As Art Director, I developed the creative direction for “Koora Fdemm”, a football-driven campaign built around the energy, spontaneity, and street culture surrounding the game. The visual universe combines dynamic photography, bold typography, graphic interventions, and urban-inspired elements to create a youthful and energetic identity. The campaign was designed to live across social media, digital content, and promotional assets, turning football into a vibrant cultural experience.
THE IDEA
In Morocco, Kora f’Ddem means football runs
through our veins.
“Show Us Your Pulse” takes
that spirit and turns it into a challenge.
It’s an open invitation for everyone : Les fans,
players, creators, to express the energy that
drives them.
It’s not just about football. It’s about how
lmgharba carry themselves in the street, in
music, in style etc..
SCENARIO
The film opens on the echo of a distant “GOAAAL!”
soon replaced by a pulsing heartbeat that carries us through different corners
of Moroccan life.
From the coast to the local café, from the barbershop to the living room,
the same emotion ripples through the country, visualised through a collective
slow-motion celebration.
Along with a soft emotional piano melody : Each scene captures a fragment
of that pulse: youth jumping at a skatepark, friends spilling tea in a crowded
café, a family glowing under the TV light, barbers losing control mid-trim, a
man in a suit breaking loose in his office, two friends happily celebrating in a Petit Taxi.
Different worlds, one rhythm : the same heartbeat connecting millions.
As the pulse intensifies, a voice rises, calm and proud:
Lkora F’Demm.
THE MEANING
“Show Us Your Pulse” is a call for expression.
It connects the literal heartbeat of the campaign
“Kora f’Ddem” to every act of movement and
creativity.
Your pulse is your rhythm, your energy, your
identity.
We’re not asking people to show support.
We’re asking them to show life.
#KoraFDdem #ShowUsYourPulse
