content creator
Ramadan is already a marathon for moms. Then the world changed.
During the COVID “new normal,” moms everywhere were suddenly juggling everything at once.
E-learning, housework, work calls, family members stuck apart or abroad, husbands working from home, all while fasting. And we kept coming back to one question: if motherhood is hard in normal life… what does it look like during this?
E-learning, housework, work calls, family members stuck apart or abroad, husbands working from home, all while fasting. And we kept coming back to one question: if motherhood is hard in normal life… what does it look like during this?
The film became a love letter to the invisible work moms do to keep Ramadan feeling like Ramadan, even when everyone is physically far.
Organizing group calls so the family can break fast “together.” Teaching traditions through screens. Keeping the mood light when the world feels heavy. Holding the whole house emotionally, not just practically.
Organizing group calls so the family can break fast “together.” Teaching traditions through screens. Keeping the mood light when the world feels heavy. Holding the whole house emotionally, not just practically.
And because the story was about distance, the execution had to live inside that reality too: the entire brand film was shot and directed via webcam. Raw, intimate, honest, and exactly the kind of format that made the message hit harder.
A celebration of the small ways moms keep us close in times of crisis, and the quiet strength it takes to give everyone a great Ramadan.
A celebration of the small ways moms keep us close in times of crisis, and the quiet strength it takes to give everyone a great Ramadan.
The campaign was featured in Campaign Magazine
CREDITS
Creative Director: Amr Younis
Content Creator: Mohab Essam
Copy Writer: Lubna Alsalous & Mohamed Tharwat
Producer: Taline Al Tasheed
Project Manager and Strategist: Shivani Kulshrethsa
Creative Director: Amr Younis
Content Creator: Mohab Essam
Copy Writer: Lubna Alsalous & Mohamed Tharwat
Producer: Taline Al Tasheed
Project Manager and Strategist: Shivani Kulshrethsa
