Marketing Campaign

built on human insight

Project: “From a Lived Moment to a Lasting Memory” Campaign

Role: Concept, Strategy, Creative Direction, Execution

built on human insight that is proven in psychology :

 The Zeigarnik effect: people remember and are driven to complete unfinished experiences more than completed ones. It’s a powerful emotional tension; when something feels incomplete, the mind stays hooked until it finds closure. Therefore, I turned psychological effect into a marketing chance by creating unfinished experiences using semi-experience emotional videos

This was one of SCORE’s early campaigns, created with a clear objective, to increase sales and attract new customers to experience the brand. Since exclusivity is a core part of SCORE’s identity, I avoided traditional food or interior visuals and developed a semi-experiential, emotional video concept built around imagination and feeling.

The campaign’s slogan, “From a Lived Moment to a Lasting Memory,” reflected its purpose: turning the simple act of eating into something memorable. I optimized the entire emotional feel of the campaign, from sound design and color palette to scene composition, ensuring every element served the intended mood and message. I led the whole process from strategy and concept development to creative direction, production, and final delivery.

I created the campaign from concept to strategy to executing and designing the visual elements myself 

The campaign stood out across social media, strengthened SCORE’s presence, and successfully achieved its objectives, increasing sales and establishing the brand as one of Jeddah’s most distinctive and creative names.

-Ahmad Uzun