Facts
More than 80% of our ocean is unmapped, unobserved, and unexplored.

Insight
When asked to draw the sea, most individuals, especially children, depict only the surface—wiggles for waves and a sun.

Tension
Despite living by the sea, people in the Middle East lack a true understanding of it and its marine life.

Challenge
How do you get kids to care about marine life when they barely know it?

Brand role
SeaWorld’s mission is to educate the next generation about the ocean.

Idea
Draw Me the Sea – A social experiment by SeaWorld Abu Dhabi.

Yas Island Abu Dhabi – the Middle East’s ultimate entertainment destination – needed to promote its wildly fun island. In a world getting a bit more stressful, who better to inject humor than Ryan Reynolds? So, we named him our Chief Island Officer.

We created engaging, multi-channel content of Ryan doing what he does best: being ridiculously funny. Leveraging the buzz around his upcoming Deadpool & Wolverine movie, we executed an on-ground activation to reinforce our partnership.

By tapping into this key moment in Ryan’s popularity, we smashed booking records harder than a Deadpool punchline. Who knew being ridiculous could be so effective?

2x SILVER @ MMA SMARTIES 2024
SILVER @ MENA Effie 2023

Challenge
How do you triple your sales in one of the most competitive markets in the UAE - The Annual Passes?

Insight
Every kid in a theme park is having their Best Day Ever. So if a parent could give this to their kids every day, who wouldn’t?

Idea
BEST DAY EVER - FOR THE WHOLE YEAR

Execution
We’re following the same kids through various experiences, parks, and days, each having their “Best Day Ever”! The voiceover is struggling to keep up with our kids until he realizes what’s happening..

SILVER @ MENA Effie 2022

Background
NESCAFÉ ICE is a coffee mix - enjoyed cold, and prepared with milk and ice cubes. It's targeted at young Saudis (16-24 year olds). They’re ambitious, trendy and cool. Because they’re all on social media, they’re striking a balance between being very traditional and global citizens at the same time.

Challenge
How to stand out in a world where they're exposed to so much qualitative and entertaining content?

Insight
Cultural insight: Hip-hop is on the rise in Saudi. It became the first global music genre listened to and created by the Saudi youth; the NESCAFÉ Ice audience. This is what would inspire us to create just as entertaining content.
Target insight: Our target goes through a lot of hours of studying as well as not only keeping up with, but setting trends. This needs focus and staying refreshed during hot Summer Saudi days.

Idea
BE ICE!
But …what…does that… mean?
ICE cools you down, coffee keeps you focused.
Being ICE is when you’re cool, self-confident and unapologetic. It’s about choosing what’s cool for you. It’s about being comfortable in what you enjoy. It’s about not answering to anyone else. It’s not conventional. It’s yours to own.

Execution
We created a really cool piece of content to show exactly what that means. A music video. A track. A mood. Using the codes of the most known content they are used to watching, we developed a retro, surreal, rhythmic world of ice for viewers to get lost in.

This mood was extended across social content, lenses and hampers as everyone was encouraged to taste and BE ICE.

Background
Subway aims to create an emotional piece of content for Ramadan. The film will showcase the brand and also feature their product, the Subway Mega SubBox, a sharing box ideal for gatherings.

Insight
In GCC we grow up not knowing our neighbors sometimes. Everyone lives a secluded life. Two people who can have a lot in common might grow up meters away and yet never meet. Sharing a meal with these people may allow you to get to know them and gain a lot more friendships.

Idea
THE MORE YOU SHARE, THE MORE YOU GAIN.
Because sharing a meal with new people during Ramadan is about more than just food

Execution
A feel-good film based on a strong regional insight

Digital, Motion, Viral

WINNER - cat. Creative @
Meilleur du Web 2017
WINNER - cat. Campagne Online @
GRAND 2017
SHORTLIST - cat. Creative Film @
GRAND 2017
SHORTLIST - cat. Buzz @ MeilleurdelaPub2017

Background
HES-SO Valais Wallis is a college in the heart of the Swiss Alps.

Challenge
How do you make a school stand out when it isn’t in the bustling city centres like the other colleges in Switzerland?

Insight
HES-SO Valais Wallis’s location is actually perfect. It might not have the city - but it’s got the Alps. And the Alps come with all sorts of unique opportunities and activities.

Idea
Taking something as simple as transport to school, we owned how HES-SO Valais Wallis was different to the other schools because of its location.

Brief
Create awareness for Subway's new Series Menu - six pre-made subs that - for the first time - can't be customized.

Insight
The Series Menu arrives as a challenger to the established Subway concept of "Create your own". While some will love the convenience, others will defend the old way.

Idea
THERE ARE NOW 2 WAYS TO SUBWAY.

Execution
The Rap Battle - Ready to fight (with words) to defend your way to Subway. To introduce the "new way to Subway" for our target demographic, we brought together two prominent regional rappers to rep the strengths of both sides.

Rationale
Cookies & Cream is people’s favourite flavour in the MENA region. NESCAFÉ ICE is the first brand to introduce this flavour into its product range. How would the young NESCAFE ICE audience react when they hear that we are combining two things they love (Iced coffee and their favorite flavor Cookies & Cream).

Idea
The BE ICE reaction

Execution
We are borrowing from a celebration that is trending in KSA, called “YIMSHI KIDA KIDA” and making it ours..

Background
NESCAFÉ 3in1 audience is young and cool. Trendy cool. Hype-beast cool. Stand-in-a-queue-for-6-hours-for-the-latest-kicks cool.

Challenge
NESCAFÉ 3in1 was changing its packaging design and needed to communicate that even though the packaging was new, the coffee was still the same great coffee everyone knows and loves.

Insight
Nowadays, when there is a new version of a product, there is a launch event that is attended, streamed and shared by everyone - but especially hype-beasts as the events themselves are part of culture. These are big, flashy events that communicate changes to the products - but when compared to a previous version, it’s clear that not much has changed.

Idea
By creating a product launch, with its own lexicon of high-tech coffee-specific jargon, high-def imagery and over-the-top descriptions, we parodied an everyday coffee mix into the world of new tech and let people know that their coffee wasn’t going
to change.

Top digital and social campaign of the Year 2020 @ Campaign Middle East

Background
At its core, NESCAFÉ encourages and enables connections through its coffee and communication.

Challenge
When there’s a pandemic, isolation and social distance have to become the norm - and connections begin to suffer.

Insight
People created connections in all sorts of ways and proved that you didn’t need physical closeness in order to stay close.

Idea
We created an Instagram building to encourage and share stories of these extraordinary connections. Each story had its own coffee-inspired illustration - which was their balcony on our building. The balconies came together across our Instagram grid in a constant reminder to #StayCloseFromFar.

Guerilla, Creative use of media

WINNER - cat. Guerilla @ MeilleurdelaPub2016

Background
2015 was the hottest summer ever recorded in Switzerland. Luckily, Citroën C4 Cactus has an anti-UVs panoramic roof to protect its drivers from the sun.

Challenge
How to communicate the truly unique and beneficial panoramic roof with a minimal budget.

Opportunity
Other cars don’t have anti-UV panoramic roofs, leaving their drivers at the mercy of the hot Swiss summer sun.

Idea
So, Citroën gave them a tailor-made sun shade with a hidden message. Using heat-activated ink, the message revealed itself exactly when it needed to - when it got hot. This drove people to find out more about the Citroën C4 Cactus and it became the first car to use the sun AND other cars to promote itself.

We helped change @nescafearabia’s outdated approach to social. We created a short comic series, played with our main ingredients, gave the Instagram grid character and told stories. All while driving their main positioning – connections.

Background
KitKat and ‘break’ have been inseparable for the 62 years. But for the past 2 years other brands have gained traction in our ‘break territory’.

Challenge
How do you reclaim ‘KitKat = Have a break’ while getting noticed by Millennials and GenZ?

Insight
As much as there are universal ‘breaks’, we all have our own personal frustrations and
moments where we need to ‘have a break’.

Idea
Using interest-based targeting, we created personalized, one-on-one break trailers suited to each viewer’s frustration - reminding them that no matter what, it’s always a good time to ‘have a break’.

We started chasing success
and forgot how to chase sunsets.
We stopped filling our lives with excitement
and started filling boring time sheets.
We left pursuing different routes
and settled for the same routine.
We picked slowing down over the rush of a thrill.
We chose a life of stillness
instead of a life of adventure.
It may have been years ago.
But it’s never too late.

Now is the time to get it all back.

RECLAIM ADVENTURE

360° campaign, Furniture design

WINNER - cat. Integrated @ MdP 2017
WINNER - cat. Integrated @ GRAND 2016

The furniture chain INTERIO opens its first store in the canton of Fribourg. An innovative region, yet proud of its traditions, we wanted to mix the modernity of the INTERIO furnitures with the traditional fabrics of freiburgers'armaillis (shepherds of high mountain pastures): The "Bredzon". From this union was born a very limited series " The Freiburg Collection ". The items were auctioned off and the resulting gains were donated to the foundation of freiburger artist Jean Tinguely. Design by franz&rené – Handmade by Jérôme Berbier.

La chaîne de magasin d'ameublement INTERIO ouvre son premier magasin dans le canton de Fribourg. Région innovatrice, mais fière de ces traditions, nous avons voulu mêler la modernité des meubles INTERIO au tissu traditionnel des armaillis fribourgeois (bergers d'alpages) : "Le Bredzon". De cette union est né une série très limitée "La Collection Fribourg". Les objets ont étés mis aux enchères et le montant récolté offert à la fondation de l'artiste fribourgeois Jean Tinguely. Design by franz&rené – Handmade by Jérôme Berbier.

Digital film, Editing, Social

These inventions might sound foolish, but we've all secretly wished we had them handy to rescue us. KitKat is the epitome of the perfect break. Little surprise, KitKat brings you these inventions so you can enjoy a little de tour from routine and escape into a world of your own.

Qui n’a jamais rêvé de se faire sauver de l’une de ces situations Escaper à la routine du boulot l’espace d’un instant, le temps d’un break?
KitKat vous permet ce break avec l’une de ces inventions (ou l’une de ces nouvelles barres de chocolat). 

Street Art, Art Direction

WINNER - cat. Integrated @ GRAND 2014

H&M Home launches its first store in Switzerland and decorates the cities.

H&M Home lance son premier magasin en Suisse et décore les villes.

TV ads, Screen writing

Shortlist - Creative Film @ GRAND 2016

Disasters often start in the blink of an eye. An incident can happen whenever, even here, now. TV advertising campaign for one of the biggest Swiss insurers.

Un sinistre tient souvent à peu de choses. Un incident peut vous arriver n'importe quand, même là, maintenant. Campagne TV pour l'un des plus grands assureurs suisses.

Concept

The ‘Life Saver Cable’ allows mobile phone users to donate power to other mobile phones. This act serves as a great analogy for blood donation and it could encourage mobile phone addicted youngsters to donate blood.

Naming, Branding, Store Design

WINNER - cat. Branding
@ MeilleurdelaPub2017
SHORTLIST - cat. Design
@ ADCSwitzerland 2016

Hear ye, hear ye !
The 1st of November 2016 R.O.M.I. the Republic of Mediterranean Ingredients was born.This chain of Mediterranean restaurants wants to respect the freshness of the ingredients and the quality of the food provide to their citizens.A typically swiss style coat of farms to express the equal democratic rights to a good food for everyone.A strong blue color to remind the origins of the food (the Mediterranean basin).
Join our vision of culinary democracy !
Join our republic!

Oyez Oyez !
Le 1er novembre 2016 naissait R.O.M.I. the Republic of Mediterranean Ingredients, chaîne de restauration mediterranéenne premium.Fraîcheur des ingrédients, qualité et respect de l’authenticité des produits en sont les fondements.Un blason car la république promet à tous un droit à de la nourriture de qualité.Une couleur dominante, pour rappeler l'origine de ces plats (le bassin méditerranéen).
Adhérez à notre vision de la démocratie culinaire!
Rejoignez notre république!

Print, Art Direction

A picture is worth a thousand words.
This is a selection of key visuals.

Une image vaut mille mots.
Voici une sélection de keyvisuals prints.

Branding, Art Direction, Merchandising

Geneva is attractive
Geneva is welcoming
Geneva is festive
Geneva is serious
Geneva is creative
Geneva is ambitious
Geneva is respectful
Geneva is dynamic
Geneva is curious
Geneva is elegant
Geneva is cultivated
Geneva is hopeful
Geneva is pacifist
Geneva is generous
Geneva is contemporary
Geneva is delightful
Geneva is all this and a lot more.
Geneva is ALIVE.

Genève est attrayante
Genève est accueillante
Genève est festive
Genève est sérieuse
Genève est créative
Genève est ambitieuse
Genève est dynamique
Genève est respectueuse
Genève est élégante
Genève est curieuse
Genève est cultivé
Genève est contemporaine
Genève est généreuse
Genève est pacifiste
Genève est pleine d'espoir
Genève est ravisante
Genève est tout cela et bien plus encore.
Genève est VIVANTE.

TV ad, Screen writing

Accidentally, a meeting, a dinner, a love story begins, one of your most beautiful memories.

Par accident, une rencontre, un dîner, un début d'histoire, l'un de vos plus beaux souvenirs.

Christmas card, Digital, Packaging


"There’s nothing more annoying than those young people who spending all their meals on their smartphones."
"There’s nothing more annoying than grandma who talking to you about Jeanine during the whole meal and insisting on putting her daffodils on the outside edge of the window, although it is totally forbidden."
THE SOCIAL NAPKIN® is THE solution.

"Rien de plus embêtant que ces petits jeunes qui passent tout leur repas sur leur téléphone."
"Rien de plus embêtant que mamie qui vous parle tout le repas de Jeanine, qui n'arrête pas de mettre ses jonquilles sur le rebord extérieur de la fenêtre, bien que ce soit totalement interdit."
THE SOCIAL NAPKIN® est LA solution.

Art Direction

The human being at the center of this navigation office.

L'humain est au centre de leur métier.
Création de keyvisuals pour l'office de la navigation du canton de Fribourg.

Art Direction, Composing

The two swiss celebrities Stress (a rapper) and Shaqiri (a soccer player) face challenge to make the public aware about energy saving trough an online and offline campaign.

Les deux célébrités suisses, Stress (rappeur) et Shaqiri (footballeur), s'affrontent pour sensibiliser le publique aux économies d'énergie. À travers une campagne mêlant prints, vidéos virales, une application et des actions sur le terrain.