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About me

I'm a bilingual Arabic-English Creative Director and Content Strategist. Nearly 20 years across MENA, agency-side and brand-side — R/GA, Publicis, Ogilvy, BBDO, DDB.
Most brands entering this region get translated. Very few get written. I write Arabic that reads like it was commissioned in Arabic — Modern Standard, Classical, and Gulf, Egyptian and Saudi dialects — and English that doesn't read like someone was thinking in another language while writing it.
That range is the point. Knowing when a campaign needs MSA and when it needs Saudi colloquial, when to transcreate and when to start from a blank page — that's a strategic call before it's a writing one.
Currently leading Arabic transcreation and localization for SharkNinja Middle East across UAE and Saudi markets. Comfortable leading a pitch, shaping a content strategy, or writing the line myself.

Specialties:
- Arabic-English transcreation and localisation
- Brand voice development, in both languages
- Content strategy and through-the-line campaigns
- ATL, BTL, digital and activation
- UX/UI writing and naming
- Concept development and pitch presentations
- Regional cultural adaptation

Details

AvailabilityLooking for work

ContractFreelance, Remote

LocationDüsseldorf: United Arab Emirates

Working locationsAbu Dhabi: United Arab Emirates, London: United Kingdom, California

Skill LevelJunior, Middleweight, Senior, Director

LanguagesArabic & English

Tagged Job TitlesCreative Director, Copywriter, Digital Strategists

Ranking

#409 Ranked Creative Director

Recommendations

Currently No Recommendations

Skills

Advertising, Content Management, Copywriting, Creative Direction, Digital Strategy

Sector Experience

Advertising, Automotive, Banking, FMCG, Healthcare, Hospitality, Pharmaceutical, Technology, Telecoms, Travel & Leisure

Clients

Al Jazeera, Bloomingdales, Burger King, Coca-Cola, Emirates Airlines, Ford, Google, HSBC, Huawei, Mercedes Benz, Nespresso, Nestlé, PepsiCo, Philips, Red Bull GmbH, Visa, Warner Bros. Entertainment Group of Companies

Awards

Dubai Lynx - Winner, Loeries - Craft

CV / Resume

Mohamed's CV/Resume

Activity

Connections15 Followers16 Following109

Likes10

Creativepool member since 22 November 2023

Work
Articles
Achievements
Activity

Mohamed's work

Shirley & Fatima- Honoring the spirit of Ramadan

BLOOMINGDALE’S BEAUTY CAMPAIGN

Al Jazeera

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