I'm a Creative Director in the Growth & Innovation team at Publicis Groupe in Dubai, originally from Lebanon.
Over more than a decade in digital and offline advertising, I've become a data-driven creative. For me, digital is one of many mediums a creative has to master. I see myself as the link between the performance and creative sides of a business, translating both worlds into digital-first, 360° ideas.
Before Publicis, I spent years making work for Anghami, the region's music platform: talent hunts on TikTok, a kit inside FIFA, a film on Burj Khalifa. Today I build platforms like Youth Studio, where culture, data and design meet.
What I do
Creative direction
Leading ideas that join brand, culture and emerging technology, from the insight to the last frame.
Brand identity
Designing identities hands-on, from Vibe Music Arabia to Youth Studio.
Experiential design
Booths, activations and brand worlds people want to walk into and talk about.
Innovation & AI
Exploring how AI and new tools can expand creative thinking and open new formats for ideas.