Talabat re-engaged Descifer to evolve its annual back-to-school activation into a broader, more inclusive campaign titled Back to Something. Set within a 6x6m booth at Doha Festival City, the activation reframed seasonal return moments into playful, gamified experiences. The centerpiece was a four-game circuit powered by a custom web app, with each experience tied to a unique mascot, including a mall-wide scavenger hunt. Players could unlock exclusive merchandise by progressing through the system. I led the development of the campaign’s conceptual core, including the four narrative pillars that structured Back to Something and the creation of the Talabuddies – a set of collectible characters representing each theme. I handled creative strategy, tone architecture, bilingual copywriting, game UX logic, visual direction, and spatial layout guidance. From app flow to on-ground stickers, every touchpoint was shaped to reflect Talabat’s identity and messaging surrounding this campaign.