Pay It Like Pep

“You know, sometimes the best ideas come from putting the wrong person in the right place.”

That’s what we did with Pay It Like Pep. Emirates NBD wanted to connect with Gen Z in the UAE and Saudi…tough crowd, loyal to local banks, and allergic to boring financial advertising.

So we brought in Pep Guardiola, not to coach football, but to coach credit cards.

Yeah, a bit mad. But that’s what made it work.

We made Pep ENBD’s new Credit Card Manager. Not by mistake. By design. A man known for tactics, precision, and turning good teams into great ones…now helping you up your financial game.

Then we dropped him into everyday life: coaching people on how to pay like a pro.

Everything landed on one line:
Pay it like a Pro. Pay it like Pep.

A travel campaign for Visa's FIFA World Cup 2026 partnership, running across 25+ markets and 13 languages in the CEMEA region.

The insight was simple: during the World Cup, no trip goes to plan. Cities change. Schedules shift. The wrong bus turns into the right one. Rather than fight that truth, we made it the campaign. Four hero films, each rooted in a real travel disruption, showing how Visa lets you say yes to the unexpected and keep moving.

The films were shot across Saudi Arabia, Kazakhstan, Nigeria, Egypt and South Africa, with cameo appearances woven into the fabric of the stories rather than announced. In Upgraded, a traveler escapes the chaos of the middle seat by tapping his Visa card for an upgrade, only to find himself sitting next to Pep Guardiola, who acknowledges him with nothing more than a knowing raise of an eyebrow. No dialogue. No fanfare. Just the quiet satisfaction of a man who has seen all the tactics.

The campaign extended across benefit films, key visuals, social carousels and influencer content…all built around one platform:

The New Travel Game Plan.

The right to protest is under threat in more than 30 countries. Rubber bullets are filed under "less-lethal." The eye patches in the crowd say otherwise.

So we re-engineered the protest sign. Seven layers of fibreglass behind a cardboard panel, mounted on two handles. A sign that stops rubber bullets and still says what it came to say. This sign is bulletproof. Our rights should be too.

It launched in the middle of a live protest in Paris, spread to demonstrations in other countries and opened a debate in France on changing the law. Le Monde, BFM TV and Europe 1 covered it. RFI put it simply: "Protesters are now protected."

This was meant to be a test drive. Then Twitter and Reddit turned it into a stand against Mumbai's potholes, the government called Mahindra, and Mahindra pulled it. No award does that.

Every car in Mumbai gets tested on the city's potholes eventually. Usually after you've bought it. Mahindra had just launched the Thar ROXX as 'THE' SUV, and a smooth test drive wasn't going to prove it.

So we used Google Maps and urban planning data to find the worst pothole clusters within five kilometres of a showroom and turned them into the route. Walk in and you get a choice. The standard test drive, or 'THE' Test Drive.

It launched in April 2025 and was picked up by afaqs, LBB and Ads of the World. We never picked the fight. Mumbai did.

Everyone has a history with corners. The coffee table at 2am. The kitchen counter that finds the same hip every morning. A lifetime of losing, and you're the one who apologises.

So instead of a film about the car, we made a film about the grudge. A black-and-white courtroom. A prosecutor puts corners on trial as a public menace. The case is airtight. The verdict: there's one place you can finally get even. Behind the wheel of a BMW M.

Adweek called it "a Kafkaesque ad that skips car clichés."

I call it one of my favorite films done.

BMW – The 7 Series Suhail Edition

“Guided by a star. Crafted for the few.”

There are ideas that come from culture, and ideas that come from craft.
But every once in a while, one comes from the cosmos.

When BMW set out to create The 7 Series Suhail Edition, it was a tribute to Suhail, the Arabian star that once guided travelers across the desert night.

The opportunity was to transform this symbol into something tangible, to give starlight a physical form worthy of BMW’s craftsmanship and legacy.
From that spark came a campaign that wove astronomy into automotive artistry.

We introduced a car inspired by the heavens, through a story told with quiet confidence.

The idea — “Your Rising Star Has Arrived” — became both a line and a feeling.
A campaign that blurred the line between the scientific and the spiritual, reminding the region that luxury isn’t just built…it’s guided.

Limited to just 50 worldwide, The 7 Series Suhail Edition became a legend, reborn in motion.

BMW M isn’t just about high-performance machines — it’s about a culture. With the launch of the Month of M in the Middle East, BMW had the chance to reignite emotional affinity for M by creating a statement that unites fans, drivers, and car culture under one bold identity.

True M drivers don’t need translations — they speak in power, precision, and control. For them, performance is a language. And M is its most powerful letter.

We launched “We Speak M”, a hero film kicking off the Month of M, capturing the adrenaline, attitude, and legacy of BMW M. Shot in cinematic style and voiced with iconic BMW tone, it celebrates M as a language of its own — spoken not in words, but in horsepower, heritage, and drive.

An airport lounge is the hardest thing an airline can make interesting. Riyadh Air had a brand new one, Hafawa, and a LIV Golf sponsorship landing in the same week.

So we got Bryson DeChambeau, Jon Rahm and Joaquin Niemann for a trick shot competition and gave them the lounge as the course. Three of the best golfers in the world, no fairway, and a lot of furniture in the way.

4.7 million views on YouTube. Everyone got a tour of the lounge. Nobody noticed they were on one.

Riyadh Air's name is on Atlético's stadium. Which raised a fair question: what does an airline actually bring to a football match?

A safety briefing. Cabin crew in Atleti scarves, on the pitch of Riyadh Air Metropolitano, walking fans through the matchday drill with the calm of a pre-flight demo. When to stand. When to sing. Where the exits are, in case you're a Real Madrid fan.

Biban isn’t just a startup summit. It’s a proving ground for what the world thinks is impossible.

The insight? Big ideas always sound too ambitious…until someone builds them.

So we created a film that never cuts. Just zooms, deeper and deeper, through rock, glass, data, doubt. Every transition is a door. Literal and metaphorical. Because ‘Biban’ means doors in Arabic.

From NEOM to The Line, from stadiums to smart farms, we show ambition turning into access. And we voiced it not with hype, but with heart…speaking to the dreamers, builders, and defiers.

The line? Where the Impossible Begins. Not just poetic. Geographic. It’s already happening.

Using time zones and the international dateline, we transcended the speed of delivery in a fun, clever, never-done-before way by delivering a parcel to the day before it was sent.

The Yesterdelivery creative idea highlights DHL's speed and logistical prowess and shows DHL as an innovative and modern brand not afraid to rise to a challenge and set new standards for how logistics companies can engage with their audiences.

INSIGHT

45% of people still live in remote locations around the world, many of whom still want deliveries sent to their homes.

IDEA

To demonstrate DHL's commitment to delivering anywhere, no matter how remote, using unexpected delivery methods.

EXECUTION

By highlighting real-world deliveries to places like Qatar's Bidiyah Desert, Poland's Bielinek, and Chile's Punta Arenas, we used real life actual tracking IDs as headlines to show our global reach.

We also introduced the unconventional delivery methods used in what

DHL call "the last mile delivery, such as camels, kayaks, and runners, emphasizing our role in connecting even the most isolated areas, focusing on our operational capabilities, reinforcing brand love, global presence and our commitment to delivering anywhere, no exceptions.

People in the UAE have a hard time telling people everything they want to in person.

So because at DHL delivery is everything, we came up with a brand new way to deliver their hard to deliver messages. Through the radio.

Centrum needed to launch their new product in the MENA region: Centrum Multi Gummies.

Traditional vitamins were seen as boring and a chore, especially among younger, active individuals, from Gen Z all the way to Millennials.

Introducing “Chews the fun side of wellness” a vibrant play on the chewy nature of gummies and a call to arms in choosing vitamins for overall health.

DEF is the biggest gaming festival in the UAE, bringing together thousand of gamers from all across the region. Our objective was simple...to take over the city with our event.

How did we do it? We turned the city into a game.

The idea behind “Wanasa Mkamela” with Lipton Ramadam campaign was to build a narrative that captures the spirit of Ramadan and the role of Lipton tea in extending these special moments. Created to break the status quo of what Ramadan gatherings are, the film was made to resonate with youthful audiences while honoring the traditions of Ramadan.

What keeps us going once we are nothing but the best?

Everyone is driven by the urge to improve and seek for perfection in their lives. For over 130 years, Mercedes has been constantly improving their technologies to stay at the top of the game. With climate change as humanities biggest challenge in the 21st century, car manufacturers worldwide are faced with the need to look further and step up their game. This spec commercial visualises Mercedes ambitious goal, to evolve their entire fleet away from fossil fuel into a new future with renewable energies. A car manufacturer can not rest and look back at their past victories but constantly has to try to stay ahead. In a whirlwind of digital and analog images, this spot merges a human athlete with Mercedes top of the line street car GT63s which restlessly tries to break free of its past limitations.

Client: Mercedes Benz (SPEC)

Prod.: Nashorn Filmhaus KG

Concept: Maik Lüdemann, Moritz Moessinger

Copywriter: Thomas Gheorghiu, Marie-Jo Noack

Talent: Ludovic Holtz

Dir.: Maik Lüdemann

DoP: Moritz Moessinger

1. AD: Magdalena Schippmann

1. AC.: Nico Flach

2. AC.: Simon Reindl / Florian Hornung

B-Cam.: Florian Hornung

Gaffer Studio / Light Programming: Monty Johannsen

Gaffer Ext.: Peter Assmann

Electricians: Luis Arndt, Lea Schäfer

Grip and Crane Operator: Darren Mullis

Assistant Grip: Jakob Loda

DIT: Patrick Locher

Making Of Cam: André Menke

Post by INFECTED

Editor: Maxi Willmann

Colorist: Sönke Heuer

Post Production Producer: Dennis Czirr

VFX: Eike Oetjen

VFX: Finn Vormbrock

Audio by BLUT Audio

Composition: Jakob Klotz

Sounddesign: Michael Robb

Sound Mixing: Timo Blunck

Voice Over Artist: Elliot Blunck

Recording: Timo Blunck

Cupra, a young new car brand from Barcelona wanted to promote their new brand ambassador, FC Barcelona Female superstar Alexia Putellas. What was supposed to be an internal video for the client, turned out to be a campaign that won the hearts of the brand, the player and the fans of both CUPRA and Fc Barcelona.

Cupra New Icons proves that having a female football player to look up to is no longer just an idea, but a reality.

AGENCY:

&ROSAS

TEAM:

Isahac Ponce ECD

Maria Cerdan CD

Thomas Gheorghiu Senior CW

Virginia Nicolau Senior AD

AWARDS:

Gold - Club del Creativos 2022

The world had been locked indoors for a year. Clubs shuttered. Dance floors empty. The urge to go out calcified into something that needed a reason, not just permission.

The insight: being vaccinated wasn’t just a health decision. It was a passport back to the night.

We made a film about a group of friends — vaccinated, ready, alive — reclaiming the city they’d missed. Not a public health message. A party invite.

The night is young.

The tournament was a year late. But the rivalry? That never left.

Football banter between fans doesn’t end at the final whistle. It bleeds into culture, food, lifestyle, attitude. We called it Alternative Scores — the match that keeps going after the match. Luis Figo bantering with his Swedish wife about who’s going to win. Pushed through Instagram, OOH and online — always locked to the next competing nations.

Because for Heineken fans, the game is never really over.

Let the games begin. Cheers.

Most people have one good hair day a week, if they’re lucky. Amika makes products for the other six.

The brand was known almost entirely for dry shampoo. The challenge: show the full range, across every hair type, texture, and situation — without turning it into a product catalogue.

We built a campaign around real hair day stories. The good ones, the bad ones, the ones you fix in a moving car. Featuring disability advocate Bri Scalesse, Elizabeth Sweetheart aka the Green Lady of Brooklyn, and a cast of real people with real hair. Hulu, paid social, and billboards at The Grove in LA.

Love all your hair days. +12% brand awareness. +15% Sephora sales.

Life in southern Spain has a rhythm. Slower. Warmer. Built around simple pleasures taken seriously.

Larios Gin, born on the coast of Málaga, wanted to remind people of that rhythm. Not lecture them. Just show them.

So we made The Guide to Living Well — short films of small, specific joys. How to eat. How to talk. How to sit in the sun with a glass of gin and absolutely nowhere to be.

Vivir bien es un Arte.

FCB’s New York office had a brief worth framing: imagine what our old print ads would look like 150 years from now.

The insight was in the brief itself. Great advertising has always been a product of its time — but the best ideas transcend it. So what happens when you feed century-old creative thinking into the most advanced image-generation tool on earth?

This is what happened.

To show how TD Bank is unexpectedly human, we used the NYC taxi tops to portray simple acts of kindness that can improve New Yorker’s stress level. Using geofencing technology we created contextual messages depending on location, weather, or time of the day that will compliment any passerby and inform about the nearest TD Bank location.

This work was produced during my internship in TBWA\\\\CHIAT\\\\DAY with my team partner Tudor Cucu(AD) and mentored by Nuno Teixeira and Jexy Holman.

During my internship at Droga5, I presented a proactive idea that could bring together two of their clients, Spotify and The New York Times. In the end, the idea was used as a student project that won a couple of nice awards.

Idea

By using the power of entertainment to deliver the truth, we tapped into something young people naturally connect to, MUSIC, transforming current events into urban art.

A platform where local NYC street music artists will rhyme the truth in a weekly highlight of the news.

Creative Team:

Tudor Cucu - AD

Thomas Gheorghiu - CW

Awards:

Gold - ANDY Awards 2020

Gold - Clio Music 2020

Every designer has typed it. Almost nobody knows what it means or where it came from.

Lorem Ipsum is a corrupted excerpt from Cicero’s De Finibus Bonorum et Malorum, written in 45 BC — and it’s been staring at us from mockups, placeholders and unfinished layouts ever since. It deserved a book.

So I wrote one. Conceived, designed, and published it myself — a tribute to the most-read text nobody has ever read.

The story of the most used sentence in the world.