15 years. 3 industries. 5 continents. I help brands find their voice and make it impossible to ignore — from global campaign strategy to the last pixel on screen.

Over the course of my career, I've worked across automotive, consumer electronics, and live events — collaborating with some of the world's most respected brands and agencies on everything from global campaign strategy to brand identity, film production to large-scale live experiences. That journey has taken me across continents and given me a real understanding of how different markets think, feel, and respond to creative work.

I speak English, French, and Arabic, with working knowledge of Italian.

Areas of expertise

Creative direction, art direction, and design across 3 core practices:

  • Branding and visual communication

  • Brand live experience and events

  • Photography and film production — both CGI and live-action.

Recognition

  • iF Award 2026 — Branding & Communication Design, AVATR Vision Xpectra Global Launch Campaign

  • Red Dot Award 2023 — Infinix Custom Font, new brand identity refresh

  • Transform Asia Awards 2023 — Best Strategic & Creative Development / Best Brand Evolution / Best Visual Identity / Best Use of Typography

  • Asia Telecommunications Awards 2022 — Marketing & Brand Initiative of the Year, China — Infinix ZERO X PRO launch in partnership with the Royal Greenwich Observatory, London

Career

I began in Morocco at Horslimite, an event agency where I cut my teeth producing corporate, large-scale music festivals and sports events. From there, I went freelance, working across Europe, the UAE, and China — which eventually led me to Beijing in 2013, then Shanghai.

I spent eight years in Shanghai, working across agencies and in-house teams. At Motionone Communications, I led brand experience design for Ferrari, Maserati, Jaguar Land Rover, and Bréguet. At Avantgarde, I managed the Porsche account. At NIO I joined the Global Brand Design team as Creative Lead, directing the global launches of NIO's first three vehicles, its charging ecosystem, and Formula E — spanning design systems, product marketing, events, and interior design.

In 2020 I joined Transsion's Infinix Mobility as Global Brand Creative Director, leading the HQ creative and marketing design centre. I oversaw the full scope of global visual output — digital and print, photography, film, and brand identity — while managing external studios, mentoring in-house designers, and representing the brand at product launches.

After Shanghai, I returned to Europe as a creative consultant, working with Auditoire in Paris, Balich Wonder Studio in Milan, and Motionone Communications on concept development and design for global campaigns.

I currently serve as Head of Design Communication & Context at the AVATR Design Center in Munich.

Reach

Five continents. Clients and collaborators across China, South Korea, UAE, Saudi Arabia, Russia, Pakistan, India, Indonesia, Malaysia, Thailand, Morocco, Nigeria, Egypt, Kenya, France, Italy, Germany, the UK, the USA, Brazil, Colombia, and Australia.