About me

Born and raised in Beirut, Lebanon, I am the product of a civil war, French colonialism and a witness to the third largest explosion in the world's history.

I fell into advertising, after receiving a Master's degree in Translation, Languages and Linguistics from the Holy Spirit University (USEK) in Lebanon.

With over 18 years working as a creative in Dubai, I have enjoyed creating impactful campaigns for a diverse portfolio of brands like Google, Emirates, Mars, KFC, Sadia, Johnson's, Pepsi CO, Amazon, Essity.

Coming from a literary background, I take a particular interest in observing the power of words, and the impact of language on culture and behavior and how it evolves with the different cultures.

As a women in advertising, part of my passion projects focuses on representing women in male dominated societies, particularly in the Middle East and North Africa. And the second part focuses on helping Lebanese NGO's fill in for the lack of a real government in Lebanon.

My most famous work includes TENA's Despair no More, a campaign that reframed menopause for Arab women, from an age of despair to an age of renewal, 28 Too Many's "Mutilated Words" and "Zero Tolerance Ribbon", which helped escalate the fight against the inhumane practice of female genital mutilation in Egypt, The Waste Management Coalition's "Toxic Flag", a campaign that made the Lebanese government reconsider its decision of setting up toxic incinerators in Lebanon as a solution for waste, Law 3andak Dam's "Every Drop Counts", a blood donation campaign that helped grow an online platform that matches blood donors with blood recipients in Egypt, Fiftyfify's "Close the Gap", a campaign that uses natural gaps in the Arabic language to raise awareness around the gender pay gap in Lebanon, "Violence Cover", a collaboration Audio project with Anghami, the region's leading music platform, to raise awareness about the Internal Security Forces' helpline, for cases of domestic violence in Lebanon. They were all recognized at regional and international award shows like the D&AD, the One Show, Cannes Lions, Clio, LIA, Loeries, Dubai Lynx and EFFIES amongst other.

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Sarah's work

Despair No More - TENA

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