Creative Direction
Egypt

I started at TBWA\Egypt in 2009, a copywriter with more opinions than experience. Year one delivered a Dubai Lynx Silver in print for Pattex “Sticks Anything.” The opinions turned out to be worth something.

Then Kairo for Ideas, where the film and radio work got loud. Pizza King “The Ballad for Real Men” took Lynx Silvers in radio and scriptwriting. “The Egyptian Superheroes” and Electrostar “Home Politics” took African Crystals Emeralds. Two years of learning that Egyptian humour, written right, travels.

Then FP7, and the year everything compounded. Two MENA Effie Golds in one cycle: Coca-Cola “Share a Coke” and Mobinil “Net Heads.” McDonald's and Mansour Chevrolet in the book. Proof that the work could be funny, famous and effective at the same time.

Then seven years at Wunderman Thompson, the long chapter. Senior Copywriter to Creative Director, the full climb inside one house. A seven-person team. Vodafone, Shell, Froneri, Ora. The Effie Gold for Shell Rimula “What Matters Is Inside.” And the campaign that predicted everything that came later: Vodafone “An Ode to Al Ahly Fans,” a Lynx Silver for work built entirely on football fan culture, six years before I ever set foot in Footballco. The fan-first instinct was always there. Egypt is where it was born.