Hi, I’m Raafat Khalil
Associate Creative Director.
Strategic thinker.
Presentation builder.
Poker face.
Even when I like something, I look like I’m questioning it.
(It’s not personal)

This is my excited face

About me

Short. Because I Don’t Love Talking About Myself.

For 15 years, I’ve been solving brand problems, from the strategic to the wonderfully strange, like giving juice a health mission and making cookers feel heroic. Still doing it. Still weirdly passionate about it.

What am good at

Find the insight before the line

Build decks that sell before the client says a word

Turn “we need this by tomorrow” into “how did you do that?”

I like ideas that make sense, lines that hit quietly, and people who know feedback doesn’t need to come in voice note form.

I don’t do performative passion.

I do good work, fast thinking, clean writing, and well-timed nods that mean “we’re onto something.”

This is my face when I love your brief: 😐

Let’s make something great.

Work

Campaigns I’ve Worked On

The Ask

Launch Philips’ fully automatic espresso machines in the GCC and own the iced coffee space—at home.

Philips LatteGo Launch Campaign GCC

The Insight

Life in the GCC gets intense—heat, hustle, high pressure. Staying cool is a power move. With Philips, one touch of iced coffee is all it takes to chill, reset, and own the moment.

The Strategy

Launch Philips as the go-to for effortless iced coffee in a region where life runs hot. By owning “cool-down” moments, we turned the machine into more than a coffee maker, it becomes a lifestyle.

Film

Key Visual

Activations

The coolest coffee Shop Parties

A branded Philips mobile café with a DJ that travels between key urban hotspots, engaging consumers where they work, shop, and socialize.

Video Here

The coolest digital screens

We’re not just showing cool—we’re making people feel it. Digital Screens that will blow up cool air when people walk past by them, and serves them Iced coffee as well..

The coolest discounts

As the heat rises, so do the savings—unlocking up to 35% off when temperatures hit extreme levels.

Influencer Collabs

My Parents Are Divorced

The Rahal

Aqeel Star

Mariyam Kisat

Instore Activation

Live Big Like a Bosh - GCC

The Ask

Bosch XXL appliances were under-considered in the GCC. We needed to boost relevance and demand by connecting with the region’s lifestyle and cultural habits.

The Insight

In the GCC, families live large—big gatherings, big meals, big moments. Yet their appliances don’t always keep up.

The Idea

Bosch Cooker works #LikeABosch so you can feel #LikeABosch

Case Study

Main Film Cooker - English

Other Appliances Films

Key Visuals

Yes, I also use AI

Geant Back to School Campaign

The ask

Géant wanted to move beyond generic back-to-school campaigns and create a platform that could last all year — one that refreshes how people see supermarket shopping, starting with the season that needs it most.

The Insight

For UAE parents, back-to-school often feels more like burnout than a reset. Routines kick in, time runs out, and joy gets lost. What they truly crave isn’t more offers — it’s easier ways to start every day fresh.

The Idea

We launched Fresh Ways to Start — a creative platform built to inspire better mornings, smarter habits, and feel-good moments at Géant. From lunchbox wins to ready-made dinners, we turned everyday shopping into a fresh start, every time.

AI generated Key Visuals