YO 77 ORANGE JORDAN

To launch YO 77, Orange Jordan’s youth-focused mobile offering, with a campaign that resonated with Gen Z and millennial audiences. The goal was to create an energetic, trend-savvy commercial that connected with the lifestyle, aspirations, and digital-first mindset of Jordan’s younger generation—positioning Orange as not just a telecom provider, but a culture driver.

Developed a youth-centric creative treatment, using vibrant visuals, fast-paced editing, and a playful storytelling tone that mirrored the social media language of Orange’s target demographic.

Collaborated with the agency and brand team to ensure every scene reflected themes of freedom, self-expression, and digital empowerment

Directed casting to feature authentic, diverse Jordanian youth who embodied the YO 77 spirit—bold, creative, and connected.

Applied a dynamic visual style using handheld cameras, drones, and rhythmic cuts to mirror the pace of music, street culture, and online trends.

Integrated bright brand colours and on-screen graphics to seamlessly align the visuals with Orange’s branding, making the campaign instantly recognizable.

Oversaw post-production with a focus on punchy sound design and colour grading, ensuring the commercial felt fresh, modern, and shareable across platforms.

Delivered a high-impact campaign film that resonated with Jordan’s youth, strengthening Orange’s positioning as the go-to telecom for the younger generation.

The YO 77 ad became a visual and cultural statement, increasing engagement across social and broadcast channels.

My direction ensured the film combined authentic street energy with polished cinematic execution, resulting in a campaign that felt both relatable and aspirational.

The work reinforced Orange’s brand leadership in digital lifestyle products, driving uptake and positive brand sentiment among the youth demographic.