Role: Creative Director

I led the creative development for McDonald’s Ramadan digital campaign in Saudi Arabia, building a concept rooted in light, warmth, and cultural connection. The idea focused on “lighting up hearts and screens” during the holy month through visuals and messaging that felt truly local and emotionally resonant.

Ramadan is one of the most competitive advertising seasons in the region. The challenge was to create a campaign that stands out while honoring McDonald’s brand identity and remaining aligned with the cultural values of the month.

I crafted a visual narrative using light as the core symbol—representing generosity, connection, and togetherness. This direction was brought to life through animated assets, warm tones, and tailored messaging that captured the spirit of Ramadan. The campaign successfully reinforced brand presence while maintaining cultural relevance and emotional depth.

The campaign received strong engagement and was featured on Ads of the World, highlighting its creative impact and cultural resonance.