EGBANK
- Discipline
- Banking
- Market
- Egypt
- My role
- Concept development · Campaign visual design
- Client
Everyday friction. A new way forward.
Context
Drive Now is an EGBANK car-loan campaign built around familiar transport frustrations in Egypt. The work also includes a separate campaign for Freely, EGBANK’s offering for freelancers.
Visual idea
“متركبش الصعب، اركب عربية” turns a practical banking offer into a human story. Metro and Late Night Ride explore two everyday journeys through relatable, short-form films.
My contribution
I developed the concepts for the Metro and Late Night Ride films and worked on the campaign visuals. The work brings narrative situations, expressive imagery and EGBANK’s turquoise identity into one campaign.
Drive Now
The ride you wish you could skip.
Car-loan campaign. Film concepts and campaign visual design.
The creative idea
A familiar problem, taken one step further.
Small travel frustrations become recognisable scenes with an unexpected twist. Egyptian humour and conversational copy turn “the hard way” into something you can see.
متركبش الصعب، اركب عربيةMetro
An ordinary metro ride becomes a comic exaggeration of the daily commute. The central passenger is squeezed into an absurdly uncomfortable situation, with a fellow traveller dressed as if the journey needs survival gear. The film and the visual make “متركبش الصعب” literal: this is a ride you would rather leave behind.
Plays with sound
Late Night Ride
A quiet street after midnight shifts the idea from the pressure of a crowded commute to the uncertainty of getting home. The atmosphere does the storytelling, giving the same campaign line a different kind of tension.
Plays with sound
Freely
What does freedom mean to you?
Freely / فري.لي — a campaign for freelancers. Expressive portraits, bold turquoise and playful compositions put independence at the centre of the story.
