CASE STUDIES
LUNESTIL
Rewriting the brief,
unlocking potential
London-based agency WeRPartners initially approached Neel with a simple execution brief for Lunestil, a European sleep supplement targeting women. But he saw an opportunity to go far further.
Penning the line “TOMORROW IS WRITTEN TONIGHT,” Neel reshaped the concept into an insight-driven global platform - reframing sleep from a dull necessity to a powerful enabler of tomorrow’s potential.
And the impact extended far beyond the brand film: "Tomorrow Is Written Tonight" became Lunestil’s tagline across print, outdoor, and point-of-sale, establishing a cohesive brand voice rooted in optimism and empowerment.
Writer | Director | Producer
KIA TASMAN
Across borders,
against the odds
Commissioned as an Arabic-language documentary series to launch the new KIA Tasman, Tribes of Arabia took Neel and his team across the GCC and Iraq in search of ancient tribes and their stories.
The 15-day journey demanded over 5,000 kilometers of driving, sleepless nights, hazardous roads, and unpredictable border crossings - turning the trip itself into a test of resilience. With a tiny but tightly-knit crew, Neel drew on his run-and-gun roots, embracing adversity as part of the process. Every obstacle became an opening, every setback a chance to see things differently.
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The result was a sweeping, cinematic series that reflected the same spirit the Tasman champions: The drive to keep moving forward, no matter the road ahead.
Director | Cinematographer
SOLEDXB
A culture found its film,
a filmmaker found his voice
In 2012, SoleDXB was an emerging street culture festival in search of identity. Working directly with the festival's founders, Neel wrote, directed, shot, and edited their first major film: Hidden Soles. A one-man production, this run-and-gun project distilled the raw energy of the movement into a powerful cinematic voice.
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The film instantly struck home. It made the front cover of Campaign Magazine, drove an incredible turnout at the event and positioned SoleDXB as a cultural force in the region.
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It was a breakthrough moment - not just for SoleDXB, which gained a foothold in the region, but for Neel, whose poetic visual style and instinct for story was evident from the start of his career.
Writer | Director | Cinematographer | Editor