" Create a double-spread print ad to promote My School Pulse, a Lebanese NGO dedicated to uphold and fund the education of terminally ill children." 

When the brief first came in, it was a full-fledged harrowing blank. But after jotting down a few idea-fetuses and cracking a few jokes, we decided to develop the idea you'll discover below.

We agreed on the art direction, and while Elie crafted the layout, I crafted the copy. Our teamwork scored us first place, and a sweet escape to the Cannes Lions Festival of Creativity in June 2017, where we were awe-struck by day and quite tipsy by night.

The copy reads:

Karim misses his old bully. His hefty backpack, the loud teachers in the hallway and the stale brownies at the cafeteria. He misses everything about school, even the things he hated most. Karim is terminally ill. This new bully knocked him out of school. Together, let’s help him pursue an education either way, and fight for his dreams.

" Create a double-spread print ad for Global Citizen, an American NGO that wants to push the youth to be digital activists, by sharing everything and anything, to raise awareness about poverty."

Blank #2. This one lasted longer.

Out of all the ideas we had, the deadline strong-armed us into going for just one. Here's the one we chose to develop, based on a provoking parallel between online vanity manifested through posting selfies with this now-iconic beautifying filter, and the extreme poverty some people live in.

The copy reads:

This filter really opens your eyes.

Doesn't matter how you share their story, as long as you do.

And just for kicks, here are a few snaps I took on the only day we didn't spend racing from one auditorium to another :)