Biography


🇮🇹 🇵🇹 🇿🇦 🇦🇪

I'm a Creative Director with over 22 years of experience creating integrated campaigns, building brands and leading creative teams across Africa and the Middle East.

Today, my focus is on the intersection of creativity and artificial intelligence. I integrate generative AI into every stage of the creative process, from strategy and ideation to visualisation, filmmaking and production, helping ideas move further, faster, without compromising the craft or the thinking behind them.

My experience spans global brands, government initiatives and cultural institutions including Citi, Philip Morris International, RTA Dubai, Dubai Economy & Tourism, ADNOC, Big Ticket and Dubai Government. Along the way I've helped grow businesses, win pitches and deliver award-winning work recognised at Cannes Lions, MENA Effies, Dubai Lynx, Loeries and AME Awards.

I believe AI isn't replacing creativity. It's redefining what's possible. The future belongs to creative leaders who know how to combine human insight with intelligent tools to produce work that's more ambitious, more effective and more meaningful.

AI Tools & Skills
Creative AI Strategy
AI integration, workflow design, capability building, creative transformation and team adoption.

Strategy & Ideation
ChatGPT, prompt development, concept generation, campaign territories, script development and creative refinement.

Image Generation & Visualisation
Nano Banana 2 & Pro, image prompting, art direction, key visuals, storyboards, moodboards and visual prototyping.

AI Filmmaking & Motion
Runway, generative video, image-to-video, keyframe animation, transitions, cinematic previsualisation and social content production.

Voice & Audio
ElevenLabs, AI voice generation, voiceovers, localisation, performance direction and synthetic narration.

Music & Sound
Suno, original music generation, soundtrack development, sonic experimentation and mood creation.

Creative Production
Rapid prototyping, pitch films, animatics, pre-production, production efficiencies and scalable content adaptation.

Creative Automation
AI-assisted workflows, versioning, localisation, content scaling and faster campaign development.

Core Platforms
Runway • ChatGPT • Midjourney • Adobe Firefly • Nano Banana • ElevenLabs • Suno

Experience



Guiding a hungry team in developing pitch and award-winning work across every platform for one of Publicis Groupe's premiere agencies in the GCC. Working closely with Visa, Hisense, Philip Morris, Nivea, RTA, Majid Al Futtaim, Mahzooz, etisalat/e&, Merex, Omniyat, and DTCM. 

Pitches won: 

ADREC - 2025 Hisense retainer -2024 
Omniyat projects - 2023 
e& (Etisalat) - Creative lead: Freedom brief - 2022 
MOK (Hong Kong) - HNB Tobacco - 2021 
Majid Al Futtaim - iam.ai SuperApp - 2020 
DTCM - European Campaign - 2020 
RTA - Multiple Campaigns/Projects 2020/21/22/23/24/25 

Awards:

Clio Health 2025 - Sound Affects - Bronze - Mental Health 

Smarties MMA MENA 2025 - Sound Affects - Gold - Brand Purpose/Activism / Gold - Small Budget, Big Impact / Silver - Brand Experience / Bronze - Social Impact 

Cannes Lions 2024 - Sound Affects -Shortlist - Fundraising & Advocacy 

Dubai Lynx 2024 - Sound Affects - Silver - Excellence in Radio & Audio/Use of Music & Sound Design + 4 Shortlists 

Loeries 2024 - Sound Affects - 2 X Bronze - B2B Creativity - Audio Database/Digital - Web Browser-based Experience + 3 Finalists 

New York Festivals AME Awards 2024 - Sound Affects - 2 Bronze in Activation and Advocacy + 6 shortlists 

MENA Effies 2024 - Sound Affects - Gold - Positive Change: Social Good - Brands 

Rock the Tock - Gold Runner Up 2021


Creating concepts and developing distinct art direction across multiple channels with a social-first approach to a broad selection of global, regional and local clients including Lexus, IKEA, Dubai Design District and EXPO2020.




Conceptual thinking and Art Direction for Geometry Global (now known as VMLY&R COMMERCE), WPP's global activation and experiential agency. Working across multiple channels on Coca-Cola, Johnson & Johnson, RTA, Volvo, Lexus, Advil, British American Tobacco, as well as luxury brands Bentley, Cartier and Robinsons. A strong proactive program and drive has produced innovative and left-field ideas and Dubai Lynx shortlisted work for Volkswagen. 

Awards: Dubai Lynx 2018 - VW App Connect - Shortlist


Award-winning conceptualising, art direction and creative direction on premium FMCG and financial services across print, TV and digital 

Pitches won: SABMiller - Grolsch Premium Lager



Conceptualising and art directing integrated marketing campaigns and sponsorship properties



Conceptualising, art direction for experiential marketing campaigns for Publicis Africa’s largest activation agency.

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