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Be-Kind Campaign (English version)
Project type
TVC
Role
Creative Director and Copywriter
KIND — Be Kind 2020
For KIND’s “Be Kind” campaign, I developed “A Kind Reminder,” a warm brand film concept encouraging people to reconnect with the simple acts of kindness we naturally practiced as children. The idea was built on the insight that while we all start off kind, adulthood, stress, and busy routines can make us overlook small opportunities to make someone’s day better.
The 30-second hero film follows different people performing everyday acts of kindness - a toddler sharing a ball, a mother gifting a daughter her own drum set, a teenager inviting someone lonely to play, and a family showing up for an elderly woman. KIND bars appear naturally within these moments, reinforcing the brand’s message without overpowering the emotional story. My work included the campaign thinking, video concept, English and Arabic scripts, cutdown ideas, and mood direction
Client: Be-Kind
Agency: Webedia Arabia - Maria Bianca Merheb
Creative Director / VO script: Dina Hamzeh
Production Company: Fine Line Production
Producer: Said Halawi
Director: Tarek Korkomaz
DOP: Hasan Salame
Production Manager: Nathalie Nehme
Casting Director: Yara Fayad
Asst. Director: Manon Nammour
Focus Puller: Amir Fakih
Production Designer: Ilat Knayzeh
Wardrobe Stylist: Joseph Assaf
Editor: Yousif Salame
Sound Design & Music: Paul Awaraji
