Isnad SMEs Campaign
Creative direction, scripting, and production of a two-film campaign for Isnad, The Station's founder-support programme.
Role: Creative Director & Producer (The Station Foundation)
Isnad, Arabic for support, was The Station's founder-support program. The brief: tell its story without sounding like another aid program. No production house, no media buy, no influencer fees. The work had to earn its credibility on craft alone.
I built the campaign around one shift in framing, (we make change). The hero isn't the founder. It's the support that made the founder possible. Two short ads followed two founders backwards, from product to the moment someone showed up for them.
I directed both ads and produced both ads end-to-end, in-house: scripting in Arabic, casting, on-set direction, post-production review.
The result: Two ads that gave Isnad a recognisable voice inside Iraq's entrepreneurship scene, used afterwards by partners and applicants as the reference for what the program actually meant. Made with no budget. Read like they had one.