All work shown was produced at Reelly, Dubai, for the named clients. The screens are presentation
mock-ups of content published on those brands’ own live channels. No client budgets, contracts or
unpublished work appear anywhere on this page.
Nine of eighteen accounts shown. Further detail and reporting available on request.
§ 02 · Five in brief
Five more accounts, in brief.
Four full case studies and five short ones. What is shorter here is the writing, not the evidence — every account still shows everything I have. An account does not become a bigger account by being written about at greater length.
05 · IMA Middle East · Professional education · Middle East
Two globally governed brands on one asset, and neither guideline bends.
IMA Middle East is the regional arm of a global certification body. Every regional post had to
sit inside the global identity, so nothing published here read as a local off-brand version of
an international brand. I split the account into two registers: credential awareness for the
CMA, and event communication for the speaker series.
Client
IMA Middle East — Institute of Management Accountants
Sector
Professional education — certification
Markets
Middle East, regional
Period
Within January 2021 – present at Reelly
My role
Account Manager
What I owned
The brief, the calendar and the copy, in two registers — credential awareness and event communication
Team context
An agency account at Reelly, Dubai. Design and production ran through the studio team
Languages
English
Channels
Instagram feed and Stories · co-branded event and campaign creative
Reporting
— No performance data for this account is mine to publish
Scope
A regional content set covering the CMA credential campaigns and the event programme, including the co-branded IMA × Deloitte sustainability speaker series and its September save-the-date.
Both marks sit at equal weight and the panel subject leads the frame rather than either logo. A co-branded series only holds if neither partner looks like the guest.
Treated the save-the-date as a diary instruction rather than a teaser — theme, dates and the ask in one read, because finance professionals block calendars weeks ahead.
The offer names exactly what it applies to — CMA entrance and IMA membership. A vague discount on a professional credential reads as a catch, so the scope sits on the creative itself.
Led with where the qualification puts you rather than what it covers. Candidates commit to the CMA for the job title, not the syllabus.
Aimed at candidates mid-study, not at prospects. A certification body loses people during the exam period, so part of the calendar exists to hold the ones already enrolled.
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06 · Genesis · Automotive · GCC markets
A global luxury marque, GCC launches, and a register that had to hold in two languages.
Vehicle launch communication run end to end across GCC markets — calendar, briefs, copy,
approvals — with every post held inside the marque’s existing art direction rather than a
regional look built on top of it. The vehicle captions were written in English and in Arabic.
Client
Genesis
Sector
Automotive — luxury marque
Markets
GCC markets
Period
Within January 2021 – present at Reelly
My role
Account Manager
What I owned
Launch communication end to end — the calendar, the briefs, the copy and the approvals
Team context
An agency account at Reelly, Dubai. Design and production ran through the studio team
Languages
English and Arabic
Channels
Instagram feed · vehicle launch content
Reporting
— No performance data for this account is mine to publish
Scope
Launch communication and content produced for GCC vehicle launches and published on the brand’s own channels, with the vehicle captions written in English and in Arabic.
The feed reads as one continuous sequence because every GCC launch post stayed inside the marque’s existing art direction rather than adding a regional layer on top. On a luxury car brand, local personalisation is what makes the account look like a dealer instead of the marque. The Arabic caption for the GV70 is reproduced in full in the writing section.
07 · Nofa Riyadh, a Radisson Collection Resort · Hospitality · Saudi Arabia
I built the feed around the wildlife, not the rooms.
A Radisson Collection resort in Saudi Arabia, with wildlife on the property. The job was
to sell a stay a city hotel cannot match, so the oryx, gazelle, giraffe and camel led — and the
photography workshops became a reason to book rather than a footnote.
Client
Nofa Riyadh, a Radisson Collection Resort
Sector
Hospitality — luxury resort
Markets
Saudi Arabia
Period
Within January 2021 – present at Reelly
My role
Account Manager
What I owned
The story strategy, the copy and the briefs
Team context
An agency account at Reelly, Dubai. Photography and design ran through the studio team
Languages
English
Channels
Instagram Stories
Reporting
— No performance data for this account is mine to publish
Scope
A running story series built on the animals and the photography workshops, held to one refined register.
The animals run as the spine of the story series instead of rooms and plated food, because the reserve is the one thing a Riyadh city hotel cannot copy. The photography workshop frames sit inside the same series, so the wildlife stops being scenery and becomes something a guest books a night to shoot.
08 · Atelier 10 · Beauty & lifestyle · United Arab Emirates
A story format the salon can run every week without a new idea every week.
A beauty and grooming salon talking to two audiences at once — hair and nails, men and women.
I split it into three named story series on one template, so each week’s frames read as an
episode of something running rather than a standalone promotion.
Client
Atelier 10
Sector
Beauty & lifestyle — salon and grooming
Markets
United Arab Emirates
Period
Within January 2021 – present at Reelly
My role
Account Manager
What I owned
The series design, the calendar, the copy and the approval cycle
Team context
An agency account at Reelly, Dubai. Design and production ran through the studio team
Languages
English
Channels
Instagram feed and Stories
Reporting
— No performance data for this account is mine to publish
Scope
Three named story series — men’s grooming, nail education, office-sharp — plus a planned feed grid, all running to one template.
The grid is planned as one composition rather than a queue, alternating hair and nail work. A first-time visitor decides from the first nine tiles, and those tiles had to show the full service range instead of whichever treatment happened to post last.
Men’s grooming got its own series and its own flat, declarative lines. A salon read visually as a women’s space needs a separate entry point for men, and a one-off post would not have built one.
This series sells the visit, not the treatment — one frame per moment of the appointment. Beauty bookings turn on what the hour feels like, which a price and a service name never convey.
“Sharper than your 9am” attaches the cut to something already in the reader’s week. Tying grooming to the working week gives the booking a date instead of leaving it as a vague intention.
The nail menu runs as education — classic manicure, gel polish, BIAB — because the unexplained term is what stops the booking. The series answers the question first, and only then asks “are you booking next?”
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09 · The Dance Studio · Beauty & lifestyle · Saudi Arabia
Two jobs from one feed: show the room, then get someone to the booking screen.
A Saudi dance studio taking bookings through its own app. I split the feed into two jobs —
films that show the room, and cards that carry an offer or the booking step — and built the app
campaign around the five class names people already search for rather than the word “dance”.
Client
The Dance Studio
Sector
Beauty & lifestyle — dance studio
Markets
Saudi Arabia
Period
Within January 2021 – present at Reelly
My role
Account Manager
What I owned
The brief, the calendar and the copy
Team context
An agency account at Reelly, Dubai. Film, editing and design ran through the studio team
Languages
English
Channels
Instagram feed and Stories · app and booking campaign
Reporting
— No performance data for this account is mine to publish
Scope
Class films, the ten-per-cent-off packages post, and an app campaign across five named classes — Hip Hop, Jazz Funk, Afro Fusion, KPop, Creative Dance — carrying one instruction: book, dance, repeat.
The films were shot inside the studio rather than on a staged set. Someone deciding whether to walk in is really asking what the room, and the people already in it, look like.
The title card puts the studio name over a single dancer in the opening frame, so the film is identifiable as The Dance Studio’s own the moment it autoplays on mute in a feed.
The offer gets a frame to itself — no class list, no schedule. A promotion that also tries to explain the programme stops working as a promotion.
The five class names sit on the creative instead of the word “dance”. People look for the style they already want, and the class name is what makes the download feel like it is for them.
Showing the booking screen itself was the decision. The ask was a booking, so the creative had to show what the next tap actually looks like rather than describe it in copy.
“Book, dance, repeat.” is three words in the order the user does them — a line that doubles as the instruction, which is what a conversion brief needs the copy to be.
