Defender Ramadan
Overview
Our 2026 Ramadan Defender Campaign started off with a multi-generational idea across multiple rugged landscapes. It was close to getting the green light when budget brakes were unceremoniously pulled. The new request – something scaleable in a ‘now’ truncated turnaround time.
The Brief: Reflect the brand’s sensitivity and appreciation of the cultural and religious significance of Ramadan (but also make a poster… a bold, epic poster that shouted capability).
The challenge: Find an angle that hadn’t yet been explored… and so that’s exactly what we did!
The Result: A bold, scalable birds eye view across 176 bespoke OOH sites, 505 localised assets (English, Arabic and French), CX and social. The Ramadan Crescent Moon created by our Defender – an epic metaphor of faith, determination and transformation rolled out across the MENA region.
Showcased over 176 OOH sites across the MENA region during Ramadan
blending realism with a touch of magic.
We needed a crescent moon!
A few of my initial concepts and supporting prompts.
The input defines the output and I’m definitely still learning (and token burning).
…and how I brought them to life in Photoshop.
Timing is everything when you’re working to social media caps. A huge shoutout to our production partners Ewanme.
In closing
Art Director on UKIA Creative Team.
Creative Director: Pete Sanna
Creative Team: Dom Irwin, Emily Blaney, Stacey-Lee Swart
Production: Elizabeth Newton, Leah Cory
Strat & Client Service: Pierre-Henry Briec, Sheena Vegad
Project Management: Kamran Haider
VFX: Ewanme, Fifthwall
The final output was both believable and magical which kept the ‘#ButScience’ part of my brain happy.
A huge shout out to the VFX team for helping the idea come alive.