I’m a well-rounded Creative Director and strategist, with a strong focus on banking, experiential design, and brand activations. Over the past 15+ years, I’ve built and led creative work across agencies and client-side environments, shaping campaigns, experiences, and brand systems for banking, luxury, tech, entertainment, and FMCG brands.
My career evolved through global agencies including JWT and TBWA, and into experience-led work at Almost Impossible, where
I worked across film, digital, experiential, and integrated campaigns, partnering closely with clients to translate strategy into work that performs in culture, not just on decks.
Born in Saudi Arabia, raised in Canada, and based in the UAE, I’ve spent my career navigating cultural intersections and complex briefs. It’s shaped how I think about brands: context matters, nuance matters, and good ideas travel when they’re grounded in human truth.
Somewhere along the way, I also became a Theta Healer, a parallel practice that sharpened my intuition and deepened my understanding of people and behavior. That work led to being featured in VICE, and continues to quietly inform how I listen, lead, and create. I’m also currently writing a children’s book, because storytelling doesn’t really switch off.
I’m a Gemini. And yes, I share a birthday with Donald Trump. It means nothing, but it might get me trending.