Campaigns

ROCK Mutual Insurance

The launch campaign for ROCK Mutual Insurance, a new Swan Group company built on 30+ years of mutual-insurance experience through its sister company CML. Spearhead was the agency behind the brand strategy and identity; Fine Line was the production house.

Fine Line executed all video and photography: the corporate and product shoot and the launch films, including an internal campaign of employee stories and a closing address from the founder, bringing ROCK's people-centric, transparent values to life ahead of the public launch.

UNDP × Dawaer Foundation

A United Nations Development Programme (UNDP) Peace Building campaign with the Dawaer Foundation, extending UNDP's 2020 anti-disinformation platform. Launched 15 September 2022 with a 5M reach target, it closed on 4 November having reached over 11 million.

Philip Morris International

A multi-film commercial campaign Fine Line produced end to end, built around one idea: the device as part of a daily ritual. We followed a recurring cast through their crafts in a dramatized, portrait-style language, handling concept, art direction, set, cinematography and post across the full series.

The shared cast and visual language give the whole campaign a continuous, series-like feel. Six films to one standard: five live-action spots, shown on Commercials, and one animated film, Live Love Recycle, on Animations.

EuroMed Feminist Initiative

Two consecutive years with the EuroMed Feminist Initiative on its 16 Days of Activism campaign to end violence against women and girls. In 2021 Fine Line led the campaign end to end, creating the Be Her Safety identity later adopted across EFI's MENA offices.

Both years we produced the hero films: Not a Pawn in Their Game and Her Museum.

Self Independence Academy

A behaviour-change campaign reframing everyday domestic skills as pillars of adult independence. Creative direction, production, influencer sourcing and paid social, end to end.