Creative Director
Cairo — Serving KSA & MENA
§ 01 — Positioning
Years across regional markets
I started out as a freelance graphic designer in 2007, collaborating with multiple agencies and building my craft across diverse creative environments. These are the agencies that shaped my professional journey.
2014 — 2017 · Egypt
TechnoWireless
Scaled the creative team from 2 to 16 specialists
Led launches for EgyptAir, Orange, and Emaar
Built integrated creative and digital workflows
2017 — 2020 · KSA
Digital Cloud
Led a 10-member multidisciplinary creative team
Delivered content for KSA Housing and Asir Rally
Oversaw social content direction and design ops
2020 — 2024 · KSA
Extend Saudi
Founded and led a 14+ person creative team
Delivered campaigns for MOC, ITHRA, and Formula E
Built full-service, Saudi-market-tailored workflows
2024 — Present · KSA
The Bold Group
Leading creative expansion across regional accounts
Established an AI unit for content & production
Directed Kinza, DZRT, VCM & the Asian U23 Cup
01 — Kingdom of Saudi Arabia
02 — Egypt / United Arab Emirates
A curated selection of brand platforms, campaigns, and creative work delivered across Saudi Arabia and the wider region.
01
Crafted and led the Ramadan campaign for one of Saudi Arabia's leading food-delivery platforms — concept: "The Neighbor Who Gets You."
Challenge
Standing out in a crowded Ramadan media landscape while building emotional resonance with a highly local audience.
Solution
An authentic Saudi persona — the relatable neighbor — with storytelling reflecting daily Ramadan moments, deployed across digital for real-time cultural relevance.
02
Led the creative launch of Kinza's new Wild Berry flavor across digital platforms in Saudi Arabia — a full set of digital assets plus a hero film.
Challenge
Encourage audiences to buy and try a completely new flavor — one they've never tasted or even imagined.
Solution
We leaned into human curiosity — a father-and-son story built on the insight that "you can't describe the unknown — you have to taste it," sparking trial and conversation.
03
A competitive pitch that reframed a youth tournament as a defining cultural moment — campaign title: "Asia, It's Our Game."
The Idea
This generation doesn't "just play." The core platform — "A Generation That Doesn't Play" — a deliberate double meaning: not playing for fun, but playing for something bigger.
The Outcome
Positioned Saudi Arabia at the heart of Asia's football story — not as a host, but as a stage where the future of the game is born.
04
Led the creative direction for Formula E's Diriyah season — bridging on-ground energy with digital storytelling across a real-time team.
Challenge
The fast-paced nature of the event made it difficult to produce high-quality, culturally relevant content in real time.
Solution
An agile workflow with pre-prepared editable assets and an on-ground creative team ensured instant, high-quality publishing with full brand consistency.
05
Led a 360° launch for Chery's new-generation vehicles in Saudi Arabia — built to challenge outdated perceptions of Chinese cars.
Challenge
Chinese cars were often seen as low-quality or unreliable, making it hard to earn consumer trust.
Solution
A bold creative direction showcasing design, performance, and innovation — a cinematic launch film, social storytelling, influencer activations, and localized visuals.
06
Redesigned the federation's full identity — the logo and the entire brand system.
Challenge
To develop a modern, versatile identity reflecting both the federation's national pride and the dynamic spirit of motorsports.
Solution
A bold visual system rooted in Saudi symbolism with a contemporary approach — a full branding booklet of logo, colors, and guidelines. Officially in use since 2019.
Cairo — Serving KSA & MENA · amirgfx.com
Watch the full showreel or browse the complete project archive on Behance.