Creative
Sr. Art Director & Creative Lead building impactful visual systems and transforming strategy into visual influence.
Director
Delivering polished creative direction, visual storytelling, and brand systems that elevate audience perception.
About Me
Raised and professionally shaped in Riyadh, I’ve spent more than 15 years building creative experiences across government entities, agencies, television, and private sector brands.
My journey evolved from graphic design into creative leadership, leading multidisciplinary teams, directing campaigns, shaping brand identities, and integrating AI-powered assets to elevate creative impact and execution speed.
"I believe strong design is not decoration; it’s strategic communication that influences perception, builds trust, and creates measurable impact."
Creative
Capabilities.
Creative Thinking & Strategy
Brand & Visual Systems
Campaigns & Art Direction
Team Leadership
FEATURED PROJECTS
Global Awareness Campaign & Ignition Video
Client: RCRC - Noor Riyadh
Industry: Government (Arts & Culture)
Role: Creative Lead & Art Director
Scope: Creative Concept, Video Direction, Storyboard, OOH, Social Media
The Challenge
Noor Riyadh is one of the world's largest annual light art festivals, bringing together large scale installations across multiple locations throughout Riyadh.
The challenge was to create a launch campaign capable of attracting a highly diverse audience from local residents and international visitors to tourists, families, and art enthusiasts of all ages and cultural backgrounds.
Beyond awareness, the campaign needed to inspire audiences to actively explore multiple festival destinations, each offering a unique artistic experience.
Creative Concept
Illuminate Your Sense
Light is more than an object we observe. It is an invisible force that influences how we feel, move, connect, and remember. The campaign transformed light into a sensory experience.
Creative Direction
Light Years Apart
The visual narrative explored the symbolic journey between Earth and the stars, representing humanity's endless pursuit of creativity, aspiration, and discovery.
Visual Direction
The Spotlight
A single spotlight served as the central visual device throughout the campaign. Acting as a celestial thread between the sky and the earth.
Campaign Impact
Employee Experience & Internal Communications
Client: NEOM
Industry: Semi-Government (Arts & Culture)
Role: Creative Lead & Art Director
Scope: Creative Concept, Key Visual Design, Art Direction
The Challenge
Create a visual experience for World Kindness Day that aligns with NEOM's culture and values while fostering a sense of appreciation and connection among employees.
Creative Approach
Rather than treating kindness as a message, the objective was to transform it into a tangible experience through thoughtful visual communication and custom-designed employee materials. The visual language was inspired by NEOM's future-focused identity while maintaining a warm and human-centered tone.
Trusted By
Proud to have collaborated with leading government entities, agencies, and private sector brands.
Industries
Education &
Qualifications
University Degree
Bachelor of Art (Hons) in Creative Multimedia
Limkokwing University – Malaysia
Certificates & Courses
Diploma of English courses
Academic British Institute
Innovation in technology
Contributing to solving social dilemmas