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EFI - Her Museum
Project type
TVC
Role
Creative Director & Copywriter
EFI — 16 Days of Activism Campaign: Her Museum
“Her Museum” was created as a symbolic walk through the realities women and girls face across the region. Set inside a futuristic museum, the film leads the viewer from one room to the next, with each space representing a stage in a woman’s life and the violence attached to it: being unwanted at birth, being taught to normalize harm, being pushed into child marriage, being displaced by war, being undervalued at work, being blamed for abuse, being harassed in public, and finally, being lost to so-called “honor killings.”
The concept was designed to make people stop observing from a distance and instead confront the issue up close. My role included the core idea, creative direction, scripting, voiceover writing, and building the immersive journey that turns the museum into a mirror for society.
Client: EFI
Director: Bachir Abou Zeid
Creative Director: Dina Hamzeh
Copywriter: Dina Hamzeh
Producer: Said Halawi
Production House: FineLine
DOP: Hasan Saleme
