01 / Challenge
Create social-first communication for 7UP Vintage Cans in Egypt, making the special-edition release feel like more than a change of packaging. The original plan was for social media; television and the global expansion came later.
A taste of nostalgia.
7UP — Vintage Cans / Egypt → Global · Social & TV · c. August 2015
Concept, script, art direction and film direction for 7UP Vintage Cans at OMD, developed in Egypt around August 2015. Originally planned for social media, the work became OMD Egypt’s first TV advertisement and expanded into other markets. A project I am particularly proud of, combining nostalgia, vintage can designs and playful storytelling.
7UP Vintage Cans / c. August 2015A Taste of Nostalgia · TV copy
02 / Insight & idea
Turn the pack into an invitation to revisit the past. Retro visual references and familiar objects surround the vintage designs, connecting the collectible cans with a playful sense of nostalgia. The campaign extends that visual world through social and animated content, creator material and physical experiences shown in the case film.
03 / My role
At OMD, I worked as Senior Art Director / Associate Creative Director and Film Director, alongside Creative Director Abeer Elgarhi. I developed the concept, script and art direction for both the TV advertisement and the separate case-study film. My contribution also included storyboards, client presentation, directing and edit supervision. The TV copy was produced by AXEER Studio; the case-study film credits appear separately below.
04 / Work
Concept, script, art direction and film direction for 7UP Vintage Cans at OMD, developed in Egypt around August 2015. Originally planned for social media, the work became OMD Egypt’s first TV advertisement and expanded into other markets. A project I am particularly proud of, combining nostalgia, vintage can designs and playful storytelling.
The television advertisementA journey through
A journey through
the vintage collection.
Frames from the actual TV copy, showing the changing pack designs and the retro visual references around them.
The pack opens up a wider worldVintage design.
Vintage design.
Contemporary expression.
Selected frames from the case-study film show the campaign’s visual language and its different touchpoints.
Heritage as creative material
The film introduces different 7UP identities and vintage can designs. Surrounding them with recognisable retro objects makes the pack part of a broader nostalgic world, rather than an isolated product shot.
From a social brief to television
The campaign was originally planned for social media. The client then chose to take the work to TV, making it OMD Egypt’s first television advertisement. What began as a local Egyptian campaign expanded internationally. KSA and UAE used the same advertisement with a changed voiceover; Puerto Rico and Vietnam adapted the creative idea.
A personal milestone
This is a project I am particularly proud of: a social-first idea that earned a larger stage. My contribution spanned concept development, scripting, art direction, storyboards, client presentation, directing the video and supervising edits.
My creative and directing contribution
I developed the concept, script and art direction for both the TV advertisement and the case-study film. My responsibilities also included storyboards, client presentation, directing and edit supervision. Separate credit lists below distinguish the two productions.
TV copy credits.
- Agency
- OMD
- Creative Director
- Abeer Elgarhi
- Senior Art Director / Associate Creative Director / Film Director
- Ahmed Alkarim
- Production House
- AXEER Studio
- Animation
- Omar El Mokhtar
- VO
- Karim Hossam
- Business Developer
- Ahmed Hamouda
- Post Producer
- Amr Nazeer
The campaign storyA Taste of Nostalgia.
A Taste of Nostalgia.
The case-study film.
A separate film documenting the campaign and its different expressions.
Case-study film credits.
- Agency
- OMD
- Creative Director
- Abeer Elgarhi
- Senior Art Director / Associate Creative Director / Film Director
- Ahmed AlKarim
- Motion Graphic Artist
- Mohamed Magdy