Allow me to
re-introduce myself.

Today I make brands into content people actually choose to watch. Campaigns open doors. Engines keep them open — formats, series and platforms that live with the audience all season, not for one launch window. That is the work now, and it is the work I love.

The last chapter proves it. As Regional Creative Director at Footballco, the world's largest football media company, I built season-long branded content platforms for the biggest sponsors in Saudi football. I wrote and directed for Nescafé and SAVVY Games. The Nescafé work with Al Hilal made the fans the medium: 11.1M views, 12.2M impressions, a 91% view rate. The brand was welded into the mechanic, not stitched beside it. That is the difference.

Footballco is the fourth stop in a Gulf run that started in 2023. Kuwait first, heading a 19-person department at Horizon FCB and winning Burgan Bank, Nissan and Hardee's inside a year. Then Riyadh — VML on STC, Almarai and Flynas, then Bold Creatives running a 25-person department across sport and government, and a MENA Effie Bronze for Deemah Chips. Four markets, four years, each one adding a floor. Kuwait taught me to lead departments, VML taught me the Saudi machine from inside a global network, Bold taught me sport and government at scale, and Footballco taught me what to do with a season's worth of attention.

Before all that, the classic road. TBWA. FP7. Seven years at Wunderman Thompson, from Senior Copywriter to Creative Director. Three MENA Effie Golds. An Effie shortlist for Best Use of AI. Six Dubai Lynx metals. 68+ commercials, four films directed.

There is also the part nobody expects. From 2007 to 2023 I ran a parallel life in sport as founder and head of Gridiron Egypt, the organisation that established American football in the country. Fifteen years of building sports organisations while building brands. So when I make content for fans, I am not guessing what fans feel. I was in the stands and on the sideline the whole time.

And now the new skillset. I work full-stack with AI — Higgsfield, Nano Banana, Veo, Kling. An idea leaves my desk written, visualised, art-directed and motion-tested. The old divide between copy CDs and art CDs is dead. I helped bury it. I also teach: Saudi Ad School, Cairo Ad School and several Egyptian academies.

I am quite the weird mix. Half my life in the USA, half on the streets of Cairo. Both cultures native, not translated. And for the last four years the Gulf — Kuwait, then Riyadh — not as a visiting consultant flying in for the workshop, but living here, working here, raising the work inside the market rather than at it. Three cultures, all first-hand.

I lift heavy things competitively. I train every day. And I believe the best brief is the one that scares you a little.