about

This is Rafik.

I’m a passionate brand steward. My thirst for creative problem solving is only rivaled by my appetite for helping brands better themselves and share their story. I’m certainly not a brand wizard, but I’ll do what it takes to build a better brand.

 

I’ve helped make ads for tech brands, QSRs, retail, pharmaceuticals, academic institutions, and non-profits. I’ve helped make films (TV/OLV/DRTV), radio, digital, social, print, and direct mail. I’ve had tough clients and even more difficult production timelines.

Work

  • W+K – TurboTax

    Tax season only comes once a year. For TurboTax, that means being out in the market with breakthrough creative. We created over 20 film assets to promote filing for free with the brand. The message is clear — no matter how bad life gets, at least your taxes are free. To help make sure customers remember this, we created a memorable super bowl spot.

  • W+K – TurboTax

    In addition to the broader campaigns, we also created highly targeted 6 and 10 second online films. These bite-sized films work hard for the brand and help reinforce the key message — at least your taxes are free.

  • W+K – TurboTax

    Beyond all the film assets, leading this work also included concepting and producing digital content. We went beyond traditional banners and created sharable GIFs and cinemagraphs that can be infused into culture. We also partnered with BuzzFeed, Giphy, and Ellen Degeneres to promote our message in non-traditional ways.

  • W+K – Samsung

    The Galaxy S8 is Samsung's flagship device. It's a premium phone loaded the with lots of features. The success of this launch was critical. It was the brand's first major release since the Note7 recall. Leading this work required the ability to move quickly and a high degree of coordination with the product team and multiple agencies around the world. We created a campaign that helped Samsung bounce back with record sales.

  • W+K – Samsung

    Although traditionally a hardware company, Samsung launched a new Smart AI on all of its phones. There are thousands of things Bixby is capable of doing. Samsung wanted tell a handful of Bixby stories in short :15 films. Each film features simple, relatable slices of life use cases carried out in a charming and compelling way. This work was used Globally as well as in the US.

  • W+K – Samsung

    The Note7 is a feature-packed device. We created several spots around all the things customers can do with it. After a successful launch, all the devices needed to be recalled. The aftermath was an incredible amount of testing, rapid creative concepting and even faster production. Moving quickly was key.

  • GSD&M – Walgreens

    Walgreens is a Fortune 50 company and one of the largest retailers in the country. One of its primary sources of revenue is seniors using its pharmacy. While on the Walgreens team, I was in charge of leading creative development and production for several 360 campaigns that champion seniors in unexpected ways.

  • GSD&M – Walgreens

    Walgreens operates the largest member loyalty program in the US. Social media plays a critical role in keeping members engaged with the program. Leading this work required the ability to move quickly to create a large volume of content with a very minimal budget.

  • GSD&M – AT&T

    While at GSD&M, I served on the AT&T account managing GM DRTV for U-verse TV and U-verse Internet product lines. This is a small selection of U-verse TV spots I was involved in.

  • GSD&M – AT&T

    In Addition to U-verse TV, I was also charged with leading DRTV for U-verse Internet advertising. This involved managing a mix of graphic spots and live action. This also required a high degree of coordination with many third-parties during device giveaways.

McGarrah Jessee – Whataburger

McGarrah Jessee is an award-winning agency with an impeccable roster of clients, which includes Costa Del Mar, Shiner Beers, Yeti Coolers, Frost Bank, and Whataburger. During my time there, I served on the Whataburger account team managing OOH, print, direct mail, digital and social . This is a small selection of projects I was involved in.

Learn more about Whataburger

  • 2012 NSAC – Nissan

    In 2012, Nissan USA was the sponsoring client for the National Student Advertising Competition. Schools from all over the country were tasked with creating a fully integrated campaign targeting Multicultural Millennials in the US. The Texas A&M University advertising team received First Place in its district and ninth place nationally overall.

  • 2012 NSAC – Nissan

    At the start of the campaign, Nissan asked teams to promote Nissan as the most innovative car company in the world. To show Nissan's innovation, the team elected to use a simple sketch technique to show each car's features.

  • 2012 NSAC – Nissan

    The team carried this communication technique through to different mediums including mobile advertising. This example shows the "Sketch Your Own Innovation" mobile and print ads which as users to sketch their favorite feature about each car. When the user is done sketching, they can upload the ad to different social networks causing more Nissan buzz to grow.

  • 2012 NSAC – Nissan

    On the digital front, the campaign featured a site redesign, as well as a social hub, or microsite, where users can see all Nissan-related activity from different social networks.

  • 2012 NSAC – Nissan

    The campaign was also carried through to OOH and dealerships using non-traditional billboards and digital showroom podiums, which allow the customer to browse each car's features with a few taps.

  • Texas A&M University Brand Architecture

    Texas A&M University is a massive organization with hundreds of different research institutes & offices. Due to its massive size, many of the design and marketing functions are decentralized. Over time many offices began exploring and using their own logos, which competed with the Texas A&M University brand.

  • Texas A&M University Brand Architecture

    Prior to the newly accepted brand architecture, many colleges within the university used their own marks in an attempt to create their own brand. This weakened the link between each colleges and the university itself.

  • Texas A&M University Brand Architecture

    After many experiments, it was clear that certain elements needed to be included in every logo within the system. The "Block T" is the university's logo. It however, lacked recognition outside of Texas and required the help of the university name. The separator gives the "Block T" space without competing with rest of the logo. These items became known as non-negotiable.

  • Texas A&M University Brand Architecture

    The final result is a dynamically variable logo system that retains the same look and feel throughout the university. This system was put into affect in August 2011 after eight months of development.

  • AIGA Student Chapter at Texas A&M University

    AIGA’s student chapter went years without being recognized among the students. The letters A-I-G-A simply didn’t communicate any meaning about the group. After an intensive rebrand, membership and awareness jumped drastically with long lasting results. The student chapter gained local and national recognition. This project also received national honors from AIGA, The Professional Association for Design.

  • AIGA Student Chapter at Texas A&M University

    To drive awareness, business cards were made using paint swatches from a local home improvement store. These cards were later distributed to students and other organization on campus.

  • AIGA Student Chapter at Texas A&M University

    A website was also launched as a central location for members to receive information and learn about the organization. For many around the university, the website served as the first point of contact.

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