My career started upon graduation, as I joined Malik’s Bookshop in Beirut, multi-purpose bookstore dedicated to University students. That was the start that helped me discover my passion to design and ideation. I was assigned a junior designer position then became a designer where I had the chance to work mostly with design students in 2002.
In December 2005 I joined InterOne BBDO Worldwide as an art director. Here I worked on BMW Group (BMW, MINI and Rolls-Royce), Nakheel, and IKEA. In 2007 I joined Liquid Campaign, where I was promoted to a Senior Art Director, still working on BMW Group.
In 2009 my Serviceplan Group journey started, as an Associate Creative Director, then Creative Director and eventually Executive Creative Director - Head of Creatives in the House of Communication, which includes two agencies, Serviceplan and Plan.net. Here I’ve been working on BMW Group, Rolls Royce, Lufthansa, Nespresso, Danone, Continental Tires, Huawei, Siemens and many more.
Throughout the years, my skills grew stronger and I was able to shape many brands from creative strategy all the way to great executions, all that while working with strong creative teams and with a big pool of directors, producers, photographers and artists from around the world. This led me to win multiple awards in Dubai Lynx, Clio Awards Effie’s, ADC, The One Show, SCA, Deutscher Media Preis, Cresta Awards, w3 Awards and Auto Vision.
I speak three languages, English, Arabic and French. Currently, I head two creative departments – Digital and Classical. I’ve held multiple speeches, and my campaigns, ideas and articles on more than 20 brands have been published in more than 13 countries.