La Brasserie is a unique dining destination that is introducing Riyadh to a whole new level of five-star dining. For La Brasserie, food is not to be merely consumed but enjoyed. Every element of the dining experience is one that is filled with magic and anticipation, akin to an audience waiting for a show to begin.

Client: Al Faisaliah Hotel
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
Concept/Art Director: Syed Umair
Copywriter: Lakshmy Nair

Client: DTCM - Dubai Department of Tourism & Commerce Marketing
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
Concept/Art Director: Syed Umair
Copywriter: Lakshmy Nair

Director: Mike Beech
Producer: Antonio Sabatella (Tomorrow Film)
Sound design: Khaled Hamdy

Creation of a digital campaign to encourage Chinese holiday-makers to choose Dubai as their New Year holiday.

Honour your traditions and create new ones.
Climb the tallest tower in the world, fly through skyscrapers on a zip line and splash down a water slide. Wave your hands in the air and snap as many photos as you can with characters from all your favorite movies.
Feel your adrenaline race as you take on the dunes and feast on local delicacies as the sun sets. Soak up culture in centuries-old forts and hang out in the places that are not on any tourist map.
Bask on the beach, shop every brand imaginable and savor fine dining in sumptuous settings as red and gold fireworks light up the sky.
Celebrate, together.
Discover Dubai.

 

Client: Pearl Rotana Capital Centre Abu Dhabi
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
ACD/Copywriter: Smita Subramaniam
Concept/Art Director: Syed Umair

Targeting Abu Dhabi‘s community to explore a true dining experience at The Warehouse Wine & Tapas bar with its urban chic interiors, its irresistible menu of small plates and a lively roster of global wines. Inspired by Mediterranean style dining, paired with warehouse inspired design, casual and relaxing vibe, focusing on a laid-back environment and a good place to socialize for group gatherings.

Client: Sharjah Commerce & Tourism Development Authority
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
Art Director: Syed Umair
Copywriter: Lakshmy Nair

The F1 H2O Grand Prix Championship and Aqua Bike race are thrilling, fast-paced events that see spectators get up close to all the action on the banks of the beautiful Khalid Lagoon. Staying true to the emirate’s dedication to its community, the event is one that is as focused on the spectators as it is on the races.
At The World Championship Week – Sharjah, spectators are completely immersed in the action.

Exhilarating and heart-racing, the races are celebrations of human ingenuity, skill and speed.

Client: Atlantis The Palm™ Resort
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
Art Director: Syed Umair
Senior Designer: Georgina Deeb
Copywriter: Lakshmy Nair

Wavehouse – located at Atlantis, The Palm, is a rustic-industrial gastropub meets family entertainment center. It is a one of a kind venue that blends grown-up down time and activities for the whole family.

The concept of togetherness is integralto the Wavehouse DNA. It is a place for the entire family to spend time together, for the singletons to hang out with their friends who have kids, for the teenager to ride the wave rider while his mum catches up with a good book and glass of wine.

Client: Moonshine
Project: Freelance
UI/UX: Syed Umair

Moonshine is the best nightlife app which is your personal guide to finding the finest bars, nightclubs, lounges, restaurants, around town. We have partnered up with venues to offer you a complimentary beverage every day for less than the price of one beverage.

Client: Yossi’s Nostalgic Bakery
Project: Freelance
Packaging/Art Direction: Syed Umair

This project has been featured on Packaging Design Served by Behance.
A new company dedicated to the marketing and distribution of our unique line of PREMIUM gluten free sandwich cookies. These cookies are certified organic, kosher, contain no GMO, corn, animal fat or dairy products.
The package must convey a premium and sophistication appearance. Customers are well educated, medium-high class socio-demographic group who are not price sensitive. 

Client: HatBoxCo
Project: Freelance
Branding/Art Direction: Syed Umair

A sophisticated logo mark and visual identity for Hatboxco to represent Africa’s most prolific hat designers. From its humble beginnings in a small studio in Accra, it is now the go to place for beautifully crafted headpieces.

DISCOVER A WORLD

Client: Atlantis The Palm™ Resort
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
Art Director: Syed Umair
Copywriter: Lakshmy Nair

The concept brings the magic of festive and the glamour of New Year to life through a focus on elegant handcrafted figures - similar to the ones found in a music box. Their inclusion creates a melodious and enchanting vibe that celebrates the ambience of both occasions and paints a picture of unforgettable experiences.

Client: Moonshine
Project: Freelance
Branding/UI: Syed Umair

Black Tab provides an integrated solution which allows venues to monitor reservations and secure payments from customers.
Using Black Tab will streamline your costs and maximize revenues. We offer our partnered venues the tools and visibility required to attract and spread demand. In addition, Black Tab will provide you with invaluable guest data and reports which will allow you to enhance guest experience and marketing strategies.

Client: Viceroy Hotels & Resorts Abu Dhabi
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
ACD/Copywriter: Smita Subramaniam
Concept/Art Director: Syed Umair

The 2014 Festive Campaign for YAS VICEROY ABU DHABI is a game changer. Unlike the previous years the 2014 campaign will be fun and engaging.
WE WILL MAKE OUR AUDIENCE SMILE AND PARTICIPATE.
We want to get attention prior to the start of the season and participation during the celebrations. Christmas is primarily for kids and this year we want to talk to kids of all ages.    

Now, has anyone seen Santa?
#WHEREISSANTA

Client: The Westin Dubai Mina Seyahi
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
ACD/Copywriter: Smita Subramaniam
Art Director: Syed Umair

THE STORY SO FAR.
Friday in Dubai has become a serious social  and culinary institution – we have a dedicated crowd of weekly brunch-goers. The brunch  scene in Dubai is not for the faint of heart – the options are endless.

ELEVATED EXPERIENCES.
With tweaks to the entertainment and food offering the Westin Bubbalicious brunch was offering new ‘elevated experiences’ with a broader appeal to couples, families and the city’s ‘gimme more for less’ millennial crowd. Capturing the spirit of this with the development of fantasy realism visuals that celebrated the target audience at the center of the bubbles, including the chefs. This new positioning ‘take your Friday to bubbalicious new heights’ resonated with the regulars and made a significant impact with new prospects with the hotel enjoying increased footfalls at the brunch.

Client: Emaar Hospitality Group
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
ACD/Copywriter: Smita Subramaniam
Concept/Art Director: Syed Umair

Gear up for a season of joy and laughter with Emaar Hospitality Group this Festive Holiday.

Client: Onli Beverages
Project: Freelance
Packaging/Art Direction: Syed Umair

Packaging design project to redo the design and suggest some more handy material.

Client: Fairmont The Palm Dubai
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
ACD/Copywriter: Smita Subramaniam
Art Director: Syed Umair

November was a time when Fairmont The Palm saw very little excitement, and preparations were on for the festive season. The challenge in this case was to keep the hotel in the minds of the audience and be known for some truly different offers.

Created a series of ‘Movember’-themed events that could increase footfall at the various venues at Fairmont the Palm, including Frevo, The Cigar Room, Willow Stream Spa and Seagrill on 25° Restaurant & Lounge. The communication kicked off with a shave-off at Willowstream Spa, followed by tactical offers and competitions at individual outlets. This campaign was supported by a massive push on social networks throughout November, which greatly increased footfall to the venues during this month.

Client: Sofitel Dubai Downtown
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
ACD/Copywriter: Smita Subramaniam
Art Director: Syed Umair

Sofitel Dubai Downtown was the third significant hotel opening in the city from Accor, located in the prestigious Downtown Dubai. The property needed a significant new positioning and engaging visual language to differentiate it from the existing hotels in this prestigious district.
Based on a unique insight of ‘refreshing new perspectives’ in hospitality. Much of the rationale behind this was inextricably linked to the famous artist ‘Vasarely’, who influences the interiors with the use of his geometric patterns and swathes of bold colour. Emotionally this new perspective in hospitality reflected the spirit of the colleagues, that deliver on the ‘Life is Magnifique’ Sofitel promise. A bespoke visual language in the form of intricate kaleidoscopes, with infinite possibilities in the composition was the chosen creative platform to communicate the rooms product and innovative dining proposition.

Client: Dubai Taxi Corporation - DTC
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
ACD/Copywriter: Smita Subramaniam
Art Director: Syed Umair

To create awareness of the brand of Dubai Taxi Corporation and establish their presence in the market as the pioneers in providing road transport solutions. The campaign should also advertise the various services provided by DTC and increase the number of passengers using these services.

CHALLENGE.
All taxis are considered as a single entity and the passengers are not aware of the unique services that are provided only by Dubai Taxi Corporation. Services like Mashaweer and In-safe hands are hardly known to anyone in the City.

Client: Jumeirah™ Hotels
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
ACD/Copywriter: Smita Subramaniam
Art Director: Syed Umair

WHAT IS NAYA?
Naya as a brand represents a seamless synergy of classic and modernity, while remaining true to its traditional roots, embraces a contemporary feel. Stylishly enduring, the brand reflects what is offered by the venue - a sophisticated interpretation of traditional North India.

VIBRANT EXPRESSIONS OF FLAVOR. What sets North Indian cuisine apart from the rest is the impeccably balanced
combinations, that present sweet, sour, spicy and savory flavors in a single dish. This is an emotion that is hard to describe, but akin to the vibrant explosions of color during Holi, when numerous colors mingle together to present a unique picture. This is the route we have explored in this concept.

Client: Jumeirah™ Hotels
Agency: Insignia Worldwide, UAE
Creative Director: Max Lucci
ACD/Copywriter: Smita Subramaniam
Art Director: Syed Umair