Kwai | Short Videos for the Curious
Big curiosity. Small screens.
A few seconds can introduce you to something you never knew you’d love. That was the idea behind Kwai’s Short Videos for the Curious, a global campaign celebrating the unexpected things we discover while watching.
Working with Tower28 and 72andSunny, I wrote the Arabic scripts, taglines and OOH copy, and cast and directed the voice talent for the UAE and Egypt. I also advised on which colours from the brand palette would work best in each market. Each market had its own expressions, humour and rhythm, and I wanted the writing to feel at home in both.
Whether it was a line in a film or a headline on a billboard, the challenge was to spark that same curiosity. Something that catches your attention and makes you want to see where it goes.
