Story-first creative obsessed with making audiences feel something - whether through a TVC, a tagline, or a plot twist!

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I’m a conceptual thinker above all, which is a fancy way of saying I spend a lot of time trying to make people feel things on purpose.

My work usually starts with a story: a human truth, a weird tension, a line that sounds like something someone would actually say or a tiny emotional crack I can turn into a campaign. I write across concepts, scripts, social, OOH, taglines, bilingual adaptations and whatever else needs words before someone says, “Can we make it punchier?”

Working between English and Arabic has made me slightly obsessed with nuance. I don’t believe in copy that feels translated. I believe in copy that feels like it was born in that language with the right rhythm, attitude and cultural instinct.

I’m drawn to ideas that travel: from a billboard to a caption, from a TVC to a group chat, from a brief to a line someone repeats before realizing they’ve been advertised to. That’s the dream. Ethical manipulation (but make it charming).

Somewhere along the way, I also became obsessed with plot twists, emotional storytelling and making headlines sound effortless after a deeply un-effortless process.

I’m a Gemini, so naturally I contain multiple tones of voice. Convenient for copywriting. Slightly less convenient in meetings.