Born in Saudi Arabia, raised in Canada, and based in the UAE for all my adult life, I’ve built a career navigating cultural mashups and creative briefs.
I started out at JWT (back when it still existed), moved on to TBWA, hustled at Birdie, and somehow landed at Almost Impossible, where I built the creative department from scratch. From hiring and shaping the team to leading work across strategy, experience design, and digital campaigns, the role went far beyond conceptual thinking and implementation.
Lately, I’ve been leading a team in the world of banking and tech, bringing financial storytelling to life for Emirates NBD, Mashreq, and many more through everything from immersive activations to interactive AR. We turned The Batman launch into a one-of-a-kind pavilion at Expo City Dubai. The experiential didn’t stop there. I’ve created for TikTok, launched movies, and built brand moments that live across platforms and occasionally blow up online.
Before the tech and TikToks, there were FMCG giants like Kraft, Nestlé and
Johnson & Johnson, followed by a luxe chapter with Damas and Harvey Nichols.
I’m a Gemini, which might explain the range—from banking to Batman, FMCG to fashion. Also, I share a birthday with Trump… which explains nothing, but might get me trending.