Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Thermomix TM7
Role
Copywriter, Creative platform
Home isn't always a place. Sometimes, it's a familiar recipe, a childhood memory, or a tradition passed down through generations.
With the introduction of Arabic on Thermomix TM7, the challenge was to connect with first- and second-generation Arabs living across Europe, for whom food is often a powerful link to their roots.
The idea was built around a simple human truth: it's never just food. It's the memories we hold onto, the traditions we carry, and the connections that bring us closer to home, no matter where we are in the world.
It's Never Just Food became the creative platform for the campaign, brought to life through a hero film that served as the master for adaptations into multiple languages.
Agency: TBWA\RAAD
Production House: Rush Films
Director: Henri Bassil
Group Creative Director: Rita Nasr
Art Director: Nadine Faour
