Role: Creative Director

I led the creative launch of Kinza’s new Wild Berry flavor across digital platforms in Saudi Arabia. The campaign introduced a full suite of digital assets supported by a hero video designed to spark curiosity and trial.

The key challenge was encouraging audiences to try a completely new flavor—one they had never seen, tasted, or even imagined before. We needed a narrative that transformed uncertainty into intrigue and action.

We tapped into human curiosity as the emotional core of the campaign. The story followed a relatable father-and-son duo, where the son tries the drink and is left puzzled by the unfamiliar yet intriguing taste.

This narrative was built around a strong cultural insight: “You can’t describe the unknown — you have to taste it.” By leaning into this insight, the campaign generated curiosity, sparked conversation, and encouraged audiences to try the new product for themselves.