The award winning Abu Dhabi Science Festival (ADSF) is an annual 10 day festival attracting over 150,000 visitors each year. The brand is build upon the intention to reinvigorate the sciences for the young ones (ages 5-10). We created a dynamic, energetic brand which positions science as fun and engaging. At the core of the brand is the essence of curiosity, intrigue and wonder. These manifest themselves as several key characters who evolve year on year. The characters are brought to live as mascots, through animation, merchandise and giveaways. Each year we develop a full 360 campaign for ADSF across print, digital, TV, BTL and outdoor.
The Bridge of Unity was conceptualized to deliver a powerful narrative through three main pathways: men, machine and materials. This was achieved by combining carefully crafted copy, clean typography and meticulous photo edition.
Flash Entertainment was responsible for the full event management of Creamfields for 5 years. We constantly looked for new and innovative ways of portraying the Creamfields brand. On this page are several pieces of creative developed for Creamfields Abu Dhabi. Each campaign had its own strength and graphic language. When one looks beyond the decorative elements of electronic dance promo materials there should always be a powerful underlying message which connects with the audience.
Art Director: Glen Impey
Graphic Design & Motion Graphics: Nico Whelan
The World Professional Jiu Jitsu Championships are held annually in Abu Dhabi. There are over 100 different competing countries and thousands of fighters. For this local campaign we decided to focus on the National UAE fighters, we wanted to elevate their status and position the UAE Jiu Jitsu team as elite athletes. Careful art direction and meticulous portrait photography delivered the right mood and attitude of the fighters. A 360 campaign across print, digital, social, TV, BTL and outdoor introduced a country to their jiu Jitsu Team. The tagline 'UAE Heroes Fighting for Glory' was choen to further instill patriotism and national pride. The 10 day event received over 25,000 visitors – a record number in the 7 years the tournament has been running. In addition to the campaign we developed a Jiu Jitsu mascot which helped drive BTL activations through school visits and live Jiu Jitsu demonstrations.
This project was completed during my masters program at Saint Martins in London. The book works through a system of sequencing, as one opens the book and pulls the tab, the different sections run together to reveal the visual story. The cut out paper from the first book was recycled and transformed into handmade paper. Letterpress was used to create the second book and the literary narrative. The cover was laser cut fusing traditional craft with contemporary techniques.
An annual international tennis championship in Abu Dhabi, with the world’s best competing for the title. Flash Entertainment have been managing this event for over five years. We've had the honor to invite the tennis greats from Novak Djokovic to Andy Murray each year sees a host of top seeds battling for the trophy. We utilize strong campaign creative for this event as there is extensive competition from tennis based events in the UAE. Our designs are always pushing the energy and dynamism of the sport, highlighting the players for the sporting heroes they are.
New brand creation for the event ‘Live Science’. This dynamic new event housed two science based activations: Boeing's interactive exhibition ‘Above and Beyond’ and the ‘Lema’ run workshops. The target market is primarily UAE Nationals (grades 3 - 7) and secondly looked to attract expatriots. The essence of the brand should be intriguing, engaging and accessible. It should talk directly to both the children and parents alike.
Creative Director: Glen Impey
Art Director: Osama Elcontar
Graphic Design: Waleed A Kaddour
This self initiated project was the main practice based research for my masters in communication design. It is comprised of two parts. This book, A Visual Religious Taxonomy compiles distribution diagrams and growth patterns, in ways which challenge and invite a new understanding of religious locations. The graphic language is an adaption of the wall charts which was inspired by the simplicity and visual legibility of computer circuit boards.
At Flash Entertainment we focus heavily on the customer journey at all our events. To further enhance this experience we created the Think Flash App. Flash fans are able to access all our latest events, special promotions and select secret giveaways. From our side we're able to run targeted geo-fencing and push notifications to let our audience now what to look out for. There is also build in gamification allowing fans to compete against each other to win points by sharing our social posts and retweet. Early check-ins users also earn points and each month we award winners.
This project has reclassified the delicate designs of London’s manholes. The book creates a new visual classification system inspired by Jorge Luis Borges. Designs are grouped on whether they may trap rats, break high-heeled shoes, personal favourites and ones which may possibly destroy screwdrivers. The front and back cover were printed directly from the manhole covers. There is also a poster included which visually indexes all of the designs found within the book.
A fully responsive website was designed for Flash. We rigorously tested across multiple platforms and screens to make sure the UI worked seamlessly, particularly across mobile. Through local analytics we understood how powerful mobile is in the region and our customers needed a simple fast method of staying up-to-date with the Flash event calendar and purchase tickets. For more info visit: thinkflash.ae
Art Direction for .commerce, the high quality monthly publication distributed to 20,000 senior executives from multiple industries. The magazine provides topical business analysis, which is endorsed by the Abu Dhabi Chamber of Commerce, resulting in exclusive interviews, articles and reports from the region’s most prominent industry leaders.
The World Professional Jiu-Jitsu Championships are held annually in Abu Dhabi. There are over 100 different competing countries and thousands of fighters. For this campaign we developed two distinctive routes. The first, looks at evolution, from the child athelte to the seasoned pro... from child to champion. The second concept treats the fighters kimono as if it were a screen, onto this screen we project key moments from this global championship. One World. One Fight was the tagline chosen to tie this campaign together across print, digital, TV and outdoor.
Art Direction for the Middle East’s leading law magazine. The Brief analyses major developments in the law as well as provides updates on routine changes. Construction, property, banking, maritime, Islamic finance and many other legal sectors are given routine coverage. Each issue also includes a special report on a newsworthy field of business and/or law. For lawyers specifically, there is a monthly firm focus that looks in depth at the business of one of the practices in the region.
A self initiated project produced at Central Saint Martins. Two copies of King Kong have been transformed into a poem by Carol Ann Duffy entitled Queen Kong. The sections are hand cut, and each three sections represent one paragraph of Duffy’s poem. The cut out paper from the first book was recycled into different paper weights. The interior illustrations were created by photographing the shadows from the hand cut sections in the first book.