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Acua Foundation
Project type
TVC
Role
Creative Director and Copywriter
ACUA — Illegal Immigration Awareness Campaign
For ACUA, I developed a 360 awareness campaign addressing the dangers of illegal immigration by sea. The concept, “Human Auction,” reframed smugglers and facilitators as human traders, exposing how desperate families are sold false promises of safety, work, and a better future.
The hero film takes place at a port, where traffickers bid on a father and son as if they were auction items. Their promises are interrupted by fast cuts of drowning, panic at sea, detention, tents, poverty, and humiliation - showing the real consequences hidden behind the sales pitch. The campaign extended across social content, A real-life personal story, awareness carousels, and an offline seminar/auction concept titled “مزاد الأوهام” to raise awareness and support affected families. My role included the campaign idea, hero video concept, scriptwriting, art direction, social media storyline, and offline activation proposal
Illegal Immigration Campaign
Client: Acua Foundation
Production House: Green SARL
Creative Director: Dina Hamzeh
Copywriter: Dina Hamzeh
Director: Elie Habib
Cinematographer: Hasan AbdelHak
