First and foremost, I’m an artist. It’s the lens through which I understand the world and my place in it.
Professionally, I’m an award-winning Creative Director with over 15 years of experience across agencies and brands, working within global networks and in-house teams.
Born and raised in Casablanca, I approach creativity as something lived, not staged. I spent years living across very different places and cultures, and it left me feeling at home pretty much everywhere. Outside of advertising, I make music and explore art in all its forms, which shapes how I think about brands, culture, and expression.
I see creativity as a practice, not a trend. I’m drawn to work that puts humans before optics and substance before noise. AI is an exciting and powerful tool, but it can’t replace taste, perspective, or feeling. I aim to make work that reflects that belief and leaves room for authentic human connection.
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Recognition
2 Cannes Lions for Intel: Super Bowl Drones (1 Silvers, 1 Bronze)
3 Clio Awards for Intel: Super Bowl Drones (1 Gold, 1 Silver, 1 Bronze)
1 One Show Pencil for Intel: Super Bowl Drones (1 Silver)
2 Webby Awards for Intel: Super Bowl Drones (Best Event Activation, People Voice)
3 One Show Pencils for Intel: Drone Pioneers (2 Bronze, 1 Red Pencil - China)
1 Fast Company’s World Changing Ideas for Intel: Drone Pioneers
2 Webby Awards for Intel: Drone Pioneers
5 Cannes Lions for Skype: Stay Together (2 Silver 3 Bronze)
3 One Show Pencils for Skype: Stay Together (1 Gold 2 Bronze)
1 Brand Film Festival Winner for Ad Council: Because of You
1 FWA Site of the day for Stubhub: The Gift Rapper
One Show Jury Member - Branded Entertainment | March 2017
Young Ones Jury Member - 2020
Brands
New Era Caps (Agency: FCB NY Creative Director)
The Real Cost, U.S. Food and Drug Administration (Agency: FCB NY Creative Director)
The Gates Foundation (Agency: FCB NY Creative Director)
Gatorade, Pepsi Co (Agency: TBWA\CHIAT\DAY Freelance Creative Director)
Sephora (Agency: TBWA\CHIAT\DAY Freelance Creative Director)
Stanford (In-house: Freelance Creative Director / Consultant)
Realtor.com (In-house: Creative Director / Consultant)
Popeyes (Agency: GUT Agency – Associate Creative Director)
Philadelphia Cheese (Agency: GUT Agency – Associate Creative Director)
Instagram / Meta (Agency: GUT Agency – Associate Creative Director)
Five Drinks (Agency: GUT Agency – Associate Creative Director)
Dole (Agency: TBD Advertising – Art Director)
StubHub (Agency: TBD Advertising – Art Director)
Havaianas (Agency: TBD Advertising – Art Director)
Intel (In-house: Art Director)
AdCouncil // Bullying Prevention (Agency: TBD Advertising – Art Director)
Welcoming America // Immigration & Inclusivity (Agency: TBD Advertising – Art Director)
Skype (Agency: Pereira & O’Dell – Art Director)
P&G (Agency: Pereira & O’Dell – Art Director)
Hyatt Regency (Agency: Pereira & O’Dell – Art Director)
Mattel (Agency: Pereira & O’Dell – Art Director)
Bear Naked (Agency: Pereira & O’Dell – Art Director)
Purex (Agency: Pereira & O’Dell – Art Director)
1-800-Contacts (Agency: Pereira & O’Dell – Art Director)
Ignite // Women in Politics (Agency: Pereira & O’Dell – Art Director)
And more …