ABOUT THIS HUMAN
I try and try until it feels just right.
I am a creative shapeshifter with many facets and one obsession: storytelling. Across 13+ years I have led integrated campaigns from bold concepts through high-budget production and regional rollout, working across every medium a brand can touch. My strength lies in understanding audiences deeply, translating data and insights into sharp creative direction, and building compelling ideas that make a difference.
I am equally at home in a creative strategy or brainstorming session and on a production set, with hands-on experience directing large-scale shoots and ensuring creative vision carries through to final delivery. The work I am most proud of is bold and culturally resonant, and always tied to measurable impact.
Some selected accolades
Gold Effies - 2019
Young Lions Winner - Print Category - 2017, Beirut
Gold Midas / Gold Effies / Grand Prix & Gold Pikasso d'Or - 2017
Art Director
Creative Thinker
Content Architect
Creative Coordinator
Freelance Copywriter
Where I've been
Education
MASTERS DEGREE - 2011/2013 . ALBA (Académie Libanaise des Beaux Arts)
Graduated Top of Class with Honors / Degree in Advertising and Art Direction
BACHELOR OF ARTS - 2008/2011 . ALBA (Académie Libanaise des Beaux Arts)
Graduated with Very High Distinction / Degree in Advertising and Art Direction
SCHOOL EDUCATION - LYCEE FRANCO-LIBANAIS NAHR IBRAHIM 1993/2008
Graduated with Distinction / French Baccalaureate in Economic and Social Science
Work Experience
TIKTOK - DUBAI - 2022 - PRESENT
Creative Performance Manager
Partner with the region's largest and most complex advertisers as a creative performance strategist, shaping how leading global and regional brands show up to consumers across MENA, Turkey, South Africa, and Central Asia. Advise and guide brand teams and creative agencies on creative direction, platform strategy, and executional excellence, translating business priorities into high-impact creative platforms that drive breakthrough work. What sets my approach apart is my creative craft experience mixed with a deep fluency in performance data and creative diagnostics, using data insights and testing to sharpen creative decisions, validate direction, and deliver work that is both compelling and commercially effective.
momentum DXB - MCCANN - DUBAI - 2019 - 2022
CREATIVE DIRECTOR
PREVIOUSLY ASSOCIATE CREATIVE DIRECTOR & SENIOR ART DIRECTOR -
CLIENTS: Ferrari World ABu dhabi / Warner Bros. World / Yas Island / Yas Waterworld / Emirates NBD / ADNIC / CLYMB / etihad / SUBWAY
I led the creative output for Yas Island across a portfolio of large-scale integrated campaigns with budgets exceeding $1M, spanning ATL, BTL, digital, social, experiential, and celebrity partnerships. My work covered both recurring seasonal campaigns and standalone brand moments, three tentpole campaigns per year alongside one-off brand films, OOH, and digital productions. I owned the full creative process from brief and ideation through pre-production, on-set direction, editing, and final delivery, collaborating with locally rooted and internationally acclaimed directors to bring ideas to life with craft and cultural resonance. Beyond campaigns, I led the branding and brand uplift of five distinct entities, developing brand books, visual identities, and communication frameworks that gave each a clear and ownable voice. I managed and mentored multidisciplinary creative teams, presented concepts to senior client stakeholders, and contributed to high-profile pitches and regional new business wins for the agency.
FP7/BEY - McCann - BEIRUT 2017 - 2019
ART DIRECTOR 2017 - 2019
Clients: Byblos bank / McDonald's Lebanon/ McDonald's Jordan / L'Oréal Paris / MAYBELLINE NEW YORK / YVES SAINT LAURENT / ELVIVE / LANCÔME / REVITALIFT / UNILEVER / COMFORT
ANDCO. BEIRUT - 2016 - 2017
CONTENT CREATOR - COPYWRITER - ART DIRECTOR
CLIENTS: GARDENSTATE / BEIRUT DESIGN WEEK / MOODLAB / AR_KA / MIX FM LEIL NHAR / THE CRASHERS / BRUMMANA MUNICIPALITY / BEIRUT IN THE MIX / WE ARE / COUTURE CLUB / MYU / PRINTANIA VILLA & GARDEN
MERCURY - BEIRUT - QUANTUM GROUP 2011 - 2016
CONTENT ARCHITECT - CREATIVE COORDINATOR - PROJECT MANAGER
Mercury is the creative entity behind M; a digital media platform. Its main purpose is to collect the local cultural heritage, repurpose it to best fit a digital form and then distribute it to the world.
TASKS: DESIGN / INFORMATION DESIGN & MAPPING / IN-DEPTH ONLINE & FIRLD RESEARCH / PROJECT MANAGEMENT / ONLINE PRODUCT IDEATION & CREATION / PUSHING GATHERED CONTENT THROUGH DESIGN, DEVELOPMENT AND PRODUCTION PROCESS / RESTRUCTURING WEBSITE FOR CULTURAL GOVERNMENTAL INSTITUTION / WRITNG / EDITING / CREATING AND PRESENTING PROPOSALS TO CLIENTS
Freelance
DESIGN
INSTITUT FRANCAIS AU LIBAN / HARLEY DAVIDSON MENA / R.E.D.A.L REAL ESTATE DEVELOPERS ASSOCIATION OF LEBANON / MÉMOIRES / MINI STUDIO / ALTUS / BRIDGE CAPITAL HOLDING / RE+INE PLANET / SNACK EL AWEDIM / SECRET SENSES / LA CHAPELIERE / OUMNIA / BEIRUT INTERNATIONAL FILM FESTIVAL / ALEPH PRODUCTIONS
WRITING
MATISSE / PROPERTY KEYS / THE BALLROOM BLITZ / SELMAN MARRAKECH / MÉMOIRES / ESCAPE / AURAME / FIMP MAGAZINE
