AS A CREATIVE AGENCY, HOW DO YOU ENSURE THAT EACH PROJECT TELLS A COMPELLING STORY THAT RESONATES WITH AUDIENCES?
It’s always a challenge to find the right balance between the story we craft in our campaigns and how it reaches the right audience. I believe the key lies in understanding who your audience is. Know them well, put yourself in their shoes, and see things from their perspective, and evaluate how they would perceive the story you’re trying to tell. The trick is not by just being a good narrator but also a good listener, with an open mind to different perspectives.
HOW DOES BURGERS & HOODIES CHALLENGE TRADITIONAL STANDARDS AND EXPECTATIONS IN THE INDUSTRY?
From day one, our goal has been to stand out, because we believe that being different is key. In a region brimming with creativity and ideas, this inspired us to become an agency with an edge. We always aimed to break the normes, not to be loud or controversial, but because we recognize that our region is ready for new ideas and experiences, despite the hesitation to elevate the standards.
We live in a region with a keen eye for fashion, luxury, and creativity. This makes us confident that, no matter how different our approach, there will be acceptance. However, we are committed to navigating this direction thoughtfully, ensuring our innovation is never offensive.
NAME FEW PEOPLE FROM OUR REGION WHO INSPIRE YOU A LOT.
Theres a lot of people in the region that are considered as an inspiration, however, the approach to finding inspiration through the beauty in everything around you is truly refreshing and insightful. Rather than focusing on specific individuals as inspirations, you’ve developed a habit of appreciating the inherent beauty in your surroundings. This mindset allows anyone to draw inspiration from diverse sources, whether it’s nature, everyday scenes, or interactions with others. By seeing the potential beauty in everything, you enhance your ability to perceive and interpret the world creatively. This perspective not only enriches your own experiences but also fuels your capacity to generate innovative ideas and inspirations in your work and life. It’s a powerful reminder of the impact our mindset can have on shaping our perceptions and creative processes.
WHY DID YOU NAME YOUR AGENCY ‘BURGERS & HOODIES’?
The story behind the name Burgers and Hoodies is quite interesting, it was Initially brainstormed with an ex business partner, I wanted a name that would not only catch attention but also spark curiosity about its meaning. The name came out of a small experiment we did, which is each writing five things we like and the choosing the first common thing between the two lists, and just like that the name Burgers and Hoodies came. I liked the fact that they don’t belong but resonate well with each other.
WHAT SETS BURGERS & HOODIES APART FROM OTHER CREATIVE AGENCIES IN DUBAI AND BEYOND?
When I first conceived the agency and its concept, I was convinced that for it to thrive and stand out, it needed a unique edge and to fill a market gap. Storytelling is our main focus, but “Burgers and Hoodies” was always about the synergy of marketing and strategic assets. Grounding every creative endeavor in a solid plan allows us to achieve more and make a stronger impact. We never wanted to create just for the sake of creating, there was always a purpose and a plan behind every project.
In Dubai, and the region as a whole, there’s a noticeable lack of this approache, one that emphasizes marketing planning and strategy first, then uses that plan to guide creative production. Typically, we see either production agencies focused on content creation or pure marketing agencies centered on heavy marketing and traditional media. Our goal was to bridge this gap and offer a holistic approach that integrates both aspects seamlessly.
HOW DOES YOUR AGENCY APPROACH THE BALANCE BETWEEN ARTISTIC EXPRESSION AND COMMERCIAL SUCCESS?
The creative process plays a major role in our approach, and finding the right balance between creativity and commercial viability is perhaps the most challenging aspect. We always strive to ensure that neither side compromises the other. Initially, we felt that this balance limited our creative freedom, and we struggled to convince clients of the directions we wanted to pursue. However, over time, I realized that it’s essential to view things from different point of view, and this insight helped us discover the right balance.
With time and practice, we learned to identify the fine line that perfectly blends creativity and commercial objectives. This understanding has allowed us to achieve our vision without compromising on either front.
WHAT INSPIRED THE FOUNDING OF BURGERS & HOODIES, AND HOW HAS THAT VISION EVOLVED OVER TIME?
From a young age, I always wanted to start my own venture and have the freedom to shape my work. This drive was a significant motivator as I contemplated my future after graduation. Additionally, my love for creating and filming has been a lifelong passion. Studying art as a child, I always felt that it would lead me somewhere meaningful. I was deeply impressed by the magic of cinema, and when I decided to start Burgers and Hoodies, I knew I wanted to pour all my passion into it.
CAN YOU SHARE AN EXAMPLE OF A PROJECT WHERE BURGERS & HOODIES SUCCESSFULLY CHALLENGED CONVENTIONAL THINKING OR RAISED THE BAR FOR CREATIVE EXCELLENCE?
Many of the campaigns we’ve worked on are very dear to my heart, and I’m proud that we’ve built a substantial portfolio of beautiful creations. This wouldn’t have been possible without the brands that believed in our vision and trusted us. If I had to choose one standout campaign, it would be the one we shot with Gucci for their jewelry line. This campaign was one of our first major projects, and I remember having complete creative freedom to develop any concept we wanted.
The campaign, titled “Link to Love,” focused on the different aspects of love, regardless of gender or type. It was a significant challenge to translate our vision in a way that resonated with our audience without being offensive or disturbing to the region’s sensibilities. We worked diligently to keep the message respectful, presenting love in its purest form, no matter who it’s for or how it’s expressed.
LOOKING AHEAD, WHAT ARE BURGERS & HOODIES’ GOALS FOR CONTINUING TO PUSH BOUNDARIES AND CREATE IMPACTFUL WORK IN THE FUTURE?
At Burgers and Hoodies, growth and expansion are fundamental objectives, whether it’s expanding the team, establishing bases in different regions, or broadening the scope of work. The aim was always to set exceptionally high standards, not by comparing against other agencies in the market, but by looking to global references as benchmarks. However, there’s a desire to shift this perspective by becoming a recognized reference both within these influential regions and within our own region. This vision underscores a commitment to leadership and innovation within the industry, aiming to redefine standards rather than simply following them.
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