MY BREAD AND BUTTER
I’ve done a lot to pay my rent (and keep certain ideas from dying in decks) over the years.
Some shipped. Some stayed in the drawer. Every case shows what I built, wrote, or helped bring to life.
You be the judge.
SELECT WORK
RAMMAH FARMS
A STORY IN EVERY DROP
Brand Development · Identity · Copywriting
GOOT GOAT DAIRY
IT’S ALL GOOT
Brand Development · Naming · Copywriting
PEPSI X BEAST LAND
GET FIZZICAL
Experiential · Concept · Naming · Copywriting
MORE WORK
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Nescafé Espresso Concentrate — The Coffee Hack Hub
Nescafé / Nestlé · 2025 · Concept, Naming & Activation Design · Mindspace · Pitch
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BaoGr — The Baoest Buns Around
BaoGr · 2020 · Brand Manifesto, Communication Platform & Tone of Voice
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Doritos x Call of Duty at Gamers8
PepsiCo / Doritos · 2023 · Experiential concept, copy and activation mechanics · Mindspace
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Gatorade Zero Saudi Launch
PepsiCo KSA · 2024 · Activation Framework & Copy · Mindspace · Pitch
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Magma Sportswear — Know Your Power
Magma Sportswear · 2021 · Brand platform and naming · People of the Internet
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The Pepsi Mixology Kit
PepsiCo KSA · 2024 · Concept, Naming & Strategy · Mindspace · Pitch
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Mori Sushi — The Roll Model
Mori Sushi · 2019 · Copywriting & Voiceover · People of the Internet
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ABC — Crack Open Your Career
Ahram Beverage Company · 2019 · Copywriting & Voiceover · People of the Internet
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KitKat Notebook – Have a Break, Have a Page Break
Nestlé / KitKat · 2024 · Concept & Copywriting · Mindspace
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Moon Residences — The Height of Home
Al Marasem Development · 2021 · Copywriting, Strategy & Research · People of the Internet
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Uptown Cairo — Above & Within
Emaar Misr · 2020 · Copywriting, Strategy & Research · People of the Internet