I'm a firm believer in storytelling as humanity's universal language and in trust as its most precious currency. My passion for both has led me to work in various forms of content creation. But, it won't stop there. I'm always researching and developing my skills further in order to speak people's language better and gain more of their special currency.
Whether writing a script for a quick explainer or being on set for a mega campaign, some of my proudest works have been in the form of video. Here are some samples:
With August, SMA Awareness Month, approaching, Roche Middle East planned to launch a campaign to raise awareness about the rare genetic disease.
As a member of the AKQA social team, I had the privilege of working on this campaign from setting the campaign strategy to going live. Before we get to that, there is a crucial piece of context.
Earlier in 2021, two Egyptian parents were able to crowd-fund their child’s $2-million+ SMA treatment through a Facebook group.
While this awe-inspiring solidarity brought light to SMA’s existence, it did not drive a public understanding of what the SMA community really goes through.
Hence, my strategy was to center the campaign on the SMA community; highlighting both the physical and societal challenges they endure, their successes, their dreams, and more.
We decided to do so through video interviews with SMA patients, caregivers, healthcare professionals, and patient advocacy groups.
The strategy received immediate approval from the client. The execution, though, was a whole different beast.
As we were dealing with a sensitive and, unfortunately, marginalized patient community, we had to win the trust of SMA community members.
That’s where I put my medical background into full use.
I was in charge of meticulously writing interview questions, briefing SMA community members on the campaign, and being there during the interviews for counseling.
Post-interviews, I was involved in time-stamping the footage, writing captions, and creating infographics,
The end result is among the proudest works of my career, mostly because SMA community members received fair chances to tell their stories to the world.
Watch the campaign in full by clicking here.
I've had a very fruitful business relationship with Nermien Ismail Schools. For this video, I had the pleasure of writing a script celebrating NIS' expansion into beautiful Portsaid. Additionally, I was absolutely honored to have one of the most iconic Egyptian voices ever, Osama Mounir, do the voiceover for my script.
EdTech is a priority at NIS with plenty of innovative tools for use both inside classrooms and at home. It shouldn't be surprising though the number of parents who approach the school asking for their own ELI5 on how to support and monitor their children through this tech. I wrote the script of this video, based on hours of interviews with parents and NIS staff, to give them just that!
