PHOTO SERIES & campaigns
I had the pleasure of working with renowned artist and director Sarah Bahbah on two of her iconic art series - one titled 3eib! and the other Fool Me Twice. I was both Sarah’s manager at the time and worked as a project manager for each series.
Separately, I also worked with brands on various campaigns and partnerships like Overheard x Baileys Brunch social collaboration and more.
3EIB!
3eib! is the first photography series where Bahbah steps in front of the camera to embody the liberatory values she stands for. Translated as ‘Shame On Me!’ from Arabic, this series explores Bahbah’s relationship with sexuality and her cultural identity. Advocating for emotional transparency and freedom, Bahbah acknowledges having hidden behind the lens in the past. In an effort to maintain authenticity and the virtues of vulnerability, Bahbah boldly exposes herself in this self-portrait series. 3eib! challenges the restrictions of Arab culture and the stigma of the Western gaze. While admitting to her complicated relationship with identity, Bahbah also celebrates the complexities of living between cultures.
Fool Me Twice is a self-reflective series inspired by Bahbah’s understanding of attachment theory. In this series, we watch an anxious-attached woman fall for an avoidant man who remains emotionally elusive in their relationship. In exploring the dynamics between an anxious partner and an avoidant one, Bahbah renders the pattern of hurt and rejection. Through the series, Bahbah unpacks the themes of her love life and readily admits to the shared responsibility of heartbreak. As the first series where Bahbah prioritizes her non-negotiables over a desire to be loved, Fool Me Twice is a promise to grow.
FOOL ME TWICE
In partnership with OH, we helped Baileys launch a social partnership in three batches around “Best of Brunch”, “Brunch Quotes Overheard by Servers” and “Battle of the Generations: Brunch Edition” featuring in-feed posts with the best quotes overheard at (or about) brunch. Alongside the in-feed quotes, we launched story polls that engaged the audience with fun questions around their brunch preferences. It was launched on Overheard LA, SF, NY and we announced a brand new city with Overheard - OH Austin.
BAILEYS x OVERHEARD
