Ross Davies
UNICEF
The Class of No Tomorrow
"The Class of No Tomorrow" exposed the heartbreaking reality of schools being destroyed due to armed conflict. In these war- torn areas, schools aren’t just buildings. They are turned into military outposts, targeted and torn apart, stripping children of their education and, too often, their lives.
To push for change, we created a powerful on-ground installation in Majorca, Spain, featuring life sized wooden figures symbolizing children. But here’s the twist, these figures were crafted from reclaimed wood salvaged from schools already lost to violence. Each one, a stark reminder of the toll this destruction takes on the future of education and young lives all over the world.
Pepsico
Pepsi Black UAE and KSA Launch
Black isn’t just a color. It’s an attitude. But before the KSA market could embrace it, hesitation stood in the way. Many doubted low-calorie drinks, unsure of their taste or flavor.
That’s where Be Bold. Try More. was born , a push to turn doubt into discovery.
We brought together top influencers, musicians, and fashion icons to share real stories of bold choices paying off. Through Pepsi Black, they proved that taking a chance leads to big rewards.
And we made sure the message hit hard. From TV to outdoor to a flood of social content, this wasn’t just a campaign. It was a movement to try more and hold nothing back.
Lara Active
The Phryjab - AR Stunt
The "Phryjab" campaign was created for Lara Active, a brand connecting with Muslim women in sports, in response to France's 2024 Olympic decision banning athletes from wearing hijabs. This move, justified by a strict interpretation of secularism, framed the hijab as a symbol of oppression.
We saw the irony: true freedom is about choice, including what to wear based on personal beliefs.
Our bold guerrilla stunt involved reimagining Marianne, France’s symbol of liberty, who traditionally wears the Phrygian cap. Using AR technology, we transformed it into the "Phryjab”, a fusion of the hijab and the iconic cap. It was a visual protest, reclaiming the narrative and emphasizing that true freedom includes representation for all.
RTA / Lego
Take Home Taxi - Concept
"Taxi, Take Home" is an idea created for UAE Labor Day to celebrate and thank all of RTA’s taxi drivers, both men and women, for their dedicated service to Dubai. The concept is to honor their contributions by partnering with Lego to create a special giveaway, a Lego kit that allowed drivers to visualize themselves as Lego figures.
These kits are to be given to the drivers as a token of appreciation, allowing them to take home a unique gift to share with their children, whether in Dubai or back in Pakistan. A small, yet meaningful gesture to acknowledge their hard work and dedication.
Pepsi
BFE - Thirsty for More
Pepsi’s " thirsty for more” campaign was launched in 2022 to celebrate the World Cup, even though Pepsi wasn’t an official sponsor. The idea was to bring the ”Thirsty for more" proposition into the football space, showcasing football while connecting with fans. The main feature of the campaign was the creation of a series of limited-edition Pepsi cans that represented football fans cheering for their countries, aligning with the teams involved in the World Cup.
To promote the campaign, an augmented reality (AR) experience was developed, allowing consumers to put their own faces on the cans and share it in AR. Additionally, a large-scale 3D digital outdoor advertisement was created where the content came to life. The campaign was supported by social media assets that raised awareness of the cans and promoted the AR lens, driving engagement for the brand.
Honda
All Eyes on You
For the launch of Honda's new ZRV, we created a unique campaign called "All Eyes on You." The ZRV was positioned as a more premium vehicle compared to previous models, and we wanted the campaign to reflect that elevated positioning.
To stand out, we designed a visually striking and unconventional film where the content scrolls from top to bottom. Working with a limited budget, we leaned heavily on 3D visuals to achieve the desired look and feel.
The campaign featured an array of 3D visuals of the car, as well as numerous social assets to promote it across various platforms.
Jordan Brand
The Comeback
2025 is set to be a significant year for the Jordan brand, especially after the Jordan 1 silhouette experienced a decline in recent years. Once a top-selling sneaker, the Jordan 1 lost some of its momentum, but with a clear roadmap ahead, Jordan is poised for a major comeback with exciting new releases and retro editions. The short video below serves as a homage to the Jordan 1 and a preview of what’s to come in 2025.
JB
Content Asset Creation
Bank Saudi Fransi, one of Saudi Arabia's more traditional and heritage banking institutions, approached us to help create assets for a new internal brand they were developing called JB. Translated into Arabic as "In my Pocket," the brand aimed to introduce a fresh, digital-first banking experience tailored to a young, Gen Z audience in Saudi Arabia. They sought a go-to-market proposition that resonated with this target group, and to support this, they asked us to create a suite of content and photography to build a modern, youthful brand identity.
Over the course of four days, we shot content across Jeddah, Riyadh, Al Ula and in studio, capturing over 600 images and 300 video clips. This large-scale content library served as a comprehensive asset bank for the brand, providing them with a wealth of photography and video materials. These assets were designed to support their brand's presence across social media, the main brand platform, and any other marketing needs they had.
Pepsi Blue
Cans of the world
For the launch of Expo 2020, Pepsi created a series of limited-edition cans called "Cans of the World." Each can represented a different Expo 2020 country, with nine countries featured in total: UK, Philippines, USA, Pakistan, UAE, India, Egypt, KSA and China. Every can had its own distinctive illustrative design, celebrating the unique culture of the represented country.
To raise awareness about these cans we developed nine unique augmented reality (AR) lenses, each offering a different experience linked to the artwork and the country it represented. Along with this, participants could win tickets to Expo 2020, adding an exciting incentive to the campaign.
The campaign ran for two months, during which over 20,000 free tickets to Expo 2020 were given away. A strong social media campaign was also created to further raise awareness, promote the cans, and encourage people to engage with the AR experience for a chance to win tickets.
McDonalds
The Golden ARchway
The Golden ARchway was an innovative concept for McDonald's, designed to create an immersive underground experience using augmented reality (AR) in a new way. Until then, AR had not been used for planning or route-finding services. The idea was simple: a person would approach a McDonald's billboard, which would prompt them to scan a QR code. After scanning, a series of iconic McDonald's yellow arches would appear in AR, guiding them as a walkway leading them from the billboard to the nearest McDonald's branch.
Along the route, users could also be incentivized to scan floating offers, which they could redeem once they arrived at the store. This would mark the first time AR was used in such a real-world, on-the-ground experience for route navigation, offering a unique and interactive way to engage with the McDonald's brand.
Final Bits
Here’s a mixture of other creative bits and pieces that I’ve had the pleasure of working on over the years.
