I'm an Abu Dhabi-based multidisciplinary designer with 15 years of experience, specializing in visual, motion, and human-centric digital product design.

I began my career playing with the cameras at my dad’s photo studio. I believe these are the roots of my multidisciplinary approach. Then I got "promoted" to helping on set, and later to retouching the photos.

I began my actual career as an art director, building a foundation in branding and advertising before diving into digital product design and service innovation.

I've worked at global agencies such as Saatchi & Saatchi, McCann, and Grey, art directing film and photography productions for global and regional brand campaigns, brand identity projects, and collaborating with clients like Google, Coca-Cola, Vodafone, Netflix, Nike, IKEA, and L’Oréal. I've also worked with artists to create their exhibitions and artworks.

I also built my own video production company to focus on art house cinema, bringing one of my dreams to life. Sadly {and to no one’s surprise} it didn’t turn out to be a financially viable one.

In recent years, I’ve focused more on digital product design and strategy, taking on leadership roles in several GCC-based companies. I’ve had the chance to guide the creative vision, shape product design, and develop design language systems, all while collaborating with cross-functional teams to deliver cohesive brand experiences.

I consider myself a maker. I love exploring materials, how they work, how they blend together, where their limits are. That curiosity drives much of what I do, from the physical to the digital.