real
Veet Product Launch

Client: RB - Veet Arabia
Agency: Havas Worldwide Middle East
Date: 2019

Across the world, a girl’s teen years are filled with many changes, and this is more apparent for girls in Saudi Arabia. The new generation of young Arab girls are more vocal, opinionated and independent in their choices than ever before - especially when it comes to the brands they use and associate with.

Client: Durex (RB)
Date: 2019

The Insight:
Durex stands for Real Sex and body acceptance.But the imagery used on other markets can’t be used in the Middle East.

The Idea:
So on the international “Body Acceptance Day” we’ve decided to use a different kind of icons: Emojis.They are used to represent sex but each sex is different. Not peach perfect.

The Campaign:
With a series of posts we introduced our partnership with UniCode and our new edition to the eggplant and peach emoji. We realeased on social the 13th of February across different platforms, Facebook, Instagram and Twitter.

Durex White Friday Sale on Souq.com
Digital campaign

Client: Reckitt Benckiser - Durex
Agency: Havas Worldwide Middle East
Date: Nov 2018

The Brief
Increasing e-commerce sales on Souq.com during the Black Friday (Called White Friday on Souq.com).

Role: Concept / Art Direction
Awards:
Effie Mena 2019 - Silver - Small Budget
Effie Mena 2019 - Bronze - Seasonal Marketing

My life isn’t amazing but the small details make it funny, I think that’s what Insta Stories is all about, insignificant but funny slices of life, sharable, snackable and fun.
Date: 2016 to 2018

Backstory
I’ve started my travel journal 2 years ago, It takes a lot of time (30min per day at the end of the day), it’s super anti-social sometimes and super social some other times (like when your sketching in a cafe and people ask you what you’re drawing), but it keeps your memories much more detailed and vivid than instagraming, no #besttimeofmylife, no #Placeyourcityhere, no #Blessed.

Silence
Print and Social Media

The Insight: The Pakistani market doesn’t trust the efficiency of the product if they don’t see dead bugs/mosquitos
Client: Reckitt Benckiser - Mortein
Agency: Havas Worldwide Middle East
Date: Dec 2018
Role: Concept/Art Direction/Copywriting

Client: Always
Date: Jan 2020
Role: Concept/Art Direction

Chicken stock with a layer of fresh herbs
Product Launch

Client: Neslte Middle East - Maggi
Agency: Publicis Middle East
Date: Septembre 2017
Director: Niels Lacroix
Role: Concept / Art Direction

Why Say No?
Saudis love their Arabic coffee. In fact, they love it so much that they instinctively say no to NESCAFÉ Arabiana instant Arabic coffee.The common argument – because it’s instant it can’t taste as good as Arabic coffee made the traditional way.But was taste really a barrier? No! Because when they try NESCAFÉ Arabiana they actually love the taste and many can’t even tell it apart from traditional Arabic coffee.
Still, the “no’s” kept coming.

Client: Nestle Middle East - NESCAFÉ Arabiana
Agency: Publicis Middle East
Date: 2016
Director: Omar Hilal
Award: GOLD EFFIE MENA - FMCG - 2016
Role: Concept / Art Direction

You can’t fake Italian
Is there a better and more entertaining way of proving that NESCAFÉ Cappuccino Italiano is the most authentic italian cappucino than by showing that you can’t fake being Italian?

Client: Nestlé Middle East - NESCAFÉ
Agency: Publicis Middle East
Date: 2017
Role: Art Direction

STRAIGHT UP CLASSIC
Client: Reebok Classic
Agency: Havas Worldwide Middle East
Date: 2018

The Brief
Stand Design and concept for Sole DXB event

About SOLE DXB
Sole DXB is a three-night cultural festival, and one of Dubai Calendars big events of the season, will return to the UAE once again, with a roster of events relating to hip hop, fashion, art and basketball.

The event will see activations from popular sporting retailers including adidas, Reebok and Puma, with launches that include new offerings from Reebok Classic new Aztrek.

Role: Concept/Art Direction

Client: Proactive Nat Geo
Date: April 2019
Role: Concept/Art Direction

The Idea:
Create a game to raise awareness on a very sensitive subject that is ocean plastic pollution and the urgency of acting on it.
Potential collab between Nat Geo and Hasbro.

Client: Nana - Essity
Agency: Havas Worldwide Middle East
Date: Oct 2019
#BloodyProud
Role: Concept/Art Direction

National Geographic Abu Dhabi - Planet or Plastic?
Client: National Geographic Abu Dhabi
Agency: Havas Worldwide Middle East
Date: Nov 2018
Role: Concept/Art Direction

Nescafe 3in1 is a very popular beverage among the arabic youth.
It’s the best combination of sugar + coffee + cream.
To engage with our target audience we came up with an online tool where
they could create the perfect emoji for every situation.

Client: Nestle Middle East - NESCAFÉ Arabiana
Agency: Publicis Middle East
Date: 2016
Role: Concept/Art Direction

RedBull Paper Toys Illustration
Illustration Invitation BCOne

Client: RedBull
Agency: Mullen Lowe MENA
Date: 2014
Role: Art Direction/Illustration

Left over Box
Maggi Diaries episode Season 4

Client: Neslte - Maggi Middle East
Agency: Publicis Middle East
Date: 2017

#DontBeShy
The proverb and the story behind it are both very famous in middle eastern countries. When a group of naked women were trapped by fire in a public bath. The women trapped inside were left with two choices. Either to go out naked or perish in the fire and preserve their honor.
Role: Concept/Art Direction/Illustration