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.
We 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 developed the concept, wrote the Arabic script (adapted the central line into lyrics in collaboration with a singer and writer), led casting and on-set direction, and supervised post-production.
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.