Role: Creative Director

I led the creative direction for BMW’s Ramadan digital campaign in the UAE, adapting the brand’s premium automotive tone into a culturally relevant Ramadan narrative. The goal was to merge BMW’s luxury identity with local Emirati sentiment during a highly emotional and festive season.

To achieve this, I oversaw the rapid production of high-volume digital assets—banners, visuals, and motion content—while ensuring strict brand alignment and cultural authenticity.

The project required delivering a large volume of assets within an extremely tight timeline, while also localizing content for a culturally significant occasion. Balancing high-end luxury visuals with Emirati cultural relevance added another layer of complexity.

We developed modular, visually consistent design systems that streamlined production and enabled effortless adaptation across platforms. This approach allowed us to maintain BMW’s premium visual standard while producing fast, culturally tuned content that resonated strongly with the UAE audience—meeting all deadlines without compromising on quality.