Creative Director based in Cairo, currently MENA Head of Creative at Assembly Global, where I lead a creative department across the UAE, Saudi Arabia and Egypt with no shared office. Distributed leadership isn't a constraint I work around, it's how I run the department day to day.
Before creative leadership, I worked through graphic design, multimedia, animation, production and art direction. That background means I can direct a motion team on timing, an art director on composition and a production lead on feasibility without guessing, and hold the same conversation with a strategist or a client. I translate strategic and commercial objectives into creative direction that's built for where and how it will actually perform.
I use AI as a working practice, not an experiment, running generation through Magnific across live projects and guiding designers and animators on how to build it into their own process. I also shape the commercial side of new business, proposals, scopes, team structures and delivery models that keep creative ambition and profitability in the same conversation.
+11 years across advertising and design, with brands including Vodafone, McDonald's, Spotify, Durex, Google, Oreo and Careem.
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Some of the Clients I've worked with
