Creative Execution

Inklusion is the outcome of more than two months of intensive work, developing the concept, securing a cast of Lebanese Civil War veterans (many were hesitant, and one asked to conceal his face), and choosing a powerful filming location: the ruins of a school on the former no-man’s land between Christian and Muslim areas, one of the war’s key battlegrounds.

The team then partnered with LBCI to air the story on Independence Day at prime time within the political show “Hawa El Horiya”, where Inklusion became the episode’s central theme for around 20-25 minutes, including an on-air interview with one of the veterans. The broadcast generated major organic social buzz, attracted unexpected outreach (even tattoo artists offering support), and delivered estimated free media exposure valued at $2M.

At its core, Inklusion tells how veterans tried to reshape how society sees them by transforming their militia tattoos, offering personal closure and redemption, while also inviting Lebanon to heal old wounds and move forward together as one country.