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I have been working in the advertising, media and entertainment industry for the past 10 years and have helped more than 100 brands, organisations and individuals tell their story to their audiences. The industry however has been constantly changing and that change meant new means and new formats to tell stories. Stories were becoming more like conversations.

Over the past decade, I have taken upon myself to learn and utilise every communication format there is from advertising, social networks, event production, music production, to film. What I found common between all these disciplines is one thing: content is king.

Online channels have been growing vertically and horizontally in a rapid pace, which created demand for new formats. At the same time, technology has democratised the film production industry by making equipment accessible, effective and reliable. As a result, the supply for this demand came from the new age content creators - whom we call “youtubers” - and not from the large production houses, and furthermore, the success of these formats was in the power of the idea and not the production value.

Witnessing this evolution grew the desire in me to be one of its pioneers. In 2013 I pursued a Bachelors of Science in Entertainment Business from the prestigious Full Sail University in Florida, which is the best entertainment and media specialised university in the United States. I completed this degree with honors and a GPA of 3.8/4. In the same year, I created and launched a new comedy format “United Nations of Comedy” which is a comedy tour inspired by the Arab spring and mimics the workings of the United Nations in a comic context while pushing the boundaries of cultural acceptance and coexistence.

So, what are my next 10 years going to be about? Creating new formats.

Work History

Jun 2015Present

Founder, Managing Director

The Social Studio

Over the past decade, brands have migrated to the social channels. Today, presence is no longer sufficient. The Social Studio brings a team of passionate multimedia and social channels' enthusiasts to help brands create engaging and meaningful stories that connects them with communities and accelerate their business strategies.

Apr 2011Jun 2015

Studio.ADabisc Business Director,  Executive Producer

Adabisc Group

As part of the senior management of Adabisc Group, I fulfil two capacities within the organisation. A business development capacity through managing some of Adabisc's key projects on the group level, and an operational capacity as the head of all TV and film productions. 

Jan 2009Feb 2013

Co-founder, Entertainment Marketing  Director

Maestro Entertainment

I founded Maestro Entertainment with the Jordanian musician and composer Aziz Maraka. Maestro is an entertainment specialised agency that develops and produces live entertainment scalable concepts with a vision of  transforming alternative content to mainstream. 

Jun 2010Apr 2011

Project Manager

Behind the Scenes Eventology

Behind the Scenes was launched in Jordan in 2007 as the first Eventology company and now operating in Amman and Dubai. BTS is behind some of the most innovative events in the region, known for their exceptional work standard, comprehensive planning and precision execution. 

Jun 2009Jun 2010

Account Manager

The Online Project 

The Online Project has been recognised among the top 40 social media agencies to work with globally. As part of the core team at TOP, I was managing a portfolio of clients developing and supervising the implementation of their social media strategies.  

Aug 2006Jun 2009

Regional Account Manager

Aquamedia Marketing

Aquamedia was one of the largest advertising agencies in Jordan that was prominently working within the banking sector. At Aquamedia I had the opportunity to lead the account planning and management of the global account of Arab Bank and during that period we had strategised and executed the largest brand lift campaign which I personally managed in 8 regional countries with a budget exceeding $33 million. 


United Nations of Comedy, Comedy Tour | Creator, Creative Producer

Paris Saint Germain’s Qatar Winter Tour, Web Content | Executive Producer

Salam Stores Spring Summer Instagram Campaign, Web Content | Producer

Hamad International Airport Charlie Oryx Dril, Documentary | Executive Producer

ADabisc Group Walkthrough, Corporate Film | Producer

Vodafone Smart City, Corporate Film | Producer

Maersk Oil & Qatar Petroleum Challenge, Documentary | Producer

Maersk Oil & Hamad Bin Khalifa University Challenge, Documentary | Producer

One Second Campaign, TV Commercial | Producer

Audi & VW Qatar Launch, Corporate Film | Producer

World Rally Championship 2010 Jordan, Championship | Event Planner

Band Across Borders, Music Concert Tour | Executive Producer

Eye & Mermaid, Feature Film | Post Production Supervisor

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Jan 2013Feb 2015

Bachelors of Science - Entertainment Business

Full Sail University

Winter Park, Florida, United States of America