Nada Salem
Bilingual Copywriter
& Conceptualizer
BRANDS
CONCEPTS & COPY
DRIFTx Wrap up Video
Overview The brief asked for a wrap-up. I turned it into a story. By weaving the event’s moments into a clear script with rhythm and warmth, the three-day recap of the event delivered a feeling instead of just narrating what happened.
My role Script writing, visual direction, and bilingual captions.
Caption:
#DRIFTx2025 may come to an end, but the momentum carries on.
What started here in Abu Dhabi keeps shaping tomorrow, one idea, one movement at a time.
See you next year.
#This_Is_AbuDhabi #InvestWithAbuDhabi #AutonomousAD #ADAutonomousWeek
قد يكون DRIFTx قد وصل إلى نهايته، لكن الزخم مستمر.
ما بدأ هنا في أبوظبي سيواصل رسم ملامح الغد، فكرةً بعد فكرة، وحركةً بعد أخرى.
نراكم العام القادم.
#هذه_هي_أبوظبي #استثمر_مع_أبوظبي
5 Reasons You Should not come to DRIFTx
Overview A fun twist on the “Reasons Not to” trend.
We used sarcastic lines and cheeky delivery to spark curiosity and make DRIFTx look like the exact kind of event people actually want to show up for.
My role Script writing, visual direction, and bilingual captions.
Caption:
Still need a reason to be here? We’ve got five.
#DRIFTx2025 is where the world’s innovators talk, fly, and create what’s next. Be part of it now.
Register now through the link in bio.
#AutonomousAD #ADAutonomousWeek #This_Is_AbuDhabi #InvestWithAbuDhabi
ما زلتم تبحثون عن سببٍ للحضور؟
هنا يجتمع المبتكرون ليحلّقوا بالأفكار ويصنعوا المستقبل. كونوا جزءًا من الحدث.
للتسجيل, الرابط في البايو.
#هذه_هي_أبوظبي #استثمر_مع_أبوظبي
A Partnership That Built Possibility
Overview A documentary-led piece exploring the story behind a major partnership enabled by Abu Dhabi Investment Office. I crafted the narrative to feel human, purposeful, and grounded in real impact.
My role Script Writing
Ferrari Middle East
Overview Samples of Ferrari Middle East posts where I crafted bilingual captions that stay true to the brand’s strict tone of voice while still allowing space for subtle wordplay and expressive language.
My role Bilingual Captions
"Ruwad Unfiltered" - Emirates NBD
Overview For the “Ruwad Unfiltered” series, I crafted engaging scripts for each episode that let Ruwad members narrate their own journeys bringing the Emiratization program to life through real voices and real stories.
My role Script Writing
"THE ROAD TO TOUR DE FRANCE" - FAB
Overview For FAB’s Tour de France announcement, I wrote a fast-paced script that builds suspense while spotlighting their partnership with UAE Team Emirates.
My role Script Writing, English Caption
Overview As a royal and historical site, the main aim was to promote the hotel as such. The campaign reflects a couple’s stay as a royal experience highlighting every artistic corner through close shots that follow them through a fancy day in Helnan Palace, introducing the hotel as an elegant royal escape from the hectic everyday life implemented through video ad and followed by the rest of the campaign.
My role Conceptualizing, script writing, creative direction, and creating a SM launching campaign.
Caption:
Every second at Helnan Palace is a royal tale that deserves to be told.
Take in a timeless royal experience in the heart of Montaza Gardens.
For reservations: 03-5474050
#Helnan #Egypt #MontazaGardens #HelnanPalaceHotel #TheHistoricalTouch
Caption:
Every corner has its own marvels.
We guarantee you nothing less than a mind-blowing stay at Helnan Palace.
Ask for details: 03-5474050
Caption:
Take in the royal glam step by step.
Get the chance to follow the majestic steps of the royals in Helnan Palace in the heart of our beloved Montaza.
For more details: 03-5474050
Overview Introducing Bruxie’s sharing box through the concept of gathering. The box name was chosen to uniquely imply that the meals are made for sharing. “Buddies Box” implies that the box contains an item for each individual in a group of friends.
Click here to check the whole concept.
My role Conceptualizing, naming the product, and creating a SM launching campaign.
Caption: They’re just too good to not share!
Gather for a tasty lunch with your friends and order the Buddies Box now. #OneBoxForAllYourBuddies
Caption: No matter how different we are, we can all agree that we love Bruxie’s!
Introducing Buddies Box by Bruxie’s with different sandwiches and fries for you and your buddies to enjoy. Order from our branches or get it delivered to your doorstep now! #OneBoxForAllYourBuddies
Caption: Love saucy mushrooms? or are you more of a cheese-lover?
Why not both? Share the love for your beloved burgers in our Buddies Box now at Sanstefano branch! #OneBoxForAllYourBuddies
Overview: Introducing Bruxie's Kids' meal, I started off by creating a catchy name for the meal "Tiny Tummies", creating a concept through an interesting story that characterizes the elements in the meal to make an interesting story for the kids to read on the box. We also created an integrated digital campaign for the launching of the meal on SM, including reels, photos and designs.
My role: Conceptualizing, naming, character design and SM campaign creation.
 A big change is happening! Is Cairo ready for it? #ReshapingCairo #ComingSoon |  Cairo is experiencing a big transformation! Stick around to know what’s up with Cairo. #ReshapingCairo #ComingSoon |
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#ReshapingCairo
A launching campaign that was aimed at creating a buzz and raising huge awareness about Kimbo Restaurant's grand opening and how it's completely transforming the standards of fine dining in Cairo.
#PastKimboFuture
An awareness campaign that was aimed at communicating the fact that it’s always Kimbo Coffee’s time no matter when or where. This is achieved hrough implementing a series of posts showcasing different situations from different ages and how Kimbo is here and has always been, all under the hashtag #PastKimboFuture
 Boosting moods since forever! من زمان و كيمبو بيعدل المزاج. #PastKimboFuture #KimboEgypt #KimboCoffee |  Mastering the art of drinking coffee since the old times. من زمان و كيمبو بيقدم البن على أصوله. #PastKimboFuture #KimboEgypt #KimboCoffee |  Kimbo has always been by your side and will always be! بن كيمبو معاك من زمان و هيفضل مكمل. #PastKimboFuture #KimboEgypt #KimboCoffee |
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#AHorrorStory
Overview: A halloween themed campaign, introducing different situations where Kimbo coffee is so important to be around that it would literally be scary not to have it during these situations.
My role: Conceptualizing the campaign visuals as well as writing creative captions for SM.
 Imagine having to study for midterms before KIMBO. Sounds like a horror story! هتخلص كل المذاكرة دي من غير قهوة كيمبو؟ حاجة تخوّف.. #AHorrorStory #KimboEgypt |  An interview without your morning KIMBO coffee? Sounds like a horror story! انترفيو قبل قهوة الصبح من كيمبو؟ حاجة تخوّف. #AHorrorStory #KimboEgypt |
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#TimeForKimbo
The campaign aims to promote the different ways of coffee people can drink with Kimbo and when it's best to drink each of them throughout the day.
 #KimboIsBestWhen it’s morning and you need an energy boost for the rest of the day.. Go for a cup of cappuccino! تعرف ان أحسن وقت للكابتشينو هو الصبح عشان يديك الطاقة اللي محتاجها لليوم؟ #TimeForKimbo #KimboCoffee #KimboEgypt |  #KimboIsBestWhen it’s time for a quick snack that fills you up in the mid-morning along with a cup of mocha. كيمبو موكا في نص اليوم مع سناك خفيف هو كل اللي محتاجه عشان تكمل اليوم. #TimeForKimbo #KimboCoffee #KimboEgypt |  #KimboIsBestWhen you’re feeling full after a heavy meal. A strong Kimbo espresso is definitely what you need right now! تقّلت في الأكل؟ مفيش أقوى من اسبريسو كيمبو عشان تصحصح! #TimeForKimbo #KimboCoffee #KimboEgypt |
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#DoorsToBeginnings
Air Arabia Campaign Proposition
Overview: By the start of the new year, this campaign focused on one of their main objectives which was reaching out to millennials looking to travel for leisure. The campaign aimed to attract this segment by conveying the idea that a new year means new beginnings, new beginnings start with new journeys, and Air Arabia is their door to these journeys.
My role: Creating the digital strategy as well as conceptualizing an IMC campaign to be implemented on SM as well as on-ground.
Click here to check the digital strategy.
Click here to check the activation concept.
 New year. New beginnings. Make this the year of exploring! Air Arabia is your door to new beginnings. خلي السنة ديه للاكتشاف مع العربية للطيران بوابتك لبداية جديدة! #DoorsToBeginnings #AirArabia #العربية_للطيران |  New year's resolutions: Explore! Reach your resolutions with Air Arabia, your door to new beginnings. ابدأ بداية جديدة للسنة و إتعرف على أماكن أكتر. العربية للطيران بوابتك لبدايات جديدة. #DoorsToBeginnings #AirArabia #العربية_للطيران |
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#aTypicalWorkingDay
Pimula Agency's April Fools Campaign
An April Fools campaign, sarcastically illustrating a working day in the agency by presenting different imaginative situations in an album all under the tagline #aTypicalWorkingDay
 We're always given deadlines that fit all requirements of a project! So, there's always enough time and no pressure at all. #ATypicalWorkingDay |  A typical working day at an agency ends at 5 pm. Everyone happily checks out and goes home while the sun is still out! #ATypicalWorkingDay |  We're also always provided with a loose budget that covers every single aspect of the clients' needs! #ATypicalWorkingDay |
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 Designs are always approved from the first time! No need for edits, just one simple .psd file. #ATypicalWorkingDay |
#MoreThanADream
The direction of the campaign was aimed at covering the different fields that Sawiris Arts and Culture Scholarship's program covers, focusing on the fact that whatever the talent is, it’s not considered as just a dream anymore.
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#محتاج_بريك
Coffee Break Campaign Proposal
Tagline #محتاج_بريك
Campaign Brief
Inspired by the brand’s name, the idea behind the campaign focuses on the concept of the “break”. Presenting several difficult situations in which the need to pause for a moment and take a break arises. And of course, “break” is also a reference for Coffee Break which will be displayed as the ultimate way to catch a break and introduced as the hero that prevents you from having to deal with unwanted situations that could easily be avoided if you just took that kind of a break.
 بعد يوم طويل و ضغط كتير… وقّف و خد البريك اللي محتاجه قبل ما يحصل مشاكل! #محتاج_بريك |  متحطش نفسك في موقف زي ده في الشغل. وقّف دلوقتي و خد البريك اللي محتاجه! #محتاج_بريك |  عزومة و ناس و زحمة؟ شكلك محتاجة توقّفي دلوقتي و تاخدي البريك اللي تستحقيه. #محتاج_بريك |
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