QaraetLak
Julian Thorne
Creative Director, React Mena
Advertising
November 03, 2025
Reading as an act of connection — Qaraet Lak is a show that turns the page into a shared experience.
Bringing Literature to Life
The promo had to convince an audience of non-readers to give books a chance. We solved that by centering the emotion of being read to, rather than the act of reading itself.
The right story, read aloud for you — that is Qaraet Lak.
The campaign translated perfectly across digital and broadcast, driving strong audience numbers in the opening week.
Julian Thorne
Creative Director
With over fifteen years in editorial design and digital strategy, Julian leads the creative vision at React Mena, shaping interfaces that balance spatial clarity, narrative pacing, and a refined sense of calm.