More of What Matters – a campaign I developed for Air Arabia, the leading low-cost carrier in the Middle East and North Africa, to emphasize its value-driven approach to travel. The campaign highlights how Air Arabia enhances the passenger experience while staying true to its affordability promise. With a clear, impactful message—more flavors to enjoy, more space between seats, and more places to explore—it reinforces the airline’s commitment to delivering greater value where it matters most.