ADfolio2021

Copywriting Portfolio
Ali Darwich
a.drwsh@gmail.com
+971504208226

The ENTERTAINER
Social Video – Saudi Market
https://youtu.be/dLJWTArOonU
There’s an Arabic saying along the lines of "Live within your means" which literally says "Don't stretch your
feet outside your blanket". For this social piece, I’ve said the complete opposite, because with the
ENTERTAINER app, you can live a champagne lifestyle on a lemonade budget thanks to thousands of
money-saving offers.

The ENTERTAINER
Digital Video – GCC Market
https://youtu.be/Ef2gREhmwHA
A good example of an Arabized slogan.
English: Savers have more fun
Arabic: ‫أكثر‬ ‫يستأنس‬ ‫أكثر‬ ‫يوفر‬ ‫اللي‬

The ENTERTAINER
Digital Video – MENA Market
https://youtu.be/saOSIyLclIc
Another good example of an Arabized slogan.
English: Savings on the enjoyable and unavoidable
Arabic: ‫افرحي‬
.
‫انجزي‬
.
‫وفري‬
.

The ENTERTAINER
Radio Spots – UAE & KSA Markets
https://youtu.be/fOYIEC33TJw

BMW Group Middle East
Main Visual (pitch)

City Walk by Meraas
Main Visual (pitch)

Main Visual (pitch)
Abu Dhabi Airports

Main Visual (pitch)
Abu Dhabi Duty Free

Outdoor (Hoarding Panel)
Dubai Parks & Resorts
Arabized version of “Experience Amazing”

Print (pitch)
Dubai Electricity
& Water Authority
Awareness campaign:
Water conservation

Print (pitch)
Jebel Ali Free Zone

Print (pitch)
Al Ittihad Newspaper

Print (pitch)
Abu Dhabi TV Network

Poster
Coral Suites Hotel | SNUG Diner

Online
Coral Suites Hotel | Facebook Greeting

Print
Mitsubishi
(Al Habtoor Motors)

United Couriers Services
Outdoor

NGO campaign for
real-estate property
ownership for Palestinian
refugees in Lebanon
Poster

Packaging
Dolly’s Promotional Offer

Packaging (pitch)
Brinol Detergent

Press Release
Landmark Group
Press Release

TVC Storyboard (pitch)
Café Abi Nasr

1st Scene (Dark colors – flashback effect)
[8 sec]
Frame #1
V: [Long shot] village house and its land yard
A: Classical background music
Frame #2
V: [Long shot] young boy carrying a coffee tray as his father plows the land
A1: Classical background music
VO: ‫األيام‬ ‫جنى‬ ‫عمر‬ ‫من‬ ‫عمرها‬ ‫قيمة‬ ‫في‬
Frame #3
V: [Close-up shot] middle-aged man; face covered in sweat after farming
Frame #4
V: [Long shot] father and son resting under the tree while father sips coffee & son has a deep look at the pitchfork on the ground
VO: ‫األحالم‬ ‫وبتصنع‬ ‫التعب‬ ‫بتروي‬ ‫ونكهتها‬
2nd Scene (Bright colors – present time)
“Years later”
[8 sec]
Frame #1
V: [Long shot] old man carrying a coffee tray in front of the house, while a tractor emerges into the scene
Frame #2
V: [Long shot] father waves at son as his tractor comes across the view
Frame #3
V: [Long shot] father and son resting under the same tree, while the planted land has developed
VO: ‫بالوجدان‬ ‫محفورة‬ ‫ريحتها‬ ‫رشفة‬ ‫ينسى‬ ‫ممكن‬ ‫مش‬ ‫والفنجان‬
Frame #4
V: [Close-up shot] father and son sip coffee while reminiscing

3rd Scene (Dark colors – flashback effect)
[8 sec]
Frame #1
V: [Medium shot] village house door
Frame #2
V: [Long shot] house interior (classic furniture). Little girl carrying a coffee tray while a middle-aged woman writes a letter
Frame #3
V: [Medium shot] mother hands the letter to her daughter
VO: ‫العنوان‬ ‫معروفة‬ ‫طعمة‬ ‫بتختصرها‬ ‫الزمن‬ ‫ورسالة‬
Frame #4
V: [Long shot] house exterior, a postman picking up the letter from the little girl while her mother regards them from the stairway
4th Scene (Bright colors – present time)
“Years later”
[8 sec]
Frame #1
V: [Medium shot] village house door
Frame #2
V: [Long shot] house interior (modern furniture). Old woman carrying a coffee tray while young lady sits on the couch in front of a laptop
Frame #3
V: [Medium shot] mother leans against her daughter behind the laptop screen, while daughter composes an e-letter
Frame #4
V: [Close up shot] computer screen “Mail Sent”

5th Scene (Bright colors – present time)
“Years later”
[8 sec]
Frame #1
V: [Long shot] village house and land
Frame #2
V: [Long shot] house interior (modern furniture). Family gathering (grandparents, son & daughter with their spouses & children)
Married daughter carrying a coffee tray while family members anticipate the treat
VO: ‫األجيال‬ ‫تحملها‬ ‫تبقى‬ ‫رح‬ ‫قهوة‬ ‫في‬ ‫األحوال‬ ‫تغيرت‬ ‫مهما‬
Frame #3
V: [Close-up shot] coffee tray presented on the table
A: Famous Café Abi Nasr jingle (music)
Frame #4
V: Final signature full screen ( ‫نصر‬ ‫أبي‬ ‫بن‬
...
‫بتتغير‬ ‫ما‬ ‫قصص‬ ‫في‬ )
VO: ” ‫نصر‬ ‫أبي‬ ‫بن‬
...
‫بتتغير‬ ‫ما‬ ‫قصص‬ ‫في‬ ”

Editorial
Coral Suites – Al Hamra offers both hotel guests and visitors a rewarding dining experience at one of the city’s most inviting settings. Renowned for
its famous Lebanese and International fusion dishes, SNUG is the ultimate destination for fine dining gourmands.
The ground level ‘restaurant & café’ is conveniently located in the middle of a dynamic commercial area, which makes it a preferable resting-place
for executives, as well as groups and individuals. The venue’s busy urban surrounding is reflected upon the quick service offered by a dedicated staff.
SNUG includes 15 tables with a seating capacity of 60 persons at once. It can be accessed from the hotel lobby through a hallway or directly from the
main street.
Pleasantly tuned to a welcoming mood, the relaxed atmosphere eases off business lunches and flavors up family dinners. Be it inside or on the open-
air terrace, one may enjoy the indoor calm or catch the city buzz outside while having a sip of coffee or tea, and taking pleasure in the signature
hookah (shisha). Presenting a wide variety of savory continental dishes delicately prepared by extraordinary chefs, the food menu extends to classic
dishes from the Lebanese cuisine. The quality food service at SNUG is brought to perfection under the guidance of the internationally renowned
master chef “Michel Miraton”: Culinary Director of Faisal Holding Hotels.
Famous international dishes from around the world make up most of the food menu, which embraces a selection of platter choices for every taste.
Apart from continental dishes, the Lebanese cuisine is also recognized at SNUG, as it comprises a variety of mouth-watering appetizers that line up
to the main courses or grills. Non-alcoholic beverages may be served along with meals, in addition to a satisfying closure of seasonal fresh fruits and
a selection of Western and Arabian desserts. The quiet interior provides executives and professionals with the proper medium for discussing
business prospects. On the other hand, the city ambience at SNUG’s terrace is ideal for chatting with business partners, colleagues, and friends over
a cup of coffee or tea, and the most popular hubble-bubble (shisha). Visitors have a choice of relaxing in a picturesque quiet interior or being seated
on the terrace with an entertaining view of passing cars and pedestrians. Inspired by the spring/summer season, the outdoor terrace is highly
favored for puffing a refreshing shisha while cooling off in fresh air.
Open round-the-clock, SNUG is a trendy eatery ideal for a quick coffee, business lunch, afternoon tea or family dinner. Treat yourself to a delightful
meal, refreshing shisha, and free Wi-Fi. Using the freshest seasonal ingredients, our chefs serve a sumptuous selection of international favorites and
Lebanese delights. Attractive menu, gorgeous setting and impeccable service, make dining at SNUG truly enjoyable. SNUG is open 7 days a week and
food is served according to the following time intervals: Breakfast: 6:00 am – 10:30 am, Lunch: 12:30 pm – 3:30 pm, Dinner: 7:00 pm – 11:30 pm.
For info and reservation visitors are kindly requested to contact Coral Suites – Al Hamra by phone on +9611343411 or by email at
reservation@coral-hamra.com. Coral Suites – Al Hamra is located in Rue Baabek – Hamra, Beirut, Lebanon.
“Snug” Restaurant

“Michel & Mariette Atallah” Design House
Web Content
About Us
Michel & Mariette Atallah put their wide fashion expertise and passion for the industry in favor of their clients’ strictest
demands. Many of those who are celebrities that they prefer not to mention their names, as seeking publicity is not their aim.
In that sense, Michel & Mariette Atallah do not intend for this website to be an advertising tool, but rather a way of
communication with their friends, fans, and clients who have insistently requested that they stay informed about their latest
news and work. Michel & Mariette Atallah’s adoration for what they do has made them utterly dedicated to every single
woman of their clients, capturing her body gestures, curves, and tiniest silhouettes. Michel & Mariette Atallah spare precious
time and give undivided attention to those who wish to celebrate life by embodying their overwhelming trends. This devotion
ultimately blossoms into a perfect fascinating piece of art. Michel & Mariette Atallah still believe that fashion design is a noble
art that is not to be degraded or handled in a commercial manner, but cherished and admired with great honor. Their eye for
detail and the signature touch they lay on their original creations have always signified their glamorous dresses.
Michel & Mariette Atallah’s haute couture is destined to glorify the natural feminine beauty of a woman blessed by these
artists’ dazzling garments and accessories. For every special occasion and each unique woman, Michel & Mariette Atallah
indulge themselves into the mood of the character and the venue. Evening & day dresses, bridal grown dresses, formal &
casual apparel, in addition to all sorts of accessories, fall within their specialty. Michel & Mariette Atallah rely on creating
strong genuine designs, daring to mix colors and bring textiles together for a harmonious final masterpiece. “Michel &
Mariette Atallah Haute Couture” is a unique design house that portrays both artists’ talents and aspirations to create the most
sophisticated styles and garments. The design house, founded in Centre Santa Maria Plaza – Hadath, continues to evolve and
is capable of producing talents, since many tailors and designers have earned quality experience and set themselves on the
road of success thanks to the support they were given. “Michel & Mariette Atallah Haute Couture” is received with high regard
by the media. The spotlight-attracting work brought attention to this design house, which is vivid through Mariette Atallah’s
international television appearances on LBC’s “Mission Fashion”, OTV, and Heya. In addition to TV, Michel & Mariette Atallah
received important acknowledgment from “Snob” magazine and “Annahar” newspaper (Kuwait).

History
Michel Atallah is a self-starting fashion designer who began building his reputation since the early age of 20. He started working on his
own account in the year of 1970 in Beirut; the capital of fashion that witnessed a golden period in the early 1970’s and remains a
cosmopolitan city that embraces cultures from the Middle East, Europe, and all around the world.
Fashion Designer Mariette Atallah graduated from “College Artistique de la Mode Moderne” (CAMM) in 1991. Soon, she became an
instructor at “CAMM” and has been giving fashion design classes for many years now.
Before finishing her education, she started her professional journey at the renowned “Choueiter Fashion House” in 1988, where she was
highly distinguished for her natural talent by her director, the late Mr. Paul Radi. It was not long until she became head of “Choueiter
Fashion House” until 1991, after which she began her individual career.
Mariette Atallah embarked on the voyage of her personal independent career after completing her studies. However, the milestone of
her professional path was marked in 1993, the year in which she conjoined with the fashion designer Michel Atallah for the sacred bond
of marriage. In the very same year, “Michel & Mariette Atallah Haute Couture” came to life.
Michel & Mariette Atallah Design House
Web Content

Welcome
As you enter the world of pure oriental delights, you are invited to explore the secrets of authentic Arabian sweets and indulge your
cravings for genuine classic desserts. For real taste lovers and admirers of pastry art, we present a virtual portrayal of our actual creations.
Experience every aspect of what this site has to offer, in an attempt to introduce visitors to a wide range of crafted products, designed to
fulfill their sweetest desires. Browse through our rich content and discover a variety of specials available at your convenience for online
purchase. Have a pleasant stay and enjoy a gratifying journey through Ahmad Aouni Al Hallab’s portal.
A few words about us
Descending from a great age of oriental sweets innovation which goes back to 1881, and inspired by Tripoli’s ancient history and culture,
Hajj Ahmad Aouni Al Hallab was the very first to bring this long heritage to the heart of Beirut at the coast of the Mediterranean, in 1974.
Hallab Pastry received several awards as an acknowledgment for its success and highest quality standards from "Eastern Exhibitions",
"The Arab National Exhibition" in Al-Quds in 1933, "Al Sanayeh Art in Beirut" Exhibition in 1931, "Damascus National Exhibition" in 1936.
Ahmad Aouni Al Hallab Pastry produces oriental delights while merging traditional recipes with modern presentation techniques. Made
with great delicacy and renowned for their delightful taste, our sweets are passionately prepared to satisfy the ultimate desires of those
who appreciate tasteful flavors.
Our standards
-Great quality and taste are mainly determined by fresh raw material
& hygiene.
- Good customer service is the ability to make first-time visitors feel
like regular
customers.
- Success is only accomplished by positive customer feedback.
- There is no overpriced product when it comes to value.
- We regard food safety as a very serious issue.
Why we’re first choice
It is a quite simple formula that combines freshness and taste with a
final touch of art. Our secret ingredient lies not in the mixture of wheat
flour, sugar, butter, and other elements, but in the complete recipe
that brings together dedication and expertise into the best outcome
for our dear clients.`
Web Content
Ahmad Aouni Al Hallab Sweets

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