THE HYPER
EXCLUSIVE SNEAKER
CLIENT: ADIDAS ORIGINALS
AGENCY: STUDIO A
AGENCY: STUDIO A
THE HYPER
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BRIEF
New NYC sneaker drop. How can we excite the "I've seen it all" NY sneakerheads about it? INSIGHT
NYC is about who you know. In the epicentre of hustle culture and VIP lists, connections are the only way you access opportunities, unique experiences, and higher rewards. |
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IDEA
Cop this if you can. We're not just embodying NYC in the design of the sneaker, but in the way we drop it too. A hyper exclusive drop NYC sneakerheads have never seen before. |
You don't just have to know the right people (our 5 influencers - one representing each borough), you gotta hustle and meet them in person if you wanna get your hands on the city's new collectible.
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We're not gonna tell New Yorkers how to hustle. The 5 influencers are briefed on the mission and they're free to move the product their way. For every sale, they get a cut.
Some went door-to-door, some made thumb-stopping visuals, some collaborated with Knicks fans and their local deli — no rules. Anything goes. |
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RESULT
The sneaker sold out. That was just the opening scene. What really happened was a shift—pure hustle, a never-seen-before drop, headlines on Highsnobiety and Hypebeast. Overnight, NY sneakerheads started seeing adidas differently. Not as a brand chasing culture, but one that understands it. One that’s willing to break the rules and change the game. |
HUE LIGHTS DISTRICT
CLIENT: PHILIPS
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CHALLENGE
Philips hue lights don’t just illuminate rooms—they change how people feel. They boost mood. Improve sleep. Transform spaces. How do we make the value of adjustable lighting impossible to ignore? IDEA
A takeover of Amsterdam’s Red Light District. Philips hue turns the windows of the famous street into a visually stunning, immersive light experience that highlights the impact of hues on moods in real time. |
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THEMES
Each window becomes a different world. Every room is built to represent a single hue, designed to visually express the benefit each colour delivers—calm, focus, energy, intimacy, rest. ROLL-OUT
When doors open, visitors are invited inside to experience the rooms, capture the moment, and share it as Instagram or TikTok carousels using #HueLightsDistrict. |
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Each day, the most stunning carousel wins a lifetime supply of Philips hue bulbs—which, fittingly, won’t need replacing anytime soon. We use AI-driven facial emotion analysis and show each visitor in real time how the environment is affecting their mood.
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MINISTRY OF TRANS
& QUEER AFFAIRS
CLIENT: LGBT ASYLUM SUPPORT (NGO)
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CHALLENGE
If you’re queer or trans and seeking asylum in the Netherlands, you’re expected to perform your identity. Say the right things. Match a checklist built on stereotypes. A checklist written by people who don’t know what queerness looks like in countries where survival means silence. When asylum is denied, lives are frozen in years of appeals. Trauma compounds. The one organisation fighting back LGBT Asylum Support is essentially a one-person operation, underfunded and unheard for years. How do we get officials to listen? |
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IDEA
We’ll create the Ministry of Trans & Queer Affairs. A protest against the policy and a platform where the refugees get to share their stories with the entire country. A mirror held up to power. An institution more qualified to decide who is queer enough for asylum. |
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ROLL-OUT
Letters arrive at Immigration offices. They demand asylum be granted. They cite identity assessments. They conclude: We find these individuals queer and trans enough. |
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We launch a website and social channels with an unmistakably official look. A logo that feels real. Content is already waiting: Stories. Faces. Names. Posters and stickers appear across the country overnight. Celebrities, journalists, and allies amplify the message nationwide.
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ADIDAS 4D
FEEL THE FUTURE
CLIENT: ADIDAS
AGENCY: STUDIO A
AGENCY: STUDIO A
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BACKGROUND
Futuristic shoe with a 3D-printed sole. Why 4D? The human dimension. Over a decade of athlete data shaped the design. Every foot landing and every lift analysed over 17 years told us where to cushion more vs where to give more flexibility. 3D printing + 1D for human data = ADIDAS 4D. How do we tell this story in a campaign? |
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CONCEPT
Feel The Future. A super high-tech, almost sci-fi looking campaign that takes the audience behind the scenes. Honouring the widely-respected storytelling principle "Show, don't tell" we create a mix of static and moving visuals showing the creation process of ADIDAS 4D. Lab environment. Professional runners. Performance data informing shoe design. |
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A story brought to life through an interconnected ecosystem of social and digital touchpoints.
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RESULT
Hype served and mission accomplished. Engagement exceeded all goals. Hypebeast and Highsnobiety wrote countless articles about the tech. Every collection sold out within weeks. Collabs were popping left, right, and centre. It became one of the most successful franchises at adidas. Being in the lead, overseeing everything 4D was an absolute high for me - every minute and every campaign. |
QATAR WHILE _____
CLIENT: QATAR TOURISM
AGENCY: TBWA
AGENCY: TBWA
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BRIEF
Create a campaign to promote hotel packages for Qatar National Sports Day while showcasing the destination's main attractions. |
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INSIGHT
Tourists come to Qatar for the same reasons they go anywhere else. Iconic buildings. Perfect views. Photos that prove: I was here. What would your holiday photos look like if you're working out? |
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IDEA
A destination seen through the lens of a tourist who’s working out. Running past the Museum of Islamic Art. Stretching with the skyline behind them. |
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The photos are accidental. Unfiltered. Sometimes upside down. They prove: You didn’t just visit Qatar. You lived it. In a world of flawless travel content, nothing grabs attention like a mistake.
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RESULT
The hashtag spread, videos multiplied, and suddenly the internet was moving with us. The hashtag went viral. It gained the most organic engagement the brand has ever seen. Then one day, the client calls to let us know that all hotel packages sold out. |
CAPTURE JOY
CLIENT: QATAR TOURISM
AGENCY: TBWA
AGENCY: TBWA
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CHALLENGE
Every place has a story. Qatar’s story had been written for it. A reputation that didn’t match Eid's holiday spirit. How can we create a festive campaign that draws tourists to Qatar during the Eid holidays? |
INSIGHT
Beneath the skyline and progress, there was still room for tradition, nostalgia, and childhood memories.
All the development didn't take away the spirit that brings you joy.
Beneath the skyline and progress, there was still room for tradition, nostalgia, and childhood memories.
All the development didn't take away the spirit that brings you joy.
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IDEA
In a cinematic short film, we follow a young boy as he moves through Eid in Qatar. Every joyful moment—a smile, a celebration, a fleeting second of wonder--he captures and slips into his pocket. Saved for later. A soft, slightly quirky way of showing the soul of Qatar in a TVC dubbed as "Eid’s answer to the Christmas advert". |
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The feeling spills beyond the screen. Across Digital. Outdoor. Social. Every touchpoint carries the same idea: Qatar is a place where you dream big, and stop to appreciate the small.
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RESULT
Qatar reclaims its place as a family destination—where Eid is celebrated with warmth, wonder, and togetherness. Social conversations linking Qatar and Eid rise by 16%. Holiday visits increase by 21%. |
Hi.
I'm Fadi :)
I LOVE TURNING
blablabla
INTO
RARARA
Curious. Dreamer. Scatterbrained.
I believe powerful narratives begin with human insights. AI & tech give us superpowers.
