In 2022, Ferring Pharmaceuticals approached us to create an awareness campaign about bedwetting—a sensitive topic that required a careful balance of emotion and light humor. Finding the right tone was a creative challenge, but through thoughtful storytelling and a human-centered approach, the campaign blended warmth, relatability, and gentle comedic moments. The result was an engaging awareness piece that communicated the message with clarity and compassion, reflecting Suhaib’s ability to handle delicate subjects with both sincerity and creativity.