The Idea
An awareness campaign built around making a routine government action — registering a National Address — feel tangible and personally relevant. Rather than explaining the service abstractly, the concept translates it into two everyday moments people already recognize: receiving an online order, and receiving a government document at the door. A recurring courier character carries the message across both scenarios, while the address code itself is made visible within each scene — printed on a parcel, glowing on a digital tag — turning an invisible administrative detail into a concrete visual anchor. The tagline “Unmatched Ease” ties every execution back to one consistent promise.
Visual System
Process & Role
I covered the project from initial concept to final delivery, starting with the National Address brand guidelines — the blue palette, logo usage and Arabic typography direction — to define the visual language the campaign would build on. I chose a single recurring courier character to carry consistency across executions and planned the address code as a physical, visible element within each scene rather than a background detail. The hero imagery was generated through an AI image-generation process, directed on pose, perspective and composition; every layer of craft from there was manual — designing and placing the address code labels, developing the custom typography treatment, unifying color grading across every scene, and handling the retouching and final compositing. I then built the diagonal-split layout system that could carry different sub-messages while staying instantly recognizable as one campaign.
Adaptations
