Impact BBDO’s Middle East & Pakistan
offices are behind some of the world’s most awarded campaigns of 2018 thanks in
no small part to the leadership of Ali Rez.
Rez moved to the Middle East from North
America in 2010, where he is now Impact BBDO’s Regional Creative Director for
Middle East and Pakistan. He’s a prolific traveller and one of the next stops
on his itinerary is Thailand, where he’ll lead the Design Lotus and Print Craft
Lotus at ADFEST 2019.
We spoke to Rez about his decision to move
to the Middle East eight years ago, the threat of being bombed while making
‘Not a Bug Splat’, and his unforgettable encounter with INXS.
When you moved to the Middle East in
2010, did you think you’d still be there 8 years later?
I was lucky to have had the opportunity to
work on some amazing brands in the US, especially Adobe and 7up before I moved
to the Middle East for family reasons, and also because it seemed very
adventurous. The region amazed me with the pace with which it is growing.
Didn't really think much about how long I would be here, but very glad it has
worked out this way!
Campaigns like ‘Not A Bug Splat’ for FFR have helped to put the Middle East on the map creatively. What risks did you have to take to make it happen?
The risks for Not A Bug Splat were
enormous. We were actually warned by the NGO that going into a region that was
actively being bombed and congregating to install a poster might result in us
getting bombed ourselves. This was in addition to the danger we faced from
militant groups as well, who did not take kindly to foreigners. The risk, of
course, was worth it in the end, even though we returned exhausted, stressed
and with our feet cut up due to wading in fields. The project put things in
perspective for us: no other risk we have taken has felt as big. 'Bug Splat'
faced a lot of challenges, mainly around the word 'No' as most people were
afraid of the risks.
‘The Bridal Uniform’ for UN Women has won lots of attention this year. What were the challenges of bringing this campaign to life?
'The Bridal Uniform' was easier to
implement by comparison to ‘Not A Bug Splat’, mainly because we already
had equity as the agency that did bold work. We had amazing partners in UN
Women and Ali Xeeshan Theater Studio who backed us from the get go and put
faith in us. There were some challenges in making sure we kept the act hidden until
the final reveal, but eventually everything worked out as we intended it to.
You work on briefs covering markets across the Middle East, Pakistan and all the way to the Far East. What do you enjoy most about working across such diverse markets and cultures?
I love Asia because of
all the diverse cultures you find here from country to country. It's
amazing to learn all the various beautiful intricacies, human
insights and market dynamics, each of which brings forth a different challenge.
Now that BBDO Pakistan is going from strength to strength, what is your focus for Impact BBDO across the region?
We have always wanted to compete not only
on a regional level, but also on a global platform. The goal continues to be:
to be the best in the world for our partners, and to produce the best work
possible that is not only highly effective, but also delivers awards.
You’ve worked with the band INXS … what was that like?
This was just out of art school for me, and
I lucked out by landing this job where I was designing for INXS in the US.
It's simply unforgettable, especially munching on ice with Michael Hutchence
backstage when the beers had run out and he said "Well, there's always
ice." You couldn't have asked for a cooler boss: the band let us design everything
we wanted to. My favorite piece that I wrote for them was a bumper sticker that
said, "Driver is Elegantly Wasted."
Of all 120 countries you’ve visited, is there one city or experience that stands out as most memorable or unexpected?
Ah, this is a tough
one. It's like asking what your favorite song is. There's a different one
for a different occasion, I suppose. For winters, the Northern Lights
in the Arctic are memorable. Fall in Yosemite is unforgettable. As is summer in
North Korea. Having a minor heart attack on an island in Nicaragua because
of drinking too much coffee makes for a good story too.
What did you exhibit at the Tate?
Not A Bug Splat. Which was also exhibited
at the Museum Boijmans Van Beuningen in the Netherlands.
What’s your proudest achievement (professional or otherwise)?
My son Mirak, which means "Miracle" in Creole :)
