Freebirds | Chief Creative & Cofounder
(Jun 2021 - Present)
(Jun 2021 - Present)
In 2020, I decided to break free from the limitations of the big corporate system to start Freebirds, the GCC's first online advertising network.
What is Freebirds?
At its core, Freebirds is a community of seasoned creatives and strategists united by a passion for freedom and creativity. The company is built on a commitment to create creative and purposeful work, by switching from a bureaucratic to an extremely simple and fun work process that focuses on talent, synergy, and pushing the boundaries of digital innovation.
For more info, please visit: www.freebirds.online
BBDO Jeddah | Creative Director, KSA
(Feb 2013 - Mar 2020) - 7 years
(Feb 2013 - Mar 2020) - 7 years
Achievements
• Geared BBDO Jeddah towards becoming the No.1 Creative Agency in Saudi Arabia as per the Big Won Report 2014 for the first time, within one year of being assigned
• Won the ‘7-Day Brief’ competition by Dubai Lynx 2015 for UN Women
• Featured work in the world renowned publication Luerzer's Archive for Bon Cafe
• Introduced a remote working culture with elite world class freelancers and consultants who played a great role in key agency achievements
• Headed the creative team that won 12 major pitches for the agency (Pizza Hut & AlBaik for a tasty starter)
• Succeeded in creating a home like yet stimulating work environment where team members felt involved, inspired and motivated
• Reinforced the ‘employee first’ culture by taking care of every member and the team as a whole, in addition to creating many interesting activities, believing if the employee is happy, the client would be happier
• Created and managed single handedly the Instagram page of BBDO KSA which uplifted the creative reputation of the company in the market and also attracted young local talents
• Launched my unique visual identity as a DJ, garnering recognition at various international festivals
• Won the ‘7-Day Brief’ competition by Dubai Lynx 2015 for UN Women
• Featured work in the world renowned publication Luerzer's Archive for Bon Cafe
• Introduced a remote working culture with elite world class freelancers and consultants who played a great role in key agency achievements
• Headed the creative team that won 12 major pitches for the agency (Pizza Hut & AlBaik for a tasty starter)
• Succeeded in creating a home like yet stimulating work environment where team members felt involved, inspired and motivated
• Reinforced the ‘employee first’ culture by taking care of every member and the team as a whole, in addition to creating many interesting activities, believing if the employee is happy, the client would be happier
• Created and managed single handedly the Instagram page of BBDO KSA which uplifted the creative reputation of the company in the market and also attracted young local talents
• Launched my unique visual identity as a DJ, garnering recognition at various international festivals
Responsibilities
• Leading and managing a multinational team of 13 creatives by providing them collectively and individually direction, inspiration and motivation towards creating a compelling work and reaching their full potential
• Conducting brainstorming sessions that involved fresh and dynamic methods
• Collaborating with the client servicing and planning teams in order to develop insightful creative propositions
• Presenting and selling to clients all major creative work produced by the agency
• Ensuring resources are allocated according to project needs
• Maintaining a deep commitment to improving the ‘Creative Product’ at every level of the process
• Acting as a main person-of-contact between Agency and Client on multi layered projects in order to coordinate approvals, creative briefs, submissions, time frames and production schedules
• Providing appraisals and setting individual goals for the team members to foster their own professional growth, and unite their skills towards accomplishing the agency’s targets
• Closely supervising and attending the production process of most commercials (over 50 films) from A to Z
• Maintaining an excellent relationship with key local and regional production houses to ensure the best production outcome
• Conducting brainstorming sessions that involved fresh and dynamic methods
• Collaborating with the client servicing and planning teams in order to develop insightful creative propositions
• Presenting and selling to clients all major creative work produced by the agency
• Ensuring resources are allocated according to project needs
• Maintaining a deep commitment to improving the ‘Creative Product’ at every level of the process
• Acting as a main person-of-contact between Agency and Client on multi layered projects in order to coordinate approvals, creative briefs, submissions, time frames and production schedules
• Providing appraisals and setting individual goals for the team members to foster their own professional growth, and unite their skills towards accomplishing the agency’s targets
• Closely supervising and attending the production process of most commercials (over 50 films) from A to Z
• Maintaining an excellent relationship with key local and regional production houses to ensure the best production outcome
Brands: Pepsi Co (Pepsi, 7up, Mirinda, Mountain Dew, Lay's, Doritos), Okaz Newspaper, Albaik, Rubaiyat, Sadafco, Savola Foods, Al Shiaka, Danube, Binzagr Coro, Meem Digital Bank, Tawuniya Insurance, Pizza Hut, Xcite, Umm Al Qura Development & Construction, Najm, Goody, Frozen Memories
DDB Jeddah | Creative Director
(Sep 2011 - Dec 2012) - 16 months
(Sep 2011 - Dec 2012) - 16 months
Achievements
• Helped the agency win one of the most coveted pitches at the time, Zain Telecom, in which many prominent ad agencies were involved
• Assisted in winning and successfully relaunching one of the most popular entertaining events in KSA back then, ‘Jeddah Ghair’ festival
• Received a significant acknowledgment and appreciation from the VW brand team on the work that was done during my time
• Assisted in winning and successfully relaunching one of the most popular entertaining events in KSA back then, ‘Jeddah Ghair’ festival
• Received a significant acknowledgment and appreciation from the VW brand team on the work that was done during my time
Responsibilities
• Leading and managing a team of 7 creatives towards the execution of inspiring solutions that fulfill the brand demands and objectives
• Heading weekly status-meetings and frequently orchestrating brainstorming sessions
• Overseeing the production of all types of creative content and material
• Ensuring brand identity and message consistency across channels
• Providing appraisals and setting individual goals for the team members to foster their own professional growth
• Heading weekly status-meetings and frequently orchestrating brainstorming sessions
• Overseeing the production of all types of creative content and material
• Ensuring brand identity and message consistency across channels
• Providing appraisals and setting individual goals for the team members to foster their own professional growth
Brands: Clorox, Goody, Volkswagen, Abu Sumbulatein Rice, Jeddah Ghair Festival
DDB Dubai | Associate Creative Director
(Jan 2011 - Jul 2011) - 7 months
(Jan 2011 - Jul 2011) - 7 months
Achievements
• Earned DDB Dubai their first ever 4/5 performance rating by Unilever on the Lipton account for 2011, making the agency one of the best performing DDB offices on Lipton globally
Responsibilities
• Leading all the creative initiatives for Lipton and Johnson & Johnson portfolios across the MENA region
• Managing and leading two teams of writers and art directors towards producing original creative campaigns
• Juggling multiple projects simultaneously while developing strong relations with clients to gain their trust
• Supervising thoroughly, from start to finish, high profile film and still photography assignments
• Managing and leading two teams of writers and art directors towards producing original creative campaigns
• Juggling multiple projects simultaneously while developing strong relations with clients to gain their trust
• Supervising thoroughly, from start to finish, high profile film and still photography assignments
Brands: Unilever (Lipton) - Johnson & Johnson (Clean & Clear + Neutrogena)
Self-Discovery Journey, India
(Jan 2010 - Dec 2010) - 12 months
(Jan 2010 - Dec 2010) - 12 months
Took a break from work and traveled to Incredible India for one full year to learn the art of yoga, and to further connect with my inner self; it was a life changing experience by all means. Apart from that, I DJayed in some of the best clubs in India.
BBDO Riyadh | Associate Creative Director
(Jan 2006 - Dec 2009) - 4 years
(Jan 2006 - Dec 2009) - 4 years
Achievements
• Became the youngest Associate Creative Director within the BBDO network
• Re-defined the way telecom’s communication was being tackled in Saudi Arabia. As a result, Mobily became one of the most recognizable brands in the country
• Established a strong relationship with Mobily’s client team, which helped in winning 90% of the projects against Y&R as well as keeping the account in the possession of BBDO for many years
• Supervised and produced over 50 commercials, especially that my work was more TV focused
• Produced one of the most iconic TV commercials in Saudi Arabia, “056 Wel Bagi ma Tgha’eir”, which became part of the local lingo
• Re-defined the way telecom’s communication was being tackled in Saudi Arabia. As a result, Mobily became one of the most recognizable brands in the country
• Established a strong relationship with Mobily’s client team, which helped in winning 90% of the projects against Y&R as well as keeping the account in the possession of BBDO for many years
• Supervised and produced over 50 commercials, especially that my work was more TV focused
• Produced one of the most iconic TV commercials in Saudi Arabia, “056 Wel Bagi ma Tgha’eir”, which became part of the local lingo
Responsibilities
• Developing and molding Mobily's communication style, tone of voice, look and feel
• Working around the clock on tight deadlines with a team of writers, art directors and graphic designers to create the best work for Mobily
• Teaming up with TV producers and directors every month to produce TVCs for Mobily
• Constantly presenting and selling to clients all major creative works
• Working around the clock on tight deadlines with a team of writers, art directors and graphic designers to create the best work for Mobily
• Teaming up with TV producers and directors every month to produce TVCs for Mobily
• Constantly presenting and selling to clients all major creative works
Brands: Mobily, Riyad Bank, Al Watania Poultry
BBDO Riyadh | Senior Art Director
(May 2002 - Jan 2006) - 3.5 years
(May 2002 - Jan 2006) - 3.5 years
Achievements
• Quickly rose from the ranks of a Junior Art Director to a Senior Art Director by consistently developing proactive initiatives and proposals
• Created an idea for Diet Pepsi that was shortlisted at Clio, the first ever Clio shortlist for BBDO KSA at that time
Responsibilities• Created an idea for Diet Pepsi that was shortlisted at Clio, the first ever Clio shortlist for BBDO KSA at that time
• Handling numerous print projects from briefing stage to conceptualization with the copywriter under the supervision of the creative director
• Supervising all still photography assignments and overseeing all final artworks
• Directing the creation of visuals with external resources such as photographers, illustrators and retouchers
• Supervising all still photography assignments and overseeing all final artworks
• Directing the creation of visuals with external resources such as photographers, illustrators and retouchers
Brands: Riyadh Bank, Henkel (Persil – Pril), Amana & Admiral home appliances, Zajoul Telecommunication, Al Watania Poultry, Snafi
BBDO Jeddah | Junior Art Director
(May 2000 - Apr 2002) - 2 years
(May 2000 - Apr 2002) - 2 years
Achievements
Went to BBDO’s Jeddah office on an assignment for 2 weeks, I ended up staying there for 2 years. Thanks to the Creative Director ‘David Redmond’ who saw a lot of potential in me and hence gave me an offer I couldn’t refuse.
Responsibilities• Working under the supervision of Senior Art Directors, on one of the top brands in the BBDO portfolio, Pepsi
• Gaining tremendous exposure & experience on how to think across the width & depth of an advertising campaign
• Constantly providing pro-active initiatives and relevant recommendations to the client-servicing team
• Conceiving and implementing brand guidelines, packaging design parameters for various client
• Gaining tremendous exposure & experience on how to think across the width & depth of an advertising campaign
• Constantly providing pro-active initiatives and relevant recommendations to the client-servicing team
• Conceiving and implementing brand guidelines, packaging design parameters for various client
Brands: Pepsi Co. (Pepsi, Mirinda, 7up, Mountain Dew), Quaker Oats (Sugar Puffs and Harvest Crunch cereals), Nada (Dairy & Juice products), Al Jedaie Furniture
BBDO Riyadh | Graphic Designer
(Nov 1999 - Apr 2000) - 6 months
(Nov 1999 - Apr 2000) - 6 months
Achievements
• Joined at 18 years old. The youngest employee in the agency
• Within the first couple of weeks, my work was presented and approved by one of the agency’s top clients (Tiffany & Co.)
• Within the first couple of weeks, my work was presented and approved by one of the agency’s top clients (Tiffany & Co.)
Responsibilities
• Working with the associate creative director on visualizing concepts, capturing new insights that became pivotal to creating award-winning concepts for the agency.
Brands: Saudi Fransi Bank, Al Hayat Newspaper, Jeraisy Group, Tiffany & Co.
BCIG Riyadh | Junior Graphic Designer
(Sep 1998 - Oct 1999) - 13 months
(Sep 1998 - Oct 1999) - 13 months
• Coming from a family that has been in the printing industry for over a decade, it gave me a head-start in all the works that involved conventional print output
• Mastering the intricacies of design softwares such as (Adobe Photoshop, Adobe Illustrator)
• Developing promotional and BTL campaigns
• Mastering the intricacies of design softwares such as (Adobe Photoshop, Adobe Illustrator)
• Developing promotional and BTL campaigns
Brands: Pizza Hut, Wendy’s, Arab National Bank
EDUCATION & DEVELOPMENT
ELC, Lebanon (1997)
High School Diploma
High School Diploma
Continuing Learning (1997-1998)
Extensive courses in Graphic Design, Adobe Photoshop and Illustrator
Extensive courses in Graphic Design, Adobe Photoshop and Illustrator
Workshops
Participated in many workshops by IMPACT BBDO and BBDO worldwide
Participated in many workshops by IMPACT BBDO and BBDO worldwide
Advertising Festivals
Delegate at Cannes Lions in 2005, 2014, 2015
Delegate at Dubai Lynx in 2011, 2012, 2014, 2015, 2018
Served on the Shortlist Jury at the 2018 New York Festivals
Delegate at Cannes Lions in 2005, 2014, 2015
Delegate at Dubai Lynx in 2011, 2012, 2014, 2015, 2018
Served on the Shortlist Jury at the 2018 New York Festivals