I’ve spent more than 20 years turning business opportunities
into ideas people can understand, feel and remember.

My career has taken me through Leo Burnett, FP7 McCann,
Impact BBDO, Havas and Dubai World Trade Centre, working
across banking, aviation, retail, FMCG, government,
technology and large-scale experiences.

I grew up through design and art direction, which means craft
is still very much part of how I think. But over time the role
became bigger: finding the idea, shaping the story, building
the visual world, guiding teams and production, and making
sure the final work still carries the thought that started it.
That combination is probably the simplest way to describe
me today. I can move upstream into strategy and creative
direction, then move back into the detail when typography, a
frame, a character, a film treatment or a visual system needs
attention.

Born and raised in Dubai, I bring a multicultural point of view
shaped by global agency culture and more than two decades of
making work across the Middle East and beyond.

The work has picked up recognition along the way, including
WARC, Dubai Lynx, Clio, Gerety, Caples, The One Show and
MMA SMARTIES. Awards matter. But the part I still enjoy most is
that moment when a complicated brief suddenly becomes a
simple idea.