KUDU, a prominent fast-food chain in Saudi Arabia, renowned for its chicken and beef sandwiches, faced the challenge of introducing a new item to its menu: The Dynamite Shrimp Sandwich. This endeavor was particularly daunting given the saturated market flooded with shrimp offerings from competitors.
The case study revolved around the debate over what to call the shrimp sandwich in Arabic. Some advocated for 'Gambary,' while others preferred 'Robyan.' Ultimately, a compromise was reached with the name 'Gamberyan,' a decision that proved to be immensely successful.

The art direction and storyboard for the project were provided by VML, while Kurve Studio managed the project. Animation and execution were overseen by me and the one and only Sarah Khorbtli.

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