Challenge
Most of the run is the agency advertising itself, so every post has to demonstrate the thinking it is selling. The subjects refuse to sit in one look: a swipe-bait carousel, an argument about AI, a spec fast-food execution, Ramadan greetings and Saudi Founding Day each want their own world, and the seasonal frames in particular lose what makes them read as greetings if they are forced into a house colour.
Approach
Consistency is carried by placement and by one colour rather than by one background. The Captain Star monogram sits top-centre on nearly every 4:5 frame and the social handle bar closes the foot, so the frame is recognisable before the image is. Scarlet red does the pointing — a neon sign, a dart board, an arcade screen, a barred swipe arrow. Grounds are chosen per subject: black-to-crimson gradients for the concept posts, plain white where the joke needs it, gold desert light for Founding Day. Arabic display type is set heavy and stretched on the kashida so a headline can rule a line edge to edge, with Latin kept small beneath it.
Outcome
The feed holds on lockup and colour instead of a uniform ground, which leaves the seasonal frames free to look like greetings and the spec work free to look like an ad. The four-part swipe carousel is the clearest statement of the pitch: it holds the scroll by telling you not to scroll, then asks what a full campaign could do.
Feed Posts
15 piecesNot Every Different Road
Agency self-promo: the red S monogram planted in an arctic landscape with a lone penguin walking toward it, under a headline that a different road is not a wrong one. Pale blue and white, the one cold frame in the set.
Some Roads Lead to Your Voice
The companion post — the penguin sits at a podcast microphone on a sofa, lit by a red neon monogram on the wall behind it.
ChatGPT Is Your 2G
White-ground post splitting one handset into a keypad phone and a modern smartphone over outsized 2G and 5G numerals, arguing that leaning on ChatGPT is the slower network and your own mind the faster one.
Don't Swipe
Opening frame of a four-part carousel: black-to-crimson gradient, the command set in Arabic and English, and a hand icon with a barred swipe arrow.
Seriously, Don't
The second refusal, same ground and same centred lockup, the line tightened to a bilingual repeat that dares the reader to keep going.
Why Are You Swiping
The gradient shifts to the left edge and the question turns on the reader, Arabic stretched on the kashida above its Latin translation.
Imagine a Whole Campaign
The payoff: a dart buried in a red target, and the turn — if one simple ad held you to the end, imagine what a full creative campaign could do.
Game Over or Level Up
Ramadan-edition post built on an arcade cabinet, pixel type burning red out of the screen, with a line beneath reading that the game has changed.
The Designer Is Off Today
Hand-drawn marker post on plain white: lettering apologising that the designer is on leave, a deliberately wobbly hand-copied logo and a smiley. The one frame that breaks the house look on purpose.
Burger King Mould Study
Unbriefed spec piece riffing on Burger King's existing no-artificial-preservatives idea: a burger composited mid-mould on a black plinth, an Arabic dare above and a day-by-day decay strip below. Portfolio work, not a commissioned campaign.
Ramadan Lantern and Dates
Warm dusk composite — a lit lantern, a plate of dates on a patterned carpet, domes and minarets on the horizon — under white thuluth calligraphy reading Ramadan Mubarak.
Ramadan Moon and Minaret
A flat crimson sky with the full moon set behind a minaret, the calligraphic greeting paired with a small Latin line.
يوم التاسيس 01
يوم التاسيس 02
يوم التاسيس 03
Emaar Al-Arkan
Real Estate Campaign