Creative Direction Copy

Cairo born.
Paris grown.
Berlin Sworn.

My ride on the advertising rollercoaster started back in 2004. After a ten-year stint at one of Cairo’s most prominent agencies, I decided to leave my established career behind to start anew. This time as a copywriter. 
Here we are another ten years later, and I’m still loving the ride. Nauseating bumps and all. So if you like what you’ve seen on here, let’s chat.

random but fun facts about me:

It is physically impossible for me to open my eyes under water. I’ve got no clue why.
I have a thing for acrylic painting. Something about painting in layers fascinates me.
Mandarines are evil. Please never eat them around me. Ever.
I am possibly the only Egyptian who doesn't LIVE FOR mango SEASON. sadly everyone back home holds that against me.
The beach is my favourite place to be, yet I am terrified of the sea.
I love people I can be weird with.
IF you run into me, chances are i’m in a black hoodie, uggs, or birkenstocks.

Awards

There’s nothing comic about Dyslexia, Dyslexia Scotland, 2023.

Silver in Industry Craft, at Cannes Lions.
Wood in Art Direction, at D&AD.
Gold in Design/Typography, at Eurobest.
Gold in Design/Typography, at ADC Europe.
Gold in Integrated, at ADC Europe.
2x Silver in Print & Outdoor, at ADC Europe.
Bronze in Design, at ADC Europe.
Bronze in Design Craft, at THE ONE SHOW.
Merit in Copywriting, at THE ONE SHOW.
Silver in Typography, at CLIO Awards.
Bronze in Design, at CLIO Awards.
Bronze in Design Craft, at CLIO Awards.
Bronze in Social Media Craft, at CLIO Awards.
Bronze in Health Awareness, at CLIO Awards.
Silver in Use of Typography, at LIA.
Silver in Public Service/Charity/NGO, at LIA.
Bronze in Use of Typography, at LIA.
Silver in Health & Safety, at Epica.
Bronze in Integrated Digital, at ADC Global.
Bronze in Typography, at ADC Global.
Bronze in Graphic Design, at ADC Germany.
Bronze in Brand Dialog, at ADC Germany.
Bronze in Crossmedia, at ADC Germany.
Shortlist, at NY FESTIVALS.
Bronze in Integrated, at Caples Awards.
Gold in Direct Campaigns, at KIAF.
Gold in nonprofit media, at MAD STARS.
3x Silver in Typography, Print, Brand Experience, at MAD STARS.
Bronze in Design nonprofit, at MAD STARS.
3x Crystal in Direct nonprofit, Health, Sustainability Goals, at MAD STARS.

The French Arabic, Renault Egypt, 2016.

Gold at MENA Effie.

Wall and Chain, Airbnb, 2015.

Graphite Pencil at D&AD.
People's Voice Award at the Webby Awards.
Bronze Nail at ADC Germany.
Bronze at LIA.
Silver at EPICA AWARDS.

Six Degrees of Separation, Amnesty International, 2015.

Bronze Nail for Print at Junior ADC Germany.
Bronze Fudge Award at Miami Ad School Berlin.

CLIENTS

Germany

Kia  |  Hyundai  |  Genesis  |  Pringles  |  Manscaped  |  Dyslexia Scotland  |  Spotify  |  Netflix  |  Armedangels  |  Airbnb  |  BMW Motorrad  |  Zeiss  |  O2  |  Montblanc

Egypt

Renault Egypt  |  Mercedes-Benz Egypt  |  Toyota Egypt  |  Telecom Egypt  |  Ezz Steel  |  Juhayna Food Industries  |  Presidential Elections 2025  |  Zanussi  |  Morshedy Group  |  Ministry of Tourism  |  Morshedy Jam  |  Eva Cosmetics