Creative Direction Copy

Cairo born.
Paris grown.
Berlin Sworn.

I am the product of two doctors. My dad is a cardiothoracic surgeon. My mom, a haematology consultant. 

It took me years to appreciate the poetry in that pairing. He fixes the engine; she analyses the fuel.

But this apple didn’t fall far from the tree. I simply channelled the genetics differently. Instead of wearing a white coat and diagnosing people, I wear black hoodies and diagnose brands along with the cultures they exist in.

Having lived across three wildly different cultures, languages, and their alphabets has further sharpened my inherent instincts to decipher, understand, and respect the many ways people tick.

Today, as an independent Copywriter and Creative Director, I offer all those life experiences and more than 15 years of craft in the agency world.

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random 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 blame ChatGPT for ruining the em dash for those of us who knew how to use it.

If you run into me, chances are I’m in a black hoodie, UGGs, or Birkenstocks.

I vividly remember where I was when each of those concepts first struck me.

There’s nothing silent about either Hs in my name. So, go on, put your breath into it.

I love people I can be weird with.

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

Kia | Hyundai | Genesis | Pringles | Manscaped | Dyslexia Scotland | Spotify | Netflix | Armedangels | Airbnb  | BMW Motorrad | Zeiss | O2 | Montblanc | Renault Egypt | Mercedes-Benz Egypt | Toyota Egypt |  Telecom Egypt | Ezz Steel | Juhayna Food Industries | Presidential Elections 2005 | Zanussi | Morshedy Group | Ministry of Tourism | Morshedy Jam | Eva Cosmetics | & more.