Earthlink Labour's Day Campaign
Concept, direction and production of a Labour's Day campaign partnering Iraq's largest ISP with The Station Foundation — made entirely in-house.
Role: Creative Director & Producer (The Station Foundation)
Client: Earthlink Telecommunication
Earthlink, Iraq's largest internet provider, partnered with The Station for a Labour's Day campaign. The challenge: turn a corporate sponsorship moment into a story that read like it belonged to the day, not the brand.
I anchored the campaign on one Arabic line: (Builders of the future - hand in hand we build). It pulled Labour's Day away from generic gratitude and into something the founder community could see itself inside.
I led the concept, scripted in Arabic, cast, directed on set and oversaw post, produced entirely in-house with a low budget.
The result: A partnership film that read as a brand story, not a sponsor logo wall, and gave Earthlink a presence inside Iraq's youth and startup community that money alone wouldn't have bought.