When we started Tonic Communications in Dubai in August 2004, it wasn’t easy getting our first clients. Our passion was clear, but they wanted to see work. Apart from the work I had done before for other agencies, we had nothing else to show. I started doing up some of the ideas I had in my bottom draw and before we knew it, we had enough good ads to land our first client.
One of the first clients we approached was Gulfa. The Tonic philosophy must have gone way over their heads because they never called us back.
I had wanted to do up the Gyma Spices ads for a long time. I waited too long. Just after I had shot the ads, I saw the Tabasco ad at Cannes. Bugger.
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