Jawaker, From Brief to Spotlight

A scripted ad built around a simple, relatable moment, a manicure appointment interrupted by someone too absorbed in a mobile game to notice.

Pimula developed the full storyboard and script, then cast Egyptian mega star Nelly Karim as the face of the campaign, giving the reveal real star power.

What started as a comedic scene between Nelly and her nail technician became a full ad for Jawaker, positioning the app as the game people play everywhere, at home, at work, and everywhere in between.

Jawaker offers over 50 games in one app, from cards and dominoes to backgammon and chess, but a feature list alone isn't enough to make anyone curious enough to download it. The challenge was building a story people would actually watch to the end.

The brief called for a celebrity-led narrative that felt like a real, funny moment rather than a scripted endorsement, one that could reveal the app naturally through character and comedy, then land clearly on the brand message by the end.

Pimula wrote the full scene from scratch, a nail technician growing increasingly curious as Nelly Karim stays glued to her phone mid-manicure, convinced she's caught up in something serious, a film, a show, even a new song. The comedic tension builds scene by scene until the reveal: Nelly isn't distracted by work or drama; she's deep in a game of Jawaker, and can't put it down.

That reveal became the emotional core of the ad: Jawaker fits into any moment, at home, in the car, on set, anywhere someone has a phone in hand. Casting Nelly Karim gave the story instant recognition and warmth, turning what could have been a straightforward feature list into a scene people actually wanted to watch.