We wanted to incentivize people to visit the Dubai Festival Plaza mall. The idea? Social shopping - an opportunity to pay for products using social media posts as their currency.

This way, we would get pictures of hundreds of products and stores to thousands of viewers simply by creating a ‘social payment’ system designed to create viral buzz.

Each post amounted to a certain number in dirhams, to be applied as discount on stores across the mall.

My role: Concept, copy and creative direction