Mashreq

AT A GLANCE

Climb2Change is Mashreq’s global CSR initiative spanning UAE, Egypt, Nepal, and Pakistan, focused on cleaning natural landscapes and supporting local communities. The final phase in India moved into the foothills of the Himalayas, where the challenge was not the work itself, but making people care about something so geographically and emotionally distant. Instead of documenting the initiative, we translated it into human, relatable stories bringing the mountains closer to the audience. The result was a content system that turned a remote environmental effort into something personal, immediate, and shareable.

MY ROLE

Creative Lead: Led the final phase in India owning end-to-end strategy to storytelling, on-ground direction, and content strategy. Directed a 10-member production team, shaped narratives in real-time, and produced a suite of content pieces capturing the initiative across multiple lenses.

CSR CAMPAIGN
CREATIVE STRATEGY
CONTENT STRATEGY
ON-GROUND EXECUTION
STORYTELLING
SOCIAL CONTENT SYSTEM
BRAND PURPOSE

THE BRIEF

Capture and amplify the final phase of Climb2Change in India, bringing Mashreq’s global CSR initiative to life through meaningful, engaging content.

THE TENSION

Environmental initiatives in remote locations feel distant, people appreciate them, but don’t feel connected enough to care or engage.

THE OPPORTUNITY FLIP

Bring the mountains closer, by shifting the narrative from the scale of the initiative to the people, stories, and moments within it.

THE STRATEGIC DIRECTION

Move from documentation to storytelling, building a content system that translates impact into human, relatable, and platform-native narratives.

THE INSIGHT

People don’t connect with distant causes, they connect with familiar emotions, everyday actions, and human perspectives.

THE CREATIVE CAMPAIGN

Climb2Change: India. Crafting content pieces that bring the mountains closer, creating intimacy between those living in the hills and those watching at home.