State of Qatar:  Nation Branding for Public Diplomacy
I partnered with the State of Qatar to elevate its global presence, shift perceptions, and strengthen connections within the international community. Through compelling storytelling—blending film and imagery—we sparked curiosity about Qatar’s rich heritage and ambitious future.
Our nation branding campaign spotlighted extraordinary Qataris and showcased the country’s unique cultural and economic strengths. The impact was undeniable: 749 million+ impressions across the UK, France, Spain, and South Korea. The campaign was seen in Vogue Italy, Vogue France, GQ, El Pais and Vanity Fair. Performance shattered benchmarks on every platform and market, with precision-targeted placements, localization, and striking visuals optimized for sound-on and sound-off engagement.
Results included a 340% surge beyond digital impression benchmarks, a 488% increase in social media impressions, and a 35.5% higher video completion rate than targeted—with month-over-month growth underscoring the creative’s exceptional resonance.

Scope: Creative Direction, Art Direction, Identity, Messaging, Website Development
Special Thanks

Agency: NJI 
Strategy: Lara Kline
Director: Dean Alexander
DP: Andrew Strohbridge
AAD: Erin Weinbrenner
Production: Katie Mills, The Film House, Bill Risen, Matt Stout
↑Back to Top