Make it
Brooklyn Film Festival
Advertising, Outdoor, Design
The Brooklyn Film Festival prides itself on never censoring its filmmakers, allowing them to express themselves in any way they see fit. With over 140 uncensored films, it's clear there will be "Something to Offend Everyone." This campaign encourages viewers to step out of their comfort zones and offers guidance on how to engage with new ideas, thoughts, and viewpoints they'll encounter at the festival.
Art Director’s Club 104th
Visual Identity, Campaign Identity
The One Club for Creativity has opened the call for entries for the prestigious ADC 104th Annual Awards. The campaign cuts straight to the heart of that idea: an invitation to bring your best work forward and get it seen by the most discerning eyes in the business. In collaboration with the talented team at MullenLowe Design Studio, we crafted a series of surreal and humorous animated shorts—visually striking and absurd—to highlight the importance of creating work that simply can’t be ignored. These shorts play on the idea of Be Seen by the Best Eyes, a metaphor for the discerning gaze of industry jurors.
MullenLowe Global Rebrand
Rebrand, Design
The new MullenLowe global brand identity is a bold reimagining of how agencies present themselves. The octopus logo defies logic and symmetry—no corners, no endpoints—constantly shifting and moving. It’s alive, with a personality and will of its own, ready to endlessly reinvent itself. This work was developed in collaboration with the MullenLowe Design Studio, bringing together a team dedicated to pushing creative boundaries and redefining how the brand visually comes to life
Fast Food Remix
Branded Content, Design
To encourage cooking at home, we invited Ludacris to remix fast food by reimagining it with Knorr ingredients. He remixed "The Choice is Yours" by Black Sheep, creating a bold campaign with a dynamic, typography-centric design. Blending a bespoke typeface inspired by ‘90s hip-hop with modern sans-serif elements, the identity captures Knorr's energy in the vibrant world of Ludacris.
The 25% Less Cookbook
Direct, Design
A Cookbook designed to reduce food wastage. 25% of the food cooked during the month of Ramadan goes to wast. So Sadia, the lead food brand in the region, redesigned its famous Ramadan Cookbook reducing the ingredients on each recipe by 25%.
Kamasutra
Print, Outdoor, Design
Mercedes Benz
Print, Outdoor, Design
The new Mercedes-Benz E-Class prioritizes safety with advanced technologies like Active Brake Assist, designed to protect drivers, passengers, and pedestrians. In a world where hazards can appear in an instant — whether a dog, child, or tree — our in-showroom and outdoor poster campaign visualizes the E-Class’s swift braking response, stretching words like "dog," "kid," and "tree" into skid marks to show the power and control you can expect behind the wheel.
Mutilated Word
Print, Out of Home, Design
Female Genital Mutilation (FGM) is a harmful, unlawful practice affecting 200 million women worldwide, with Egypt having one of the highest rates. To raise awareness and advocate for change, 28tooMany, in collaboration with Tadween, launched a minimalist poster campaign in Egypt. Each poster used Arabic calligraphy with words stitched back together, symbolizing the physical and emotional scars left by FGM. As people interacted with the posters, pulling on the thread would reveal a hidden letter, transforming words like “inhuman” to “human” or “pain” to “dream.” Each shift aimed to educate and inspire change, highlighting the irreversible nature of FGM and urging a collective stand against it.
Lead the Species
Advertising, Photography, Design
This campaign celebrates the pioneering spirit of exploration by following a group of explorers on a mission to Mars, symbolizing humanity’s drive to push boundaries and discover new possibilities. Inspired by the Middle East's ambitions in space exploration and featuring the advanced photographic capabilities of the OPPO Reno series, the campaign video showcases futuristic scenes of Mars, blending avant-garde fashion with elaborate astronaut suits and striking Martian landscapes.
Hidden Allergies
Advertising, Print & Publishing, Photography
This photography series captures pets blending into their surroundings, revealing how allergy triggers can often be hidden in plain sight. Each image showcases the seamless connection between animals and their environments, encouraging viewers to notice the subtle details that might contribute to allergies. The cause of allergies can be hard to find.
The Dumb Law Paradox
Advertising, Campaign Identity, OOH, Design
In 2020, when the FDA revised its blood donation policy for gay and bi men—requiring them to be celibate for three months before donating—we partnered with GHMC to call out the policy’s bias and lack of scientific basis. To highlight the absurdity, we researched and showcased 18 of America’s most bizarre laws, comparing each one directly to the FDA policy. Astonishingly, each “dumb law,” despite its silliness, held more rational reasoning than the FDA’s approach. Working with lawyers, we distilled each law into a short sentence, then crafted a two-part headline structure that highlighted the paradox, exposing the bias of the FDA policy in a direct, impactful way.
Coca Cola Summer
Packaging Design, OOH, Campaign Identity
The Slim can packaging design for Coca-Cola's summer campaign in Morocco and Egypt aimed to capture the essence of summer refreshment while aligning with the overarching theme of "No Summer like a Coca-Cola Summer." The design sought to maintain the iconic Coca-Cola brand identity, providing a visual impact that resonated with the target market.
Visa Travel Changes you
Film, Print, Outdoor
To inspire people travel more, we created a campaign to prove that the more you travel, the more you improve as a person. Through weeks of experiments, we discovered a series of phrases that completely changed for the better after being translated multiple times into various languages on Google Translate.
M&M Minis are Back
Pre-Roll, Animation
The campaign was a 2019 animated ad series promoting the return of M&M's Minis to the Middle East and Asia. Using short, playful animations, each pre-roll ad told a fun story about the Minis' comeback, emphasizing their tiny size and quirky personality to capture attention and celebrate their return.