Hello!

Seventeen years ago I started writing ads in Cairo. I never stopped. But somewhere along the way, the job changed. I changed with it.

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Today I make brands into content people actually choose to watch. Campaigns open doors. Engines keep them open. Formats, series, 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.

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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.

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Before that: the classic road. TBWA. FP7. Seven years at Wunderman Thompson, from Senior Copywriter to Creative Director. Then Kuwait, then Riyadh, leading departments of 7, 19, and 25. Three MENA Effie Golds. An Effie shortlist for Best Use of AI. Six Dubai Lynx metals. 68+ commercials, three as director. The campaigns are my heritage. I can do them in my sleep. I just refuse to sleep.

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There is also the part nobody expects. From 2007 to 2023 I ran a parallel life in sports: founder and head of Gridiron Egypt, the organization that established American football in Egypt. Academies at Wadi Degla and ZED. A team, the Gezira Thunder. Sixteen years of building sports organizations 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.

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And now the new skillset. I work full-stack with AI: Higgsfield, Nano Banana, Veo, Kling. An idea leaves my desk written, visualized, art-directed, and motion-tested. The old divide between copy CDs and art CDs is dead. I helped bury it.

I am quite the weird mix. Half my life in the USA, half on the streets of Cairo. Both cultures native, not translated. I lift heavy things competitively. I train every day. And I believe the best brief is the one that scares you a little.

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A seasoned vet with a new skillset. That is the whole story.

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Let's build an engine.