Marketing Campaign

built on human insight

Project: “From the Inside” Campaign

Role: Concept, Strategy, Creative Direction, Execution

built on human insight that is proven in psychology :

Human Insight: People fear the unknown but trust what feels human. Since SCORE had never revealed much about its internal process or quality before, I decided to give audiences a glimpse behind the scenes, helping them feel included, connected, and confident in the brand’s authenticity.

The campaign captured SCORE from the staff’s perspective, an emotional, sensory-driven piece filmed from inside the kitchen. Every sound, movement, and frame was intentionally designed to evoke the energy, craft, and emotion behind the scenes.

This campaign was developed as a supporting, side initiative to strengthen SCORE’s public relations and community presence. While the main objective focused on expanding the brand’s PR network through direct, human-to-human engagement, this emotional video campaign served as a creative extension that complemented that effort.

On the ground, we focused on strengthening SCORE’s PR presence by engaging directly with Jeddah’s food and beverage community and building meaningful connections with recognized figures and established brands. These efforts expanded the brand’s network, deepened trust, and positioned SCORE as a respected, active presence in the local scene.

-Ahmad Uzun