Haircode

For Haircode’s AFCON 2025/2026 campaign in Egypt, I led the creative strategy, concept development, art direction, copywriting, and film direction, turning the excitement of supporting the national team into a compelling reason to purchase. The idea connected buying Haircode gel with the opportunity to win prizes that mattered to Egyptian football fans: a ticket to watch Egypt play in Morocco, a beIN SPORTS subscription to follow the tournament, or an Egypt jersey signed by Marwan Attia. Planning began six months ahead, shaping a fully integrated 360-degree campaign that carried audiences from anticipation to purchase and competition entry. The rollout spanned teaser films, direct call-to-action videos, outdoor advertising, tactical social content, and in-store activations, including banners, shelf talkers, branded shelving, and gondola displays. I created an entirely AI-generated promotional film from scratch and wrote and directed a separate commercial starring Marwan Attia, using his connection with fans to drive product purchases and participation. Alongside the creative execution, our team organized the competition and conducted the prize draw. Throughout the campaign, I led an ongoing social content program covering competition updates, supporting explainers, cutdowns of the main commercial, and winner announcements. To bring the tournament closer to our audience, I also commissioned a creator to travel to Morocco and produce immediate, on ground coverage. From the retail shelf to the stadium atmosphere, every touchpoint connected the product to the passion of the tournament, contributing to a reported 40% increase in sales and greater brand awareness.

Digital Copy for Haircode Egypt starring “Omar Gaber” Zamalek football club star.

TVC Copy for Haircode Egypt starring “Hazem Ehab”, “Sola” and “Marawan Attia” Ahly football club star.