Irtkaa
Positioning a camp as an investment in who a child becomes.
- Focus
- Creative Strategy - Scriptwriting - Concept Development - Creative Direction
- Audience
- Parents in Saudi Arabia and other Arab markets
- Offer
- Premium educational summer camps for children and young people
- My role
- Collaborative creative strategy and direction alongside the marketing manager
The camp was real.
The value needed proof
A premium residential camp abroad asks parents to make two decisions at once: whether the experience is worth the price, and whether they can feel comfortable sending their child away for an extended stay.
My creative work explored both sides of that decision - communicating developmental value while making the environment, activities and people involved more tangible.
The real offer was never just ten days of activities.
Different concerns.
Different creative angles
I contributed concepts, scripts, carousel messaging and visual guidance within the wider marketing collaboration. Different creatives explored different motivations or objections rather than repeating one generic camp promise.
Beyond screen time
Reframing the summer from passive hours on devices to active learning, new skills and confidence-building experiences.
The environment shapes them
Highlighting friendships, shared values, mentors and the influence of the child's social environment.
Make the unseen visible
Using a camp tour, facilities, activities and participant experiences to provide tangible context for parental reassurance.
A future worth remembering
An influencer collaboration written around lifelong memories, independence and the sense of transformation.
Proof from participants
Contributing to testimonial selection and sequencing to maintain attention while letting children, families and educators speak from their own experience.
Selected
creative
Campaign frames and published carousels showing multiple ways to communicate the camp's value. Tap to enlarge.
A visual choice between passive screen time and future-oriented experiences.
Framing the holiday as part of personal development.
Showing the breadth of the camp experience.
Transformation-led summer creative.
Leadership and responsibility as reasons to consider the camp.
Published reels including a camp tour and participants describing experiences.
Multiple messages.
Visible engagement
Views on the camp tour reel.
Views on the screen time reel.
Views on the influencer collaboration reel.
Counts are taken from supplied Instagram screenshots and may include paid distribution. Private campaign lead and cost data were provided for review but are not published here without explicit approval. These figures are examples of creative reach, not direct evidence of registrations or a controlled creative lift.
Ask a question
parents recognize
One of my scripts opened with a direct question about screen time, then reframed those hours as an opportunity for ten days of challenges, friendships and discovering new abilities.
كم ساعة يقضيها ابنك على الجوال باليوم؟ ثلاثة؟ خمسة؟ سبع ساعات؟
My contribution: Creative Concept Development, Scriptwriting and Creative Direction. Reconstructed scripts are working transcripts based on the videos, not the original lost script files.