Talabat: Football cultures, pan-MENA.
A connective hero film and six key creatives released across the AFC Asian Cup Qatar 2023.
- Role
- Art Direction — Campaign
- Client
- Talabat
- Year
- 2024
- Credit
- Abdullah Abbas
- Pan-MENA hero campaign direction
- Film edit and motion direction
- Six key creatives — one 1920 × 1080 (16:9), five 1080 × 566 (1.91:1)
- Tent activation — Sushi Stop
Key creatives
Six key creatives: the key visual above (1920 × 1080, 16:9) and five landscape frames (1080 × 566, 1.91:1), set here as feed cards.
Brief
The campaign was released across the AFC Asian Cup Qatar 2023 (played January — February 2024), when football was a shared cultural moment across the region. It had to land in Arabic and English, on every screen size, without diluting brand recognition.
Approach
The six key creatives show a team portrait of seven in football shirts on a pitch, two frames of players in mid-air, three men eating from takeaway boxes in a tent, and two frames of fans in orange shirts in a crowd. They are built from editorial portraiture, matchday lighting, and typography lifted from broadcast graphics. Every frame reads as a sports editorial.
Outcome
A connective hero film and six key creatives, extended to a tent activation (Sushi Stop).
