The Challenge

How do you get people excited about something that, realistically, doesn’t affect them?

For the average consumer, you know, the core audience of any business, a brand name change is rarely meaningful. In Shahid’s case, the challenge was even greater: People already knew Shahid belonged to MBC, and this was a name change, not a rebrand, so overhyping it would feel forced.

The Insight

We are surrounded by iconic duos, pairs that feel incomplete without each other. We rarely stop to question them, but their bond is deeply embedded in our everyday language, media, and habits. I realized Shahid and MBC are like those relationships we take for granted: always there, so familiar we barely notice them.

My Role

I orchestrated the campaign end-to-end, leading everything from creative strategy and copy to overall direction and rollout. I was responsible for shaping what went out, how it was communicated, and when it was released. This involved coordinating across multiple teams, including PR, video editing, and graphic design, to ensure every element came together cohesively and was delivered according to plan.