About me

I like trouble, making stuff, and learning languages. I currently speak French, English, Arabic and Spanish. Help me pick the next one...

QuestionsProjectsExperienceTeam

Projects

• 24

  The King of InternetNew York Festivals Finalist - Internet in Lebanon is the slowest! Especially in remote villages. To advertise Connect’s fast wireless broadband, we inaugurated “The King of Internet”. The pop-up DVD store that sold... not films... nor series... but Internet content!
• Eat ResponsiblyNew York Festivals Finalist - KFC's delicious chicken is so irresistible that in some situations it can become... dangerous. Eat it responsibly. Don't KFC and drive.

Projects credited in

• 5

  THREE: FEEL AT HOMECHALLENGE We needed to show that Three is the only network that enables their customers to use their phones abroad in 16 countries at no extra cost. STRATEGY We noticed that when people are on holiday they love nothing more than bragging to people back home about their holidays (the sunsets, the beach feet, cocktails, the plane wings, the travel selfies...) By liberating our customers to use their phones abroad at no extra cost we realised that we would be adding to the epidemic – we needed a campaign that could tackle the problem we had inadvertently created. CREATIVE A spoof public apology to the nation on behalf of our happy customers who are now using Feel at Home to post holiday spam abroad at no extra cost. The apology was made public through TV, online films, outdoor, print and social media. Post apology we then made a concerted effort to clean up our mess through a social media outreach campaign featuring a ‘tag a bragger’ competition. RESULTS RESULTS Amongst existing Three customers using free roaming 36% ahead of Q2 target. Amongst new customers there has been a 125% proportional increase in data roaming abroad. Footfall up 3.9% in the month of the campaign vs. last year arresting a downward trend. Online net sentiment score of +42 (on a par with Sing It Kitty and The Pony).
• 2

  Three - Feel at Home campaign

Work history

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Senior CopywriterTBWA\Raad
Feb 2019Dubai, United Arab EmiratesFull Time
Senior CopywriterLeo Burnett
May 2017 - Sep 2018Beirut, LebanonFull Time

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Skills

• Advertising
• Film
• TV
• Print Design
• Art Direction
• Design
• Avid Media Composer
• Illustrator
• Indesign
• Office
• Photoshop
• Powerpoint
• Word
• Premiere Pro
• Copy Crafting
• Copywriting
• Storytelling
• Brand Storytelling
• Marketing Strategy
• Keynote
• Social Activation
• Social Advertising
• Brand Activation
• Campaign Activation
• Photography

Education

Creative AdvertisingSchool of Communication Arts 2.0
Sep 2013 - Aug 2014London, United Kingdom
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MastersSup de Pub / Groupe Inseec
Sep 2011 - Aug 2014Paris, France
Masters in Copywriting

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Awards

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FinalistNew York Festivals Awards
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FinalistNew York Festivals Awards

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