A Creative Director with an Arabic copywriter’s instinct, a few awards to calm the ego, and a juror’s eye for ideas that actually work.

Rizek had a service problem. Not theirs. Yours.

Your phone is a graveyard of one‑time service contacts. Hamdi the heater. Tayseer the AC. Vijay the electrician. You called once. They showed up late. They lived in your contacts forever as “just in case.”

A new app doesn’t beat habit. So we didn’t sell the app. We sold the people behind it.

Every Rizek hero (gardener, mechanic, electrician, barber, beauty expert) got the brand treatment usually reserved for footballers and pop stars. Black‑and‑white portraits. Big confident headlines. RIZEK IDs stamped like jersey numbers. The artisan became the icon. The curation became the flex.

Then we declared war on the rolodex. National Contacts Cleaning Day asked the country to delete the noise of one‑shot service numbers and replace the lot with one app you can actually trust, backed by radio, social, e‑commerce, and a “Serviced by Rizek” seal pressed into real‑estate listings like a kosher stamp.

It didn’t feel like an app launch. It felt like a quiet rebellion against the WhatsApp mafia of bad service.

The thobe is an iconic white garment in the Arabian Gulf region, worn by Arab men for centuries. Keeping its pristine white color is a proud tradition passed on through generations.

It's no surprise that eating while wearing a thobe can be scary. Because a stain on one's thobe is a stain on one's pride.

Could Heinz, a global brand that encourages eating food carefree, take this opportunity to become locally relevant?

We partnered with a local tailor to create a new fabric that was sewn according to the traditional ways of the thobe. Together, we developed a nanotechnology coating that was applied directly to the yarn of the thread.

The result is a fabric that is not only stain-proof and washable, but also breathable and light. Ideal for the local, extremely high temperature.

Disability is a social taboo in Saudi Arabia. It affects nearly ten percent of the Kingdom, yet it is rarely spoken about. People are left out of education, employment, and the conversation.

Seven days before National Day, Mobily released a film of a Saudi orchestra performing the national anthem. With notes missing. Each gap stood for someone the Kingdom was leaving out. Then the call: talk about this.

On National Day, the anthem was completed. By Saudi musicians with disabilities. #EveryonesKingdom became the top trending topic in Saudi Arabia. 127M impressions. 26M reach. 99% positive sentiment. A national anthem, finally complete.

Every year, the world produces millions of tonnes of e-waste. And every year, millions of people lose their hearing because they cannot afford a hearing aid.

Two problems, one device: an old phone has more than enough technology inside it to power a modern hearing aid.

So we built the Hearing Trade: a national trade-in program that turns retired smartphones into hearing aids for those who need them. We turned obsolescence into purpose. Trash into a sense of hearing.

I'm proud to have led the 10-year anniversary campaign for Cleveland Clinic Abu Dhabi.

As Creative Director, I had the honour of shaping a narrative that wasn't just about healthcare, but about hope, resilience, and human connection.

It was a chance to celebrate a decade of impact and a vision for the future.

Simple, honest, and full of heart, this project is one of the highlights of my creative journey for many reasons.

Arabic is a gendered language. Every verb, every noun, every pronoun changes when you address a woman. Yet brands and governments across the Middle East default to the masculine form, addressing women with the wrong pronouns once every seventeen seconds.

Twitter launched #FeminineArabic, an invitation to brands to address Arab women as women. The platform also introduced a first of its kind: Feminine Arabic as a language display option, available for users to set as their default.

More than fifty brands rebuilt their social copy in the feminine. Mastercard. Adidas. Microsoft. Samsung. Mercedes. Ford. STC Pay. The hashtag trended in the UAE, KSA, and Egypt. Eighteen million impressions. A hundred and forty media outlets. Half a region, finally addressed in the feminine.

This project was more than just a campaign. It was a long road. From pitching a bold idea internally to finally bringing it to life on screen.

I believed in the power of storytelling to not just inform, but to move people into action. And that belief pushed us through every round of alignment, challenge, and refinement.

In today's digital world, scams evolve faster than most people can react. One missed report can set off a ripple effect. Not just damaging one person, but putting entire communities at risk.

That's why I'm proud to have led the creative and production for this powerful film with Emirates NBD and Liwa Content.Driven. We set out to dramatize the hidden consequences of staying silent. And to make reporting scams feel urgent, personal, and necessary.

Because vigilance is not just protection. It's prevention. And every report is a ripple in the right direction.

The world stopped. People stayed home. stc had the network. We needed a reason for people to fall in love with it all over again.

So we launched Baity Battle: a live, in-home challenge platform that turned families into contestants, kitchens into game shows, and Wi-Fi into something the whole country had a reason to celebrate.

We wrote the anthem. We filmed the rounds. We turned a network into a party every household was invited to.

Shell, The Starting Point was a deeply personal project for me.

It started in Arabic, built around the double meaning of the word "point." It spoke to the beginning of everything. The start of your trip, your day, your success, your moments of joy.

At the same time, it pointed to the first drop from Shell entering your engine and giving your journey its first push.

It was a rewarding journey throughout, from writing the lyrics to imagining and shaping the whole film.

Backgammon. An ancient game of strategy, patience, and calculated risk. Sounds a lot like crypto, right?

That's where the idea sparked. Using this timeless game to introduce the future of finance to MENA's seasoned strategists with Binance MENA.

This has got to be one of the most enjoyable projects I've worked on. Bold, witty, and brilliantly executed.

Ooredoo was a new global telco, replacing beloved local brands across ten markets, from Algeria to Indonesia. It had thirty real social programs already running. Refugees in Iraq. Women in Oman. Healthcare in Indonesia. Nobody knew about any of them.

Stand For Good turned charity into a game. Pick one of five causes. Capture a virtual football pitch on the map. Hold it for twelve hours against challenges from other players. Every minute you played, Ooredoo amplified the cause you stood for. Hold the full twelve, and you might fly to Barcelona to meet Lionel Messi.

15,840 hours of play. 660 days. 14,000 players. Direct funding for thirty real projects, from female adult literacy to mobile health clinics treating 765,000 patients. Four players actually met Messi. The rest helped someone they would never meet.

Pizza is a social food. Everyone agrees on this. Until it shows up at your door, and the unwritten rule kicks in: someone is going to ask. Maybe a roommate. Maybe a family member. Maybe a coworker who just happened to walk in. You smile. You offer. You watch your pizza disappear.

Pizza Hut figured out something most brands won't admit. Not everyone wants to share. The fix had to be honest about that, and quiet enough to work without saying it out loud. That fix is the Meal Conceal 3000.

Sleeves that cover your pizza box and turn it into the most boring thing in the room. A 10,000-piece desert puzzle. A ream of A4 paper. A framed photo of a stranger hugging his mother. Nobody asks for a slice of those. Your pizza arrives. You disguise the box. The pizza stays yours.

Halloween night turns every house into a horror set. The wind. The kids outside. The shadows in your hallway. Then your doorbell rings. For half a second, you forget you ordered wings.

Most Halloween marketing leans into the scare. Buffalo Wild Wings noticed something quieter. The people ordering wings on October 31st aren't out trick-or-treating. They're hiding indoors with the lights off. Waiting for the doorbell that gives them a small heart attack every time.

So we replaced it. Every order on Halloween came with the HalloWings doorbell. Same battery. Same plastic. Same "someone's at the door." Just without the jump scare. The scariest thing about Halloween night is now your wings going cold.

Every spicy launch reaches for the same tired toolkit. Red flames. Sweating actors. A guy fanning his mouth like he's auditioning for a soap opera. Spicy got over-promised so often that nobody believed it anymore. So we asked a different question. Not "how do we say it's spicy" but "what would actually happen if it really was?"

The line wrote itself. This taste is fire. Most teams would have shot another sweating-actor commercial. Instead, we took the line at its word. If something is fire, there are consequences. Smoke. Sprinklers. A fire alarm going off mid-bite, and the whole pantomime of an actual fire triggered by a single Whopper.

The product never had to brag. The room did the bragging for it. When everyone in your category exaggerates, the only way to stand out is to over-exaggerate, with conviction. Don't whisper the same lie. Yell a bigger truth.