In a world where creativity and innovation are constantly evolving, Nayaab Rais, Executive Creative Director at FP7McCann, stands out as a trailblazer. With a career shaped by a blend of resilience, passion, and an unyielding pursuit of excellence, Nayaab's journey has been far from typical.
In this exclusive interview, she shares the challenges she's overcome, from battling imposter syndrome to breaking stereotypes as a female creative and offers invaluable insights into the future of the industry, the power of collaboration, and the importance of diversity. Join us as we explore the mind behind some of the boldest ideas in advertising today.
Tell us a bit about your role! Is there a “typical” day?
There’s no typical day, and I love it that way. Having a job that’s constantly engaging is ideal. The role changes constantly - from dreaming up bold ideas with my team and client partners to turning those ideas into reality.
What was the biggest challenge in getting to your current position?
Shaking off self-doubt and kicking imposter syndrome to the curb were internal challenges. Externally, I have dealt with stereotypes - being one of the few female creatives when I started out and a hijabi one today.
The good news? Focusing on great work, working with the right people, and keeping your wits about you can help fight both internal and external challenges.
What is your personal background and what role did it play in your career?
Most of my family comes from this industry, so I grew up appreciating my uncles' and cousins' lateral thinking and copywriting.
While I spent most of my youth trying to run away from advertising, I realized that creativity always filled my bucket - from making posters for my school choir (yes, I can still carry a tune) to crafting jewellery out of solder wire in engineering labs. So, when I landed my first ad gig at 19, it actually felt like coming home.
Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?
Anyone and everyone—curiosity about how people think and what they feel is a constant source of inspiration for me. As for heroes in the industry, aside from the great bosses I've been lucky to have, my creative partner, Josephine Younes, tops the list.
None of my journey would be possible without her. While she's currently occupied with a more exciting 3-week-old project (her baby), I can’t wait to steer the ship together with her and continue our journey.
What advice would you give to your younger self?
Don’t take what people say about you personally. Your work will always speak louder than any negative voice in the room. And stop stressing over perfection - it’s boring. Great ideas are messy and fun. Also, get some sleep, because you’re going to need it later on.
If you weren’t in your current industry, what would you be doing?
Well, I’m a seasoned armchair psychologist starting with my first 'client' at the age of 6 when I diagnosed them as 'being sad.'
On a more serious note, psychology would be a great alternative industry for me as I have my master’s in psychology and have always been fascinated by the human mind. But for now, cracking consumer minds will have to do.
What’s your one big dream for the future of the industry?
My dream is for the industry to embrace diversity, equity and inclusion—not as a checkbox, but as a way of life. In a world where AI is taking over, our diversity, empathy, and emotional intelligence will be the true differentiators for the business.
What are your top tips for aspiring creative professionals?
Coming up with ideas is one thing, but you have to learn how to sell them. The best concept in the world won’t go anywhere if you can’t convince someone to buy into it.
What are your top tips for other creative leaders?
Give your team space to grow, make mistakes, and most importantly, find their own strengths and unique voice—not just copy your taste and style.
Guide them along their own journey; great creative leadership is about knowing when to step in and when to step back. And don’t forget to remind them to take breaks—burnout kills creativity faster than a bad brief.
When you think about your team, what is the thing that matters to you the most?
Collaboration. I trust my team to bring their best ideas to the table because no one is afraid to speak up, and everyone feels like they’re part of something bigger than themselves. It’s not about egos—it’s about the work and the impact we create together as equals.
How do you approach collaboration with other creatives or teams and what do you believe makes for successful partnerships?
The best ideas don’t care who came up with them first. Creativity is a team sport, and I always say, leave your ego at the door. Successful partnerships are built on mutual respect and the understanding that we’re all here for the same goal—to create something great together. Bonus points if you can have fun while doing it.
What industry trends do you foresee taking hold in the coming months?
AI and sustainability are current buzzwords and for the right reasons as they are increasingly becoming a core part of how brands and businesses operate — as long as they are implemented responsibly to create the right kind of impact, and not just to serve the bottom line.
What do you think sets apart truly exceptional creatives from the rest of the pack?
They’re the ones who can see beyond the brief. They don’t just answer the question that was asked - they answer the question that should have been asked.
They’re relentlessly curious and never settle for good when great is still on the table.
How do you think technology has influenced the creative industries and how have you adapted to these changes?
Accessibility to technology has become easier. It has created new possibilities that 19-year-old Nayaab could only dream of. We’d be foolish to think of it as anything more than a tool to tell the same unique, human stories we’ve always told—just to slightly more distracted audiences.
How do you prioritise self-care and maintain a healthy work-life balance?
Practicing a little self-compassion and getting back into self-care routines whenever possible has helped a lot. Support systems matter too. Having a caring, supportive life partner/spouse and friends circle, along with a great group of creatives I can trust completely, makes all the difference when the balance is at risk due to personal or work-related crises.
How do you handle creative blocks or burnout?
I give myself permission to take a break and do something completely different - like praying, reading a book, listening to Cat Stevens or Pearl Jam, or watching an episode of Love is Blind (I’m complicated).
Do you have any websites, books or resources you would recommend?
Resources for advertising are plentiful and widely available. I would simply recommend consuming everything around you.
Creativity is about connecting dots that no one else sees. The more you read, experience, and explore—even if it’s on Instagram—the more dots you have to play with.
