About me

Arabic is where I start thinking, not where I finish translating.

I'm Khaled Amayri, an Arabic Creative Lead and Senior Arabic Copywriter based in Dubai and a UAE Golden Visa holder. For 18+ years, I've created Arabic-first campaigns, scripts, brand voices and transcreation for Etisalat, RTA, ADCB, BMW, Cadillac, Pepsi, KFC and other regional and global brands.

I work at associate creative director level, leading concepts from brief to delivery and directing two Arabic writers and two designers. My role spans strategic thinking, original Arabic copy, cultural judgment, production briefings, recording sessions and shoots.

Eight years on Etisalat at Impact BBDO taught me how to build a consistent Arabic brand voice across long-term campaigns. My ADCB Islamic work involved nine months of development across the proposition, tagline, scripts, brand voice and production. Selected work includes the award-recognised Etisalat Father's Day film and Arabic-first campaigns across banking, government, automotive, telecoms and FMCG.

I also explore AI-assisted filmmaking and character systems through Figma Weave, Google Flow and Kling. The tools accelerate the process. The creative judgment stays human.

Arabian roots. Global routes.

Work
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Khaled's work

MOIAT | A Journey Through Innovation

AI Creative Lab | Urban Memory and Directed Worlds

Selected Arabic Campaigns | UAE and GCC

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