My journey in advertising has been shaped by a clear authorial intent. Immersing myself in diverse languages and aesthetics, my work spans across copywriting, photography, and art direction, with a consistent focus on people and their stories.

In this context, amid the world of luxury cars and iconic runway pieces, I had the privilege of telling the story of a nation—its culture and its subtleties—precisely at the moment it was preparing to stand under the global spotlight.

The project sought to reposition Qatar across communications, PR, events, and branding. In leading the Creative Department in London and opening new business units in both Doha and Beirut, we delivered a Global Campaign across 52 markets, creating bespoke assets and partnerships, all while generating on-demand content featuring world-class footballers. We reimagined the visual language of the film industry in the region, curated a new image bank with updated photography, and launched a special edition of Condé Nast Traveller—all within a two-year period.

From my senior leadership role to three months spent on the ground, camera always in hand to capture fresh stories, this experience stands as the most fascinating and challenging of my career.

Role: Global Creative Director