AGENCY
Walid Kanaan, Chief Creative Officer
Jennifer Fischer, Chief Innovation Officer
Joe Lahham, Managing Director
Rafael Lavor, Head of Strategy
Alex Pineda, Executive Creative Director
Mohammad El Tayech, Strategic Planner
James Robbins, Executive Creative Director
Majdy Alawna, Copywriter
Nada Al Alami, Designer
Laila Alkaf, Copywriter
Hind Remy, Junior Designer
Zeina Abuzaid, Motion Designer
Ian Carvalho, Brand Leader
Adnan Kusybi, Account Manager - Public Relations
Bhaskar Bateja, Planning Director
Romy Abdelnour, Communications Director
Marianne Sargi, Head of Production
Alia Fakha, Producer
Adnan Ahmed, Copywriter
Rush films
Nested VFX
SUMMARY
With the rise of cheaper brands in the region, MAX was slowly losing their brand power and relevance. They needed to do something that would stand out in the category. So, they decided to take a stand and challenge an age-old naming tradition that ignored
