BBDO Pakistan’s Ali Rez explains the making of ‘Not a Bug Splat’ and ‘The Bridal Uniform’
Impact BBDO’s Middle East and Pakistan offices are behind some of the world’s most awarded campaigns of 2018, and the agency’s success is thanks in no small part to the creative leadership of Ali Rez.
Last month, AdFest announced that Rez would travel to Thailand to lead the Design Lotus and Print Craft Lotus at AdFest 2019 next March. Campaign Brief Asia spoke to Rez – Impact BBDO’s Regional Creative Director for Middle East and Pakistan – about the threat of being bombed while making ‘Not a Bug Splat’, his unforgettable encounter with INXS, and the challenges of working across such diverse markets and cultures.
You work on briefs covering markets across the Middle East, Pakistan and all the way to the Far East. What do you enjoy most about working across such diverse markets and cultures?
I love Asia because of all the diverse cultures you find here from country to country. It’s amazing to learn all the various beautiful intricacies, human insights and market dynamics, each of which brings forth a different challenge.
When you moved to the Middle East in 2010, did you think you’d still be there 8 years later?
I was lucky to have had the opportunity to work on some amazing brands in the US, especially Adobe and 7up before I moved to the Middle East for family reasons, and also because it seemed very adventurous. The region amazed me with the pace with which it is growing. Didn’t really think much about how long I would be here, but very glad it has worked out this way!
Now that BBDO Pakistan is going from strength to strength, what is your focus for Impact BBDO across the region?
We have always wanted to compete not only on a regional level, but also on a global platform. The goal continues to be: to be the best in the world for our partners, and to produce the best work possible that is not only highly effective, but also delivers awards.
Campaigns like ‘Not A Bug Splat‘ for FFR have helped to put the Middle East on the map creatively. What risks did you have to take to make it happen?
The risks for Not A Bug Splat were enormous. We were actually warned by the NGO that going into a region that was actively being bombed and congregating to install a poster might result in us getting bombed ourselves. This was in addition to the danger we faced from militant groups as well, who did not take kindly to foreigners. The risk, of course, was worth it in the end, even though we returned exhausted, stressed and with our feet cut up due to wading in fields. The project put things in perspective for us: no other risk we have taken has felt as big. ‘Bug Splat’ faced a lot of challenges, mainly around the word ‘No’ as most people were afraid of the risks.
‘The Bridal Uniform‘ for UN Women has won lots of attention this year. What were the challenges of bringing this campaign to life?
‘The Bridal Uniform’ was easier to implement by comparison to ‘Not A Bug Splat’, mainly because we already had equity as the agency that did bold work. We had amazing partners in UN Women and Ali Xeeshan Theater Studio who backed us from the get go and put faith in us. There were some challenges in making sure we kept the act hidden until the final reveal, but eventually everything worked out as we intended it to.
You’ve worked with the band INXS … what was that like?
This was just out of art school for me, and I lucked out by landing this job where I was designing for INXS in the US. It’s simply unforgettable, especially munching on ice with Michael Hutchence backstage when the beers had run out and he said “Well, there’s always ice.” You couldn’t have asked for a cooler boss: the band let us design everything we wanted to. My favorite piece that I wrote for them was a bumper sticker that said, “Driver is Elegantly Wasted.”
What did you exhibit at the Tate?
Not A Bug Splat. Which was also exhibited at the Museum Boijmans Van Beuningen in the Netherlands.
Of all 120 countries you’ve visited, is there one city or experience that stands out as most memorable or unexpected?
Ah, this is a tough one. It’s like asking what your favorite song is. There’s a different one for a different occasion, I suppose. For winters, the Northern Lights in the Arctic are memorable. Fall in Yosemite is unforgettable. As is summer in North Korea. Having a minor heart attack on an island in Nicaragua because of drinking too much coffee makes for a good story too.
What’s your proudest achievement (professional or otherwise)?
My son Mirak, which means “Miracle” in Creole 🙂
* AdFest is now accepting entries to the AdFest 2019 Lotus Awards. Ali Rez is joining the festival as Jury President of Design Lotus and Print Craft Lotus.
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