creative direction & briefing.

shaped the brand's digital presence through a lifestyle-driven content strategy focused on community, culture and customer engagement.

• defined brand voice and communication guidelines
• developed partnership and collaboration strategies
• led content direction across social platforms
• positioned the brand as a premium café and business meeting destination

directed the creative look, tone and matchday templates that powered live tournament coverage across platforms.

• managed videographers, designers and the creative team for matchday output
• oversaw arabic and english copywriting across matchday graphics and captions
• approved final cuts under live tournament timelines
• maintained visual consistency across platforms and content formats

led creative direction and briefing across a portfolio of qatar hotels — shaping the visual language, shoot direction and content output for each property.

• wrote creative briefs for shoots, reels and seasonal campaigns across all three properties
• managed videographers, designers and the wider creative team on-property
• defined visual identity and content guidelines per hotel
• oversaw arabic and english copywriting across captions, on-screen text and campaign assets
• approved final creative under hotel and partner timelines

distinct creative direction per property while keeping a consistent quality bar.

scripted on-camera and social content for waldorf astoria doha desert falls — from property walkthroughs to dining features and seasonal campaigns.

• wrote scripts for reels, walkthroughs and campaign videos
• shaped tone of voice and narrative to match the property's brand
• worked directly with videographers and editors from brief to final cut
• aligned scripts with property, f&b and seasonal campaign goals

scripts that sound like the hotel, not a template.

scripted social and video content for qatar living vehicles — turning car listings, dealer features and seasonal pushes into watchable, shareable content.

• wrote scripts for reels, walkarounds and dealer-feature videos
• shaped tone of voice across new car launches, used listings and offers
• worked with videographers and editors from brief to final cut
• aligned scripts with sales pushes and seasonal automotive moments

scripts that move cars, not just views.

led creative direction and briefing for web summit qatar coverage across both editions — from speaker spotlights to on-ground storytelling.

• wrote creative briefs for shoots, public interviews and live coverage across both editions
• managed videographers, designers and the creative team under live event timelines
• shaped the visual look for speaker, stage and side-event content
• led arabic and english copywriting across captions, lower-thirds and campaign assets
• maintained creative consistency year-on-year while evolving the look for 2026

creative direction that scales across a multi-day, multi-stage tech summit.

led creative storytelling for lorenzo quinn's katana 'bridge of hope' — translating the sculpture's message into a cinematic social narrative.

• shaped the storytelling arc and creative direction for the video
• wrote the narrative script and on-screen messaging
• directed videographers and editors from concept to final cut
• aligned the creative with the artist's intent and the bridge of hope message

creative storytelling that honours the artwork and carries its message.