The archive.

Explore more work.

Six chapters, from Dubai, Abu Dhabi, Cairo and Tampa.

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Ideas first. Then the stage. Every project begins with a drawing: a mark, a headline, a picture that makes the idea clear. Then it gets built.

Cityscape Abu Dhabi, 2017: the ceiling of lit spheres over the stand, as built — **Cityscape Abu Dhabi, 2017**The sphere ceiling, as built. Open the project →

First the idea. Then everything.

Every project here began as a drawing: a lens, a star, a map, a line on a floor plan.

1.1

The creative process

From the first drawing to the real thing.

One idea per project: the line, the drawing, what was built, the film.

Dubai Health Authority

A star with one corner open. Almost 1,000 staff voted for it.

The three launch advertisements, the star drawn in each picture — Built

The mark, in 3D · 0:21

Liwa

A festival on open sand, built from nothing. Six zones, 16 days.

The festival built on the sand, seen from the air — Built

ZEISS

A lens, the brackets and an eye: one picture. Then 74 feet of screen.

The launch wall as built: the eye on a white wall, lit plinths in front of it — Built

Cityscape Abu Dhabi

Boxes on a floor plan became one line. Built in three days.

The line, built: the red aisle through the pavilion — Built

stories/cityscape/assets/show-film-1280.mp4

Designed, then built.

Every one designed in 3D first.

25 stands, pavilions and rooms, 2011 to 2024, for governments and companies.

How a space is planned

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Where AntBrush built it too, the photos show the build: a creative director who stayed until it stood.

Cityscape Abu Dhabi 2015–2018 · World Future Energy Summit 2013–2014 · ISNR 2016, 2018, 2022 · IDEX 2017, 2021 · GITEX · Tawdheef 2016–2017 · World Road Congress 2019

2.1

Designed → built

Drawn in 3D, then built by AntBrush.

The photos are the proof.

Cityscape Abu Dhabi, 2017, the 3D design — **Cityscape Abu Dhabi, 2017**7,200 sq ft, 14 projects, built in three days. Open the project →

Cityscape Abu Dhabi, 2017, as built — **Cityscape Abu Dhabi, 2017**7,200 sq ft, 14 projects, built in three days. Open the project →

Tawdheef, 2017, the 3D design — **Tawdheef, 2017**Municipal Affairs recruitment fair. The stand, designed and built.

Tawdheef, 2017, as built — **Tawdheef, 2017**Municipal Affairs recruitment fair. The stand, designed and built.

Innovation Month, Al Ain, 2024, the final 3D design: the whole area — **Innovation Month gate, Al Ain, 2024**One square of the map, built as the gate. Open the project →

Innovation Month, Al Ain, 2024, the final 3D design: the gate, whole — **Innovation Month gate, Al Ain, 2024**One square of the map, built as the gate. Open the project →

2.2

On site

Then we stayed until it stood.

The build, in the hall: floors, frames and finishing, before the doors opened.

ProductionBuild

Department of Transport booth build, Gulf Traffic, Dubai

Department of Transport booth, Gulf Traffic, Dubai

2.3

Designed

Rooms with one idea each.

Drawn in 3D; some built, some proposed.

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Rings, folds, ribbons and arches: each stand built around one shape its visitors would remember.

3D designExhibitions

UAE Pavilion proposal: the whole pavilion under its ring canopy, the government fascia, screens, traffic lights and two police cars

See 12 more stands →

Identities

A mark has to say one thing, in one look.

Four that stood for institutions, and four recent ones from Tampa.

Dubai Health Authority identity — **Dubai Health Authority**Government of Dubai · 2008Open the project →

Al Forsan International Sports Resort identity — **Al Forsan International Sports Resort**Abu Dhabi · 2009Open the project →

AIAASC identity — **AIAASC**A New York client, led from Dubai · 2020–22Open the project →

Children of Light Academy identity — **Children of Light Academy**Volunteer work · New Port Richey, FloridaOpen the project →

Prodigy Futbol Lab identity — Prodigy Futbol Lab

More identities

Dubai Chicas identity: a hand-drawn script with a bird, a heart balloon, a star wand and a pink shoe — **Dubai Chicas**Lifestyle community, Dubai · 2021

Campaigns

One idea, carried through every piece.

Each campaign at its own size: a reel when there are many, a row when there are few.

4.1

Dubai Health Authority · 2008

First the shape. Then the colour and the name.

The launch opened with no name at all: only the star, drawn in the picture. Open the project →

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Then each teaser turned into its revealer.

Launch campaignPrintOutdoor

DHA teaser: a child reaching for the star

4.2

Department of Municipal Affairs and Transport · Abu Dhabi · a proposal, not awarded

Because your time is important to us.

A road project, told as time given back: to your family, your home, your work.

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Then the stopwatch: the minutes the new road saves.

Al Salam Street ProjectPrintOutdoor

4.3

Liwa International Festival · 2019–20

Ready?

One question on everything: the key visual, the film and the outdoor. Open the project →

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The campaign brought the festival’s sports together in one visual world.

Key visualTVCOutdoor

4.4

AIAASC · a New York client, led from Dubai · 2020–22

It’s time.

We began with a plan, not a logo. Open the project →

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Then a year of campaigns under one mark: for schools, for teachers, for children.

RepositioningCampaignsFilms

4.5

Al Forsan International Sports Resort · Abu Dhabi · 2009

Your gateway to awesomeness.

One gate, many sports. Open the project →

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The launch ads and the hoarding along the road as the resort was built.

Launch campaignPressHoarding

4.6

Department of Municipal Affairs and Transport · Abu Dhabi

Abu Dhabi. The gate to the future.

The city as a destination: seen through a gate, set on a compass, floating as an island.

Corporate campaignPrint

4.7

UAE Ministry of Education · 2018

Give growth a language.

A national week against bullying, across 10 cities. Open the project →

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Two figures, seven leaves. 40 million hashtag views in two days.

Campaign brandSocialOn the ground

4.8

The Emirates Center for Strategic Studies and Research · 2012

The name, built from books.

For a book fair, the letters of the name became bookshelves.

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For a conference on water and food, the land split in two.

Press advertising

4.9

The University of Manchester · Manchester Business School

Imagine. Believe. Innovate.

A recruitment ad for executive study: the ideas leave the screen and take flight.

RecruitmentPress

4.10

Tawam Hospital · Al Ain · 2009 · proposal

The first hospital with HACCP.

Food safety, made simple: an apple that carries medicine, a number one built from food.

ProposalPress

4.11

Al Ahram Beverages · Egypt · proposal

Open your world.

For Heineken in Egypt: the bottle as a door to the world.

ProposalPress

A can opening into a burst of colour, landmarks drawn around it

4.12

Prime Body

Is body sculpting right for you?

A four-card social carousel: one question, then three answers.

Social

Live

Launches, festivals and concerts: the idea first, then the night it stood up.

The live shows, 2017 to 2018

Play the events promo 1:57

5.1

With MCX · Dubai · 2017–2019

Dubai concerts: before, during, after.

SWYP, Etisalat’s youth brand, presented Amr Diab and Mohamed Mounir.

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A promo film before, a recap after. Between them: the campaign, the artwork, the screens, the build.

ConcertsPromosRecaps

5.2

The artists I worked for.

The artists the work was made for. Two of the shows were canceled before the date.

Amr Diab
Mohamed Mounir
Angham
Magida El Roumi
Lilly Singh
Cairokee
Sharmoofers
Massar Egbari
Mahmoud El Esseily
H.O.H
Disco Misr
Dido 2019, canceled
Lara Fabian canceled

5.3

ZEISS Vision Care · Dubai · 2022 · with MCX

See beyond.

Three things on one sheet: a lens, the brackets and an eye. Open the project →

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Six days from confirmation to a live launch at The Space.

LaunchEnvironmentFilm

5.4

Liwa International Festival · Al Dhafra · 2019–20

Built from nothing.

Six zones on open sand, three large and three small: the heritage village, the family zone, the desert café, the team’s own camp. Open the project →

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A 16-day festival.

FestivalSix zonesBuild

5.5

Why Not! Mazzika · Coca-Cola Arena, Dubai · 2019 · with MCX

Make room for six acts.

One square per act, from a letter to an arena. Open the project →

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Five bands and one artist on one night.

FestivalVisual systemArena

The gate for Mohamed Mounir Live in Dubai, drawn

5.6

The Big Grill · Abu Dhabi · 2018 · with MCX

A festival starts with a drawing.

A guitarist, a 1950s car, a grill. Open the project →

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Drawn first, then cut harder, then one last question: red, or ochre.

FestivalPosterStage

5.7

MAF Global Solutions · Marriott Mena House, Giza · 2021 · with MCX

GS is One.

A company’s first birthday on a lawn below the Great Pyramid. Open the project →

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The idea: the number one, written in words.

AnniversaryArtworkScreens

5.8

Capacity Middle East · Dubai · 2018, 2019 · with MCX

A city in one line.

A gala dinner for a telecom conference: Dubai drawn as one line of light. Open the project →

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A year later, the client came back.

GalaScreens

Film

The finished films.

Watch the films

The archive.

First the idea. Then everything.

Seven ideas, before anything was built.

From the first drawing to the real thing.

Designed, then built.

Drawn in 3D, then built by AntBrush.

Then we stayed until it stood.

Rooms with one idea each.

Identities

Campaigns

First the shape. Then the colour and the name.

Because your time is important to us.

Ready?

It’s time.

Your gateway to awesomeness.

Abu Dhabi. The gate to the future.

Give growth a language.

The name, built from books.

Imagine. Believe. Innovate.

The first hospital with HACCP.

Open your world.

Is body sculpting right for you?

Live

Dubai concerts: before, during, after.

The artists I worked for.

See beyond.

Built from nothing.

Make room for six acts.

A festival starts with a drawing.

GS is One.

A city in one line.

Film