The campaign introduces “Tasbeera x Instax Mini LiPlay+” as a music moment and a celebration of self-expression through the Instax lens
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. Set within a surreal visual world of floating Instax prints, the film positions “Tasbeera” as more than a music release.
At the centre of the campaign is “Tasbeera,” Amira Adeeb’s debut release with Warner Music. The word itself, commonly used in Arabic to mean a small taste of something bigger. Amira has described it herself as exactly that: a first taste of the bigger musical moment to come. The song is a confident, genre-bending track that carries sharp, self-assured feminine energy.
Known for her bold aesthetic and confident feminine energy, Amira Adeeb brings a natural sense of authenticity to the collaboration. One lyric from the track, “خد صورة” translates to “take a photo,” organically connected the themes of music and memory making, reinforcing Instax’s core message around capturing moments worth holding onto.
Amira 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.”
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.
As part of Fujifilm Instax’s ongoing commitment to championing creative voices across the MENA region, the brand continues its partnership with the FTAforbrands to spotlight emerging Arab artists and creators. Through exclusive content, behind-the-scenes storytelling, and artist-led collaborations, the initiative celebrates individuality, authentic self-expression, and meaningful human connection, all 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.”
Audiences can follow the campaign journey through Fujifilm Instax Middle East and Amira Adeeb’s social platforms.
