“Working with Zailab has been an incredibly meaningful journey that goes far beyond video production. Over the years, I’ve had the privilege of creating over 100 videos for the company, capturing its essence and connecting it to audiences through authentic storytelling. This collaboration sparked not only a strong partnership but also a personal connection with Founder Nour Addine Ayyoub, which eventually led to the creation of Voices of Humanity, a documentary series dedicated to sharing stories with heart and purpose.”
ZaiLife: Capturing the Spirit of Zailab’s People
One format I developed for Zailab, called ZaiLife, focuses on the people behind the brand. One of my favorite examples is the story of Cheima, Head of Sales in South Africa. Instead of a conventional sales profile, I chose to follow Cheima in her element, both at her intense box classes and while meeting with clients. This approach provided an honest, multi-dimensional perspective on who she is—dedicated, driven, and dynamic. Filming her in this way captured her passion and commitment and brought a truly unique, relatable view of the individual who powers the brand’s sales vision.
ZaiTruck: Taking the Story on the Road
The ZaiTruck—a custom-built expedition vehicle—became a central character in Zailab’s marketing as it launched in the U.S. With the slogan Having Rewarding Conversations, the ZaiTruck Roadshow took us across the U.S., offering countless opportunities to showcase Zailab’s mission to empower human connection through technology. This roadshow not only allowed us to tell the company’s story but also presented its unique culture and values directly to new audiences. The journey was as much about storytelling as it was about brand-building, bringing together people, experiences, and Zailab’s mission in an unforgettable way.