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. For 18+ years, I've helped brands including Etisalat, ADCB, RTA, BMW and Cadillac find the words, stories and cultural truths that connect with their audiences.
My craft is writing. My responsibility reaches beyond the page: developing concepts, shaping brand voices, directing writers and designers, and helping carry ideas through production. I lead a team of two Arabic writers and two designers, bringing the same attention to the thinking behind the work as to its final expression.
Eight years on Etisalat at BBDO taught me how to build a brand's voice across campaigns and over time. My work on ADCB Islamic took me through nine months of creative development, from brainstorming and Arabic scripts to production briefings, recording sessions and the shoot.
I also explore AI filmmaking and character development through personal projects, finding new ways to bring a story to life.
I believe the strongest Arabic work makes people feel it was created for them. Because it was.
Arabian roots. Global routes.