Selected work
Three flagships, and the range around them.
More work
Real work, lighter entries — some current, some archival concept and copywriting pieces from earlier years. Click through for the full picture on each.
Mawred HR
HR Tech · SaaS · Saudi Arabia
An AI-integrated HR and payroll platform for the Saudi market. Social content translating a genuinely technical product — attendance, payroll runs, employee requests, performance reviews — into content non-technical decision-makers actually engage with.
Respimar
Health & Wellness · Kuwait
A natural nasal-spray line for the Kuwaiti market — decongestant, cleaning and hydration, and pediatric formulas. Content built around one throughline, "safe for you, safe for them" (آمن عليك وعليهم), carried through ingredient education, lifestyle content, and pediatric-specific messaging.
EMAC
Real Estate & Interior Finishing · Saudi Arabia · Project-based
Social media production and management for EMAC — interior finishing and real estate services across Riyadh, Dammam, Jeddah, and Al-Ahsa. Content spanning material and color education, interior lifestyle content, and National Day-tied promotions.
Perfect Braces Academy
Dental Education · MENA · Project-based, agency
Social media planning and content calendar for a British-affiliated orthodontics training program for practicing dentists across the Arab world — course promotion, MORTH exam-prep milestones, and real graduate certifications used as social proof.
Mamsha Ahl Misr
Real Estate · Lifestyle · Cairo, Egypt
"ممشى أهل مصر" — a one-of-a-kind luxury lifestyle destination on the eastern bank of the Nile. Digital brand strategy and copywriting, developing the concept for how the destination introduces itself.
ADVIDA Compound
Real Estate Development · Cairo West, Egypt
SEO and digital brand strategy for a sustainable real estate developer's flagship 5-acre project in New Zayed, introduced by founder Ahmed El-Shennawy.
Ayla Kitchen
Campaign Creative & Copywriting · London, UK
Naming built on the Arabic word "Ayla" (family) — humanizing the brand around the feeling of being cared for. Full playful, pun-driven campaign built on top of it — "One Bite, Habibi!", "Falafel it up, Habibi!" — across product ads and social grids.
eLiver
Creative Concept · Dubai, UAE
A delivery brand concept built on the emotion of receiving a package, not the logistics behind it — "eLiver can deliver, even a dot." Name and logotype went through several rounds before landing on the dot-as-delivery-drop mark.
Seniors Hotel
Creative Scriptwriting & Direction · Egypt
Brochure and ad script for a residential-hotel concept blending care and luxury for the elderly, built around comfort and dignity in daily life. Ad creative script and on-set direction, both by Reem.
Egypt Retail Summit
Brand Copywriting, Website & Social · Nile Ritz, Egypt
Annual summit created by BiznEX Holding and retail experts, bringing key retail market players together to build relationships and share knowledge.
BiznEX Holding — TV Ad
Scriptwriting & Voiceover Direction
A TV campaign linking BiznEX's services to the universal entrepreneurial dream of an ongoing business — a promise of limitless guidance along the investment journey.
Everybear Agency
Concept & Naming · Cairo, Egypt
Naming and concept creation for an advertising agency built on outdoor-to-concept craft, active since 2006.
Cairo Dental Arch
Concept & Creative Writing · Cairo, Egypt · Proposed — not implemented
Concept creation for a dental exhibition — merging the architectural idea of a curved gateway with the dental term for an upper or lower denture, framing the event as a passageway for dentists. Agency-side proposal; not built.
Global Medical City
Branding & Concept · Abu Dhabi, UAE · Client: YAS Holding · Proposed — not implemented
Positioning a healthcare provider around comfort and trust, with a campaign concept built on a single human insight: the blink of relief when a patient wakes up feeling well. Agency-side proposal; not built.
Paytabs
Creative Campaign Concept · Cairo, Egypt · Proposed — not implemented
An easy-to-remember slogan for a Dubai-based payments brand entering the Egyptian market, closing the gap between the brand's language and its new audience. Agency-side proposal; not built.