OOKA - THE FUTUTRE OF SHISHA

This campaign wasn’t just about launching a device. It was about launching a vision. As OOKA returned to the spotlight, our goal was to reintroduce it to the region with a bold, unified message — the future of shisha. Backed by legacy names like Al Fakher, Shisha Kartel, and Zodiac, the campaign bridged innovation with tradition, showing how modern design and cultural heritage can coexist in one seamless ritual.

The brief
Relaunch OOKA across the region under a powerful new platform: The Future of Shisha. The challenge was to reframe OOKA in the minds of both seasoned smokers and curious newcomers, positioning it as a lifestyle upgrade — smarter, cleaner, and more refined — while still rooted in the culture and legacy of traditional shisha.

Creative approach
We built a campaign around contrast and connection. Futuristic product shots were paired with familiar rituals. Heritage brands were brought into a modern visual world. From textures and lighting to motion and color, everything was designed to feel elevated, cinematic, and culturally grounded. The result was a visual narrative that honored the past while pushing the category forward.

My role
As Senior Art Director, I led the creative strategy and execution across film, design, and digital. I worked closely with brand and product teams to ensure every frame told the story of evolution — how a category steeped in history could evolve without losing its soul. From concept boards to final edits, I made sure OOKA felt as refined as the experience it delivers.

The result
The campaign successfully relaunched OOKA with a fresh sense of purpose and direction. It sparked new interest across the region, reestablished brand relevance, and set a strong foundation for future innovation under the OOKA umbrella.