Project File 02 · Banking & Financial Services
First Abu Dhabi Bank
The UAE’s largest bank · Global financial institution · via Havas Middle East
Campaign and social media copywriting for First Abu Dhabi Bank, developed via Havas Middle East across static, video and mixed-format digital communication.
- Campaign Copywriting
- Social Media Copywriting
- Creative Writing
- Content Strategy
Overview
Why FAB matters
Communication for one of the region’s most significant financial institutions.
An international network spanning five continents, connecting customers, businesses and capital across key global markets.
A scale that places FAB among the world’s major banking institutions.
Largest bank in the Middle East and Africa by total assets at year-end 2025.
Context
Working via Havas Middle East, I developed campaign and social media copy for First Abu Dhabi Bank across static, video and mixed-format digital assets.
The work required strategic thinking and creative writing within the constraints of a major financial-services brand, translating campaign briefs into clear, audience-facing communication while maintaining precision, consistency and brand discipline.
The creative challenge
Big institution. Short formats. Very little room for imprecision.
- 01Brief
Understand the business and communication objective
- 02Strategic Thought
Find the clearest audience-facing angle
- 03Creative Idea
Build a concept strong enough to travel across formats
- 04Static / Video / Social Copy
Adapt the thought without losing clarity or brand consistency
Audience-facing communication
What each service meant
The work, service by service, and what it actually meant for the brand in practice.
Turning campaign briefs into concise, audience-facing messaging capable of working across different digital formats.
Developing platform-ready communication for FAB’s social presence, balancing clarity, brand voice and the demands of a highly governed category.
Finding the core thought behind each brief, then adapting it across static, video and mixed-format executions without losing consistency.
Where it landed
Creative communication within institutional guardrails.
The work translated campaign briefs into clear, platform-ready communication across static, video and mixed-format social assets, while maintaining the precision and consistency required by a major financial institution.
Working via Havas Middle East also meant operating within an agency environment where strategic thinking, creative responsiveness and exact execution had to work together.
The value was not simply writing copy. It was finding the strongest audience-facing expression of each brief without losing the discipline of the brand behind it.