Overview
A launch campaign introducing Mahfoufa and its first event, “Beyond the Pursuit,” with Azzah Al Ghamdi. I developed the concept, planned the content sequence, and created the Arabic copy, designs, and videos.
The campaign moved from audience challenges to a collaboration reveal, an invitation film, and event and guest carousels. Chairs, envelopes, and questions connected the releases, building anticipation while gradually introducing the gathering.
A pencil before colour
I chose black and white for the phase preceding Mahfoufa’s full identity reveal. Inspired by pencil sketches, the temporary palette represented the first expression of an idea: open to adjustment and development before taking its final form.
This gave the launch its own visual character while reserving colour for the next stage. Arabic typography, circular forms, and consistent tonal treatments connected the different formats.
- Project type
- Mahfoufa — Beyond the Pursuit
- Category
- Social Media
- My role
- Concept Development · Content Planning · Arabic Copywriting · Scriptwriting · Visual Direction · Photography · Directing · Prompt Writing · Video Editing · Motion Graphics · Social Media Design
- I developed the concept, planned the content sequence, and created the Arabic copy, designs, and videos.
- Deliverables
- An audience participation campaign, collaboration reveal, and event launch, connected through the chair, envelope, and circle.
- Tools
- Adobe Illustrator · Adobe After Effects · Adobe Lightroom · CapCut · Higgsfield
Complete theCircle campaign
The opening challenge asked participants to photograph an empty chair, share it in the comments, and tag a woman they wanted to offer a seat to.
Later prompts invited them to contribute handwritten questions and respond to questions in a reel. The captions linked each activity to the next, moving from choosing a place in the circle to contributing to its conversation.
Complete the Circleكمّلي الدائرة
Audience participation campaign
An empty-chair challenge inviting women to offer someone a place in the circle.
Our First Questionأول سؤال بيننا
Participation promptImage pending
A handwritten-question activity building on the chair challenge.
The Question Chooses Youالسؤال هو اللي يختاركم
Interactive reelVideo pending
Viewers pause the reel and answer the question that appears.
- Our First Question — أول سؤال بيننا · Participation promptImage pending
- The Question Chooses You — السؤال هو اللي يختاركم · Interactive reelVideo pending
Mahfoufa and DiwaniyatAl-Arbaa collaboration
A telephone call and a wrapped box introduced the collaboration between Mahfoufa and Diwaniyat Al-Arbaa. Content across both accounts guided viewers through the exchange and towards the unboxing.
The copy connected the reveal to the audience’s participation, acknowledging the chair photographs and questions that had helped the circle grow.
The Call
Collaboration teaser videoVideo pending
A telephone exchange introduces the collaboration and leads viewers towards the box reveal.
The Box Reveal
Collaboration reveal video
The box reveal connects the partnership announcement with the audience’s contributions.
The FirstInvitation film
The invitation film moves from Kuwait’s skyline to an envelope at a doorway, introduces Azzah Al Ghamdi, and continues into the venue. Invitations placed on individual chairs lead to the final reveal of a complete circle of seats.
The sequence connects the opening challenge with the gathering, bringing the chair, envelope, and circle together in one invitation.
The First Invitation
Invitation film
A sequence connecting Kuwait, the envelope, the guest, and the gathering’s circle of chairs.
Event andguest carousels
The event carousel introduced “Beyond the Pursuit” through its central questions: what we seek, why we seek it, and how to pursue success without losing ourselves. It then presented attendance details and the learning materials participants would receive.
A separate carousel introduced Azzah Al Ghamdi’s qualifications, experience, media work, and publications. Numbered sections and progress indicators organised the information into a clear reading sequence.
The First Invitationالدعوة الأولى
Event invitation carousel
The event introduction and invitation to Beyond the Pursuit.
Who Is Azzah Al Ghamdiمن هي عزة الغامدي؟
Guest introduction carousel
A profile organised around qualifications, experience, media appearances, and publications.
Beyond the Pursuitما وراء السعي
Event promotional poster
The event announcement featuring Azzah Al Ghamdi, with attendance details.
Our Dateموعدنا
Event date post
The date, time, venue, and participation fee in a minimal typographic composition.
Videoproduction
I developed the video concepts, wrote the scripts and prompts, and directed the sequences. I used Higgsfield to generate selected video footage, then handled the editing, typography, motion graphics, and final assembly in Adobe After Effects and CapCut.
Closing thecircle
The sold-out announcement returned to the chair and envelope with the message, “The circle is complete. The gathering is still to come.”
The design linked back to the opening challenge, while supporting content highlighted the learning materials participants could revisit after the event.
What You Take With You
Learning materials post
A post introducing the learning resources participants receive and can revisit after the gathering.
The Circle Is Completeاكتملت الدائرة وباقي اللقاء
Sold out announcement
A chair and envelope composition announcing that the event has reached capacity.
Results
206K views — Guest Introduction Carousel
174K views — First Invitation Carousel
84.9K views — Event Promotional Post
59.5K views — Invitation Film
524.4K combined views across four selected campaign posts. The event reached full capacity, with a waiting list.