Brand Strategy · Creative Direction · Digital Communication
Every scene that follows is real.Watch how far one idea can go.
Opening Credits
Selected clients, and the proof up front
Five-plus years across brand, campaigns, content and digital, for developers, community and lifestyle brands: major UAE property launches, the systems that keep a global online community running, everything in between. If it needed a name or a plan, it's probably in here somewhere.
Now Screening
Selected work, project by project
Here's what happened after
scope · Brand Strategy · Positioning · Project Communication
credited · strategy & creative direction
directed by · Rabbia Shahzad
Four residential launches for one developer. Each got its own name and its own campaign, and still reads like one hand was behind all of it.
scope · Positioning · Brand · Digital · Sales
credited · strategy & creative direction
directed by · Rabbia Shahzad
Not the floor plan. The person standing in it. Positioning, brand strategy and a content system built around real life.
scope · Digital · Community · Systems
credited · strategy & creative direction
directed by · Rabbia Shahzad
A global online community that had quietly outgrown its own branding. A rebrand, a new digital experience, and the support system holding it together.
scope · Brand · Positioning · Hospitality
credited · strategy & creative direction
played by · Buddha-Bar
Twenty-four residences built around a private coral nursery, sold on the reef long before anyone saw a floor plan. Positioning and launch communication, start to finish.
scope · Social Strategy · Market Research · Creative Direction
credited · strategy & creative direction
directed by · Rabbia Shahzad
Most developers post the view, the amenities, the price, and call it content. Research-led social strategy gave Foster an actual point of view instead.
scope · Pitch Strategy · Research · Creative Direction
credited · strategy & creative direction
directed by · Rabbia Shahzad
The part that usually stays behind the scenes: the actual thinking built before either campaign existed, for two very different briefs, WhiteSpot and DARA.
scope · Social Media · Launch Framework · Website
credited · strategy & creative direction
directed by · Rabbia Shahzad
A developer with nothing built yet, and a launch that needed people to believe in it anyway. Social strategy, a launch framework and the website, still in the edit.
In Production
Under Production · Take 01
scope · To Be Announced
credited · strategy & creative direction
directed by · Rabbia Shahzad
Something new is taking shape. Check back for the reveal.
The Cast
What I actually do, day to day
The research and the naming. Figuring out what a project needs to say, before it says anything at all.
Identity and campaign work that carries one idea into every frame, long after the pitch deck is forgotten.
Pillars and publishing systems built to compound, not a calendar someone has to keep feeding by hand.
The websites and internal tools that run the brand once the campaign’s over and the actual business still has to work.
The Reel
The career timeline, condensed
six frames, running forward
Hostollo
Ran client communication and cross-functional coordination, cutting project turnaround time by 10%.
Stargen Inc.
Competitive research into positioning, and go-to-market planning for product launches including Zapp GG.
PIXL Group · Dubai, UAE
Sales, campaign and launch content for major UAE property and hospitality brands: Emaar, Sobha Realty, DAMAC and more.
Reverts.io · Global digital community
Grew event participation 60% and cut response delays 30% through restructured promotion and workflow automation.
Mint&Co · UAE
Brand positioning, campaign strategy and end-to-end communication systems for new and existing UAE developments.
Social.t · UAE & International
Leads the creative and content function across client accounts, from narrative direction through to final delivery.
The Reviews
What people said, unprompted
sealed, signed, delivered
To the World,
“Obnoxiously creative, hands-dirty in the research, quick on her feet: an absolute marketing rockstar. A swiss-army-knife folded into a sucker punch.”
Maaz Asghar
Content Head, Mint&Co.
To the World,
“A rare way of connecting ideas, insight and storytelling into work that stands out, and collaborative, thoughtful and generous with it.”
Namrata Jawhrani
Group Head – Content Strategy, SoCheers
Behind the Camera
The director, interviewed
on the record, for once
Every director eventually has to sit in front of the camera. Here's the part where I do.
Most strategists stop at the deck. Most builders never open one. I do both, which either makes me useful, or means I never picked a lane. Jury's still out.
Brand strategy, creative direction, content systems, and just enough dashboard-building instinct to make an actual developer nervous. I've named projects before they existed, rebranded a community of thousands, and once built a CRM because a WhatsApp group chat had officially given up.
Based in Dubai. Available for brands that want a point of view before they want a logo, and can handle a little attitude on the way there.
Tools in rotation
B-Roll
Personal work · Instagram · the outtakes
Follow, evidently, feels like a big commitment. I've chosen to read that as elite reach rather than, as my ego briefly proposed, a referendum.
This is the work with no client, no brief, and no one else to blame for the aesthetic. Cut from every client deck, kept anyway, because apparently having a full-time job wasn't a big enough personality.
@whenrubewritesRoll Credits
Contact, the closing scene
Book a session with the director. Tell me what we're making and where you're at, and consider this your reservation.