One decision, made everywhere.
I turn brand strategy into a visual idea, then into the system that carries it across markets, formats and languages. Today I lead digital creative at GMG for Nike, adidas, Puma and Sun & Sand Sports. Before that, Tamara, Amazon and Al-Futtaim.
Four photographs. One film.Nike, Back to School
2026Four photographs. One film.Back to School · Read the case →
2026The brands supply the product. The retailer owns the light.Brand creative direction · Read the case →
2026A tournament told in acts.FIFA World Cup campaign · Read the case →2026Stop the thumb first. Sell the shirt second.Social media revamp · Read the case →
2026The colour arrives on the body.Saudi National Day · Read the case →
2026One hanger photo. A full product page.Al-Ittihad kits, product pages · Read the case →
2026Speed as a feeling, not a stopwatch.Adizero launch · Read the case →
2026The tee is the hero. The city is where it lives.Dubai Tees, Vol. 2 · Read the case →
× Egypt2026A kit launch staged like a premiere.World Cup kit launch · Read the case →
2025A month of sales that feels like one season.Retail campaign platform · Read the case →
2024A new kit, launched like opening night.Official kit launch · Read the case →
× adidas2024Four words for a club that expects to win.FIFA tournament campaign · Read the case →
2024A new signing, welcomed like one of our own.Player signing announcement · Read the case →
2023A local athlete, told in Nike's own voice.Athlete campaign · Read the case →
2021Winter layers with a future-facing voice.Seasonal product launch · Read the case →A clear point of view, built with the team and held to the highest standard.
Start with the human truth.
Before a word is written or a frame is shot, I want to know what people feel and why they care. Work that starts from a real truth earns attention instead of buying it.
Build ideas that travel.
A strong idea is a platform, not a post. I shape it so it can live across film, retail, digital and every market, and still sound like one brand.
Lead the team, protect the vision.
I set a clear direction, give people ownership and make room for their best work. My job is to keep the bar high and everyone moving the same way.
Craft is the difference.
People feel quality before they can explain it. Every frame, word and detail is held to the same standard, because that is where trust in a brand is won.
Twelve years across brand, retail and product.
I have led creative in-house at retailers, a fintech and one of the world's largest marketplaces, and I now lead digital creative for global sports brands across the Gulf.
That mix taught me to think like the business and design like the brand: start from the commercial problem, find the insight, and build a system a team can run without me in the room.
BA, Cairo University
Arabic and English
- GMGDigital Creative Director2025 to now
- TamaraCreative Director
- Al-Futtaim RetailCreative Director
- AmazonArt Director, EMEA
- Al-Futtaim WatsonsArt Director, GCC
- SpriiHead of Creative
- Estadat Sports FacilitiesArt Director
- Al Ahly SCArt Director
- Jumia, Rocket InternetCreative Lead
- LG ElectronicsSenior Visual Designer
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