Working across fintech, banking and entertainment in MENA — building brand systems, campaigns and the creative infrastructure that holds them together at scale.
Every brand has a language. Most are just waiting for someone to write it down.
Creative consultant to Visa's banking partners across the region — running workshops that build in-house creative capability, and leading generative-AI initiatives that turned a fragmented partner-creative process into a fast, repeatable one.
Read the case →A premium creative system for Energy Week, built once and localised across five regions — Latin America, Asia Pacific, North America, Europe and MENA — carried into communications in 90+ countries.
Read the case →Defined Tabby's motion language — timing, easing, transitions and a reusable animated-asset library — then directed its application across launches, partnerships and always-on social as the brand grew from 4M to 14M+ users.
Read the case →Loads only when you press play.
Riyadh-based, working across MENA. Brand systems, creative direction and AI-led production.
s.raafat.s@gmail.com
