When we were approached by Close Up to come up with a creative direction for the Massar Egbari song created for the brand (El A2rab A7la; the closer is better), we had to create a modern concept relying on physical and emotional closeness.

Hence, we came up with the concept of the modern-day hooking up between two teenagers (the core target group), and used real insights of text messages, and natural reactions of shyness, happiness, and excitement that are characteristic to this target.


Year 2015

Services Concept Development
Video Production