Commissioned by agency IMA MENA to lead the production of an activation that honoured Ramadan 2026, a key moment in the cultural calendar. Translated brand presence into an experience that respected the rhythm of fasting and community spirit, honouring wellness over borrowed iconography.

Delivered a pre-dawn hike timed to suhoor, iftar arranged at the summit, and catering that respected the fast, anchoring the activation in community and lived cultural practice. Resulted in a campaign delivery that felt authentic to the people it was made for and the brand it served.