Marketing Campaign

built on human insight

Project: “Sorry, I Was Hungry” Campaign

Role: Concept, Strategy, Creative Direction, Execution

The campaign was built on a key human insight that is proven in psychology:

hunger changes behavior, leading to higher anger levels and mood swings.

At SCORE, high demand often resulted in long waiting lists, which naturally led to frustrated and angry customers. Yet after eating, those same people left happy and kind. I found this contrast both humorous and deeply human. Therefore, I turned a business challenge into a marketing chance

Building on principles from psychology and sociology, I developed a concept that embraced this mood shift, portraying people in extreme, raging moments, then apologizing with the tagline “Sorry, I Was Hungry.”

“Sorry, I Was Hungry” was a fully integrated marketing campaign that I built from the ground up, from the tagline and video concepts to full strategy and execution. I developed the campaign idea, directed the videos, and designed all visual elements myself, handling every stage of production from concept to execution.

The campaign came at a critical moment in the brand’s journey. The goal was to elevate SCORE’s image and reaffirm its position as a creative, high-quality brand within Jeddah’s competitive market. At that time, the brand already had strong emotional equity with its audience, built through earlier campaigns I had led, but it needed a campaign that would reflect a new level of quality and creative confidence.

“Sorry, I Was Hungry” achieved exactly that. It resonated with the local community, met its objectives, and positioned SCORE as not just a beloved brand, but one recognized for strong, distinctive marketing and creative standards in the city.