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@waqasali
New York Nama, LLC.
Brooklyn, NY
Projects
I approach every project as a founder first. I led these campaigns while serving as CEO, operating with true skin in the game where every creative decision had to drive the business. This work is proof that small teams with clear intent are enough.
Atoms: The Launch
Naming, Brand Strategy & PositioningIt started with the name. I named the company “Atoms” to reflect the fundamental level of detail we obsessed over, eventually securing the definitive atoms.com.
We launched Atoms not as a tech accessory, but as a design object. While the industry chased “performance,” we went for the perfect fit, introducing quarter sizes to the world. The aesthetic felt at home in Vogue, fueled by hundreds of authentic endorsements from tastemakers in design, tech, and fashion.
The focus on craft resonated with the highest tier of the creative community, earning us personal, handwritten notes from legends like Jony Ive and Pete Docter.
Atoms × MKBHD
Product Narrative & Campaign
Inspired by the depth of the original Nike × Jordan partnership, I wanted to build a collaboration that felt iconic, not transactional. To find the story, I went to the source, spending hours interviewing Marques, his team, and even his parents. We discovered his first-ever tech review was exactly 2 minutes and 51 seconds long. From that insight, the name “M251” was born.
A great story needs a great stage. I orchestrated the workflow between MKBHD’s incredible creative team and Atoms to ensure a flawless rollout, culminating in a Times Square billboard sponsored by Shopify. The narrative depth turned the sneaker drop into a collector’s event, selling out instantly.
“These are not cheap”
Strategy, Copywriting, and ViralityThe best story is the truth. When customers questioned the original $169 price tag, we didn’t offer a discount. Instead, we ran an ad explaining exactly why we couldn’t.
This campaign became a masterclass in radical transparency, proving that treating customers like adults builds deeper loyalty than any sale ever could. It introduced hundreds of thousands of new customers to the brand and established a new standard for honest copywriting, a format that is now imitated by hundreds of brands globally.
Introducing “Introducing”
Community & CultureA brand is defined by who it supports. We launched “Introducing” to become the first paid client for emerging creatives, writers, and artists. It was an experiment in community building that had nothing to do with selling shoes and everything to do with fueling the culture that surrounds them.