JAYESH
SETH
Art Director
Designer
Illustrator
For the launch of Honda's new ZRV, we created a unique campaign called "All Eyes on You." The ZRV was positioned as a more premium vehicle compared to previous models, and we wanted the campaign to reflect that elevated positioning.
To stand out, we designed a visually striking and unconventional film where the content scrolls from top to bottom. Working with a limited budget, we leaned heavily on 3D visuals to achieve the desired look and feel.
The campaign featured an array of 3D visuals of the car, as well as numerous social assets to promote it across various platforms.
HONDA
All Eyes on You
This campaign aimed to expose the heartbreaking reality of schools being destroyed due to armed conflict.
In war-torn areas, schools aren’t just buildings. They are turned into military outposts, targeted and torn apart, stripping children of their education and, too often, their lives.
To push for change, we created a powerful on-ground activation called, 'The Class of No Tomorrow.' Installed in Palma De Mallorca Airport, Spain, this installation featured life-size wooden figures symbolizing children.
But they were no ordinary sculptures.
These figures were crafted from reclaimed wood salvaged from schools already lost to violence. Each one a stark reminder of the toll this destruction takes on the future of education and young lives.
UNICEF
The Class of No Tomorrow
Black isn’t just a colour. It’s an attitude. But before the KSA market could embrace it, hesitation stood in the way. Many doubted low-calorie drinks, unsure of the taste or flavor.
That’s where Be Bold. Try More. was born, a push to turn doubt into discovery.
We brought together top influencers, musicians, and fashion icons to share real stories of bold choices paying off. Through Pepsi Black, they proved that taking a chance leads to big rewards.
And we made sure the message hit hard. From TV to outdoor to a flood of social content, this wasn’t just a campaign. It was a movement to try more and hold nothing back.
PEPSI BLACK
Be Bold. Try More.
The "Phryjab" campaign was created for Lara Active (a sports hijab brand) in response to France's 2024 Olympic decision banning French athletes from wearing hijabs.
This move was justified by a one-sided interpretation of secularism, framed the hijab as a symbol of oppression.
We wanted to point out the irony: true freedom and secularism is about choice, including what to wear based on personal beliefs.
Our bold guerrilla stunt reimagined Marianne, France’s symbol of liberty, who traditionally wears the Phrygian cap, a.k.a Liberty cap.
Using AR technology, we transformed her headgear into the "Phryjab”, a fusion of the hijab and the iconic cap.
It was a visual protest, reclaiming the narrative and emphasizing that true freedom includes representation for all.
LARA ACTIVE
The Phryjab
For the launch of Expo 2020, Pepsi created a series of limited-edition cans called "Cans of the World." Each can represented a different Expo 2020 country, with nine countries featured in total: UK, Philippines, USA, Pakistan, UAE, India, Egypt, KSA and China. Every can had its own distinctive illustrative design, celebrating the unique culture of the represented country.
To raise awareness about these cans we developed nine unique augmented reality (AR) lenses, each offering a different experience linked to the artwork and the country it represented. Along with this, participants could win tickets to Expo 2020, adding an exciting incentive to the campaign.
The campaign ran for two months, during which over 20,000 free tickets to Expo 2020 were given away.
A strong social media campaign was also created to further raise awareness, promote the cans, and encourage people to engage with the AR experience for a chance to win tickets.
PEPSI
Cans of the World
UNICEF needed an introductory video to launch their new Bebbo parenting app, with the key challenge being its global adaptability. The video had to be universally relevant and not tied to any specific region or country. To address this, we proposed using illustration as the core visual language—offering both flexibility and scalability. After several iterations, we developed a playful illustration style that brought the concept to life. The final video was well received and later adapted for use across multiple countries.
UNICEF
Bebbo App
LIPTON
Change to the Better
As Saudi Arabia was undergoing waves of change in perspective and mindsets, Lipton Ice Tea wished to champion the change by becoming a healthier, yet tasty beverage alternative.
We needed a platform that allowed the Saudi audience space to accept and embrace the change, but also encouraged them to steer it in the way that was best for their own selves.
Hence, was born, 'Change to the Better'.
A naturally evolving platform that
stayed true to the brand's promise.
1. Change to the Better
Launched in 2019, this platform helped embrace the sociological changes that young, KSA consumers we undergoing.
2. Lipton Zero Sugar
Then the brand, took it a step further to make the beverage even healthier - with Zero Sugar.
3. Zero fear of Change
To fight the prevalent misconception that Zero Sugar = Zero Taste, Lipton launched the 'Zero fear of Change' - a natural derivative of 'Change to the Better'.
In 2021, Honda aimed to reconnect with Gen-Z by modernizing the legacy of the Honda City, a car long associated with ambition and aspiration.
To reach young, urban go-getters, we created the “My City. My Way.” campaign. The initiative featured a one-minute hero film, teaser videos, web banners, social media content, and lifestyle imagery—all designed to align the car’s attributes with the values and dreams of its new target audience.
HONDA
My City. My Way.
PepsiCo tasked us with creating high-quality, dynamic, and trend-driven content for Lay’s and Pepsi. The challenge was to maintain each brand’s core identity while tailoring content to resonate with diverse markets and audiences globally.
To meet PepsiCo's content needs, we launched the Pepsi Content Factory—a streamlined framework for producing high-quality monthly content for Lay’s and Pepsi. Grounded in market research across six countries, we identified key Gen-Z and Millennial audience cohorts and aligned them with brand-specific content pillars and touchpoints. This data-driven approach allowed us to efficiently generate diverse, engaging content every month.
PEPSI
Content Factory
GABRU
Beer Can Design
A brewing company from India commissioned me to design their beer cans for a brand named "Gabru"—a Punjabi term that describes a bold, young, dashing, bearded man. The client wanted the design to visually embody the spirit of a Gabru while capturing the bold, vibrant essence of Punjabi culture. After several creative iterations, we arrived at a colorful and dynamic illustration that reflects the brand's bold personality, infused with elements inspired by brewing heritage.
Caffè Nero launched a festive season social campaign centered around warmth, indulgence, and holiday cheer. To bring the spirit to life, we designed a limited-edition festive cup featuring playful illustrations inspired by the season and brand colors. The campaign included a thoughtfully planned content calendar with teaser posts, product highlights, gifting ideas, store visits, and New Year messaging—spreading joy one sip at a time.
CAFFE NERO
Social Content Calendar
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