Cutting partner production time up to 70% with gen-AI.

Turning a fragmented partner-creative process into a fast, on-brand system.

Role

Digital Media Creative Lead

Scope

Creative consulting · Gen-AI workflows · Partner enablement

Where

Riyadh · Regional partner banks

Qatar Airways and Alinma Visa campaign frame: a family in flight looking out over a city at sunset.

Qatar Airways × Alinma Visa — partner campaign, KSA.

The remit

Visa doesn't run the campaigns its cardholders see. Its partner banks do. The work sits in between: shaping what a bank believes about its own audience, then making sure the creative that follows is worth the media behind it.

Across KSA that has meant strategy, campaign direction and creative capability-building for issuing partners — Alinma foremost among them.

Creative strategy

Alinma's channels skewed Gen X and read as direct sales. An audit made the gap concrete — in-store content averaging 4M views on TikTok against 12K for acquisition posts — and the conclusion was uncomfortable and useful: the content people wanted and the content the bank was making were not the same thing.

The strategy that followed moved the bank from social media to social-first: four original content formats built around platform behaviour rather than a campaign calendar, sequenced across a 30 / 90 / 90+ roadmap of foundation, pilot and scale.

The shift is legible in the output itself — same products, same channels, a few months apart.

Alinma offer post, June 2025: three credit cards floating over a blurred shopping mall interior under the headline نقاطك دبل.

Alinma offer post, summer 2025: a Visa Infinite card render on a split gradient with a 30,000-point welcome offer.

Before — offers live June to August 2025. Product render, offer copy, template: the card is the subject and the customer is absent.

Alinma Signature credit card in a lit 3D interior, shopping bags and an hourglass suspended around it.

ريالك معنا عالمي campaign frame: a man beside a car in the snow holding an Alinma Visa card, a plane overhead.

هذا موسمهم campaign frame: a woman laughing in a snowy forest holding a snowball, Qatar Airways and Visa lockups.

After — from November 2025. Casting, location and light carry the offer; the card enters a scene the customer is already in.

Raising the ceiling

Strategy fails when the partner can't execute it. Two workshops addressed that directly.

For Sohar International, a session on generative AI as creative infrastructure — product shots, campaign visuals, beauty frames, commercials — anchored by a seven-step prompt framework built around how a director of photography actually briefs: persona, context, subject, environment, lighting, camera, ratio.

For Alinma, a workshop delivered with Snapchat. The premise in both: give a bank the means to make its own work better, and every campaign after benefits.

Frame from the Sohar film: a young man at home in the morning.

Frame from the Sohar film: a young man working on a laptop on a car bonnet at sunset.

The pitch film and frames from it — script, shots and grade generated end to end inside the session.

Youth card creative: two portraits under the line, my bank, my card, my way.

The output was a Youth Card platform — My bank, my card, my way.

Storyboard strip of six generated frames across Omani daily life.

Shots and storyboard, generated inside the workshop.

Positioning

أكثر — more. Product name, benefit promise and emotional aspiration in one word. The naming does the work a tagline usually does.

Every headline writes itself and stays on brand. The brand name is already the search query, so the gap closes at launch rather than after it. One hashtag covers every benefit, and travellers apply it without being asked.

Underneath sits a journey architecture — plan and book, home to airport, at the airport, at the destination — so every partner benefit has a moment it belongs to.

Travel Akthr — display system. One suffix, infinite variants.

Social film and social frames — سفر أكثر. راحة أكثر. متعة أكثر. رحلات أكثر.

In market

Bolt, with a line that only works in Saudi Arabic: روحة ورجعة and تروحين ملكة — a queen's armchair in the back of a ride-hail car.

Then iHerb, Qatar Airways, the international cashback platform and Sfar. The FIFA World Cup 26 programme ran always-on across Ramadan and both Eids, phased to the spending rhythm of the calendar rather than the tournament's.