Fujifilm Instax Middle East has unveiled ‘Tasbeera‘, a new campaign in collaboration with Egyptian singer and songwriter Amira Adeeb. The campaign celebrates a new generation of confident self-expression through music, fashion, photography and culture.
Launching with a cinematic 60-second teaser mini music video, the campaign captures the playful and spontaneous energy that has become synonymous with the Instax brand. The campaign has been rolled out across the brand’s and the celebrity’s social media and digital channels.
Through exclusive content, behind-the-scenes storytelling, and artist-led collaborations, the campaign looks to celebrate individuality, authentic self-expression and meaningful human connection, values that remain at the heart of the Instax brand.
Menna Ali, the Regional Marketing Lead for Fujifilm Instax MENA, says, “Instax has always been about celebrating genuine moments and talented creatives in the region. Amira represents a new wave of regional talent that is shaping culture in a very authentic way. With ‘Tasbeera,’ we wanted to create something that felt stylish, expressive, and emotionally connected to how young audiences experience life today.”
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The word ‘Tasbeera’, which is commonly used in Arabic to mean a small taste of something bigger, is described by Adeeb as: a first taste of the bigger musical moment to come.
Known for her bold aesthetic and confident feminine energy, Adeeb brings a natural sense of authenticity to the collaboration. One lyric from the track, “خد صورة” translates to “take a photo,” organically connects the themes of music and memory making, reinforcing Instax’s core message around capturing moments worth holding onto.
Adeeb said, “Tasbeera is just a taste of the musical dish to come, It’s about my artistic journey, the challenges, and celebrating the hard-won victories. Partnering with Fujifilm Instax felt natural, they believe in capturing real moments, and this song is one of the most real things I’ve made.”
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Brought to life in collaboration with Female Talent Agency (FTA), the ‘Tasbeera’ campaign is centred on Adeeb’s debut release with Warner Music. The continued partnership with FTA is alsopart of Fujifilm Instax’s ongoing commitment to championing creative voices across the MENA region and spotlight emerging Arab artists and creators.
Set within a surreal visual world of floating Instax prints, claw machines filled with cameras, backstage glamour, and red carpet moments, the film positions ‘Tasbeera’ as more than a music release. It is a lifestyle moment shaped by creativity, individuality, and the joy of capturing memories as they happen.
This campaign also marks the regional launch of the new instax mini LiPlay+, Fujifilm Instax’s latest hybrid instant camera designed to turn everyday moments into immersive memories.
Built around the campaign tagline “sounds like adventure,” the mini LiPlay+ introduces enhanced sound integration features, including the new Sound Album functionality, allowing users to attach audio memories and voice snippets to their captured moments for a deeper, more emotional storytelling experience.
CREDITS:
Client: Fujifilm Instax
Agency: Female Talent Agency (FTA)
PR: StickyGinger
