Based in Lebanon, WashPro needed help selling a product most people didn’t even know they needed. The brand was speaking to a largely unaware audience, but had already seen success with dramatic hooks and storytelling ads, especially when targeting housewives.

One of the biggest challenges was finding a direct-response creative strategist who truly understood the Lebanese market, both culturally and linguistically. Fortunately, the client was more than happy to bridge that gap: I wrote the scripts in English, and he translated them into Lebanese to ensure they sounded natural and locally authentic.

• Crafted scroll-stopping ad scripts that exposed the hidden problems in homes

• Developed multiple winning creative angles tailored to different audience segments

• Turned real customer messages and complaints into high-converting hooks and story-driven ads

• Iterated creatives based on performance data and learnings

• Researched competitors and international brands to stay ahead on formats, hooks, and messaging trends

• Focused heavily on education-based storytelling, helping audiences recognize the problem before positioning the product as the solution

• Balanced humor, shock, and relatability to make a “boring” household product feel urgent and must-have