Adidas F50 2024 Campaign Concepts
A concept-led video pitch developed for the Adidas F50 relaunch, built around the campaign platform “Free the Fast.” The project explored three distinct film territories for social media, combining storytelling, cinematic thinking, and brand positioning to create ideas that could translate the energy of speed into emotionally engaging content.
Client
Sector
Year
Role
Brief
The identity needed to express a future that has not yet been imagined.
The brief was to design a visual identity for a museum dedicated to innovation, exploration, and ideas that do not yet exist. The challenge was to create a brand mark that felt visionary and intelligent, while remaining culturally meaningful and visually timeless.
The identity needed to stand confidently beside one of the most iconic architectural forms in the region, translating the museum’s philosophy into a symbol that represents curiosity, discovery, and the spirit of future thinking.
Approach
The design explored continuity, motion, and the idea of infinite possibility.
The concept evolved from studying circular movement, spatial rhythm, and the relationship between presence and void. These elements helped shape a visual language that reflects progress, openness, and the ongoing pursuit of knowledge.
Rather than relying on literal futuristic imagery, the direction focused on restraint and clarity creating a mark that feels advanced yet enduring, capable of representing innovation while remaining elegant and timeless.
Outcome
An identity designed to represent innovation, imagination, and future thinking.
The final identity system balances simplicity and symbolism, creating a mark that feels both iconic and culturally grounded. Its form reflects movement, discovery, and the continuous pursuit of knowledge.
The result is a visual language capable of living across multiple applications while maintaining clarity and presence expressing the museum’s ambition to inspire curiosity, exploration, and new ideas for generations to come.
My Role
Leading the creative direction behind the identity system.
As Creative Director, I led the concept development and visual direction of the identity, guiding the design process from early exploration through to the final refined mark. The focus was to ensure the identity remained both conceptually strong and visually distinctive.
My role involved shaping the strategic narrative behind the brand, defining the design principles, and directing the team toward a cohesive system that could translate the museum’s vision into a clear and meaningful visual expression.
Presenation • Concept
Red Bull x Dubai Basketball Announcement
Sector
Sports & Lifestyle
Client
Red Bull UAE
Overview
Developed the concept and presentation for a high-energy collaboration announcement between Red Bull and Dubai Basketball, focused on culture and performance.
Year
2025
Full case study available upon request.
Concept • Script
Welfit Quarterly Campaign
Sector
Fitness & Wellness
Client
Arada UAE
Overview
Developed campaign concept and script for Welfit, focusing on motivation, lifestyle transformation, and consistent brand storytelling.
Year
2024
Full case study available upon request.
Concept • Script
Dubai Ice Rink Launch Film
Sector
Entertainment
Client
Dubai Ice Rink
Overview
Conceptualized and developed a launch film capturing energy, experience, and excitement to introduce the brand to a wider audience.
Year
2024
Full case study available upon request.
Concept • Script
Red Bull x Dubai Basketball Collaboration Film
Sector
Sports & Lifestyle
Client
Red Bull UAE
Overview
Developed a high-energy collaboration film bringing together Red Bull and Dubai Basketball, highlighting performance, culture, and brand synergy.
Year
2024
Full case study available upon request.
Concept • Script
Fitness First Quarterly Campaign
Sector
Fitness
Client
Fitness First
Overview
Developed campaign concepts focused on consistency, performance, and lifestyle-driven fitness narratives across multiple campaign phases.
Year
2024
Full case study available upon request.
Concept • Script
Red Bull Dance Your Style Film
Sector
Entertainment & Culture
Client
Red Bull UAE
Overview
Conceptualized a high-energy campaign film celebrating dance culture, individuality, and competitive spirit within the Red Bull ecosystem.
Year
2024
Full case study available upon request.
Concept • Podcast & Content Series
73.96 Podcast Show
Sector
Media & Content
Client
Independent
Overview
Created, directed, and Guest a long-form podcast series sharing personal experiences, with over 50 episodes produced.
Year
2023–2025
Full case study available upon request.
Concept • Animation Direction
Cyber50 National Day Film — One Shield, One Nation
Sector
Cybersecurity
Client
Cyber50
Overview
Developed a national campaign film connecting cybersecurity with national identity, emphasizing protection, unity, and digital resilience.
Year
2025
Full case study available upon request.
Concept • Script
Red Bull x Dubai Basketball Film
Sector
Sports & Lifestyle
Client
Red Bull UAE
Overview
Created concept direction for a dynamic collaboration film highlighting sport, youth culture, and brand synergy.
Year
2024
Full case study available upon request.
Script • Film Concept & Development
Shoaib Akhtar Biopic
Sector
Entertainment / Film
Client
Independent / Film Project
Overview
Led concept and script development for a full-length biopic, contributing to dialogue, screenplay support, and overall marketing direction.
Year
2020–2023
Full case study available upon request.