Chapter 1 | Egypt
My story begins in Egypt. My parents moved there 35 years ago for development aid, teaching people from the countryside how to cook, and opening up a restaurant for training. From the age of 3, I attended a Russian ballet school, and worked hard to become the best dancer I could. So hard that it got me a scholarship at a boarding school in the south of England.
Chapter 2 | sussex
Far away from home, I attended a boarding school in Sussex, with a strong focus on dance. Putting in hours of training daily to try and perfect the craft, all with the pay-off of standing on stage. However, I always found myself drawn towards the media department. I loved taking pictures, making videos and editing them. I could lose myself doing so, like a "runners high" but for editing. I decided that that kind of passion is something worth pursuing.
Chapter 3 | london
I achieved my BA (Hons.) in Motion Design at Ravensbourne University. During my time at university, I did a couple of freelance motion design jobs around London, including working on a couple of bits for the UEFA Champions League at Radiant Studios.
Then came Vidsy, a small 6 person start-up specialising in mobile video content.
When I first started at Vidsy, we were mainly creating film-maker content. This vastly shifted when we recognised the potential of motion design at scale. Coming up with scalable concepts that we could brief out was very rewarding. I got to take my motion design skills on a fast track from mediocre all the way to excellency in as little as a year. I developed the key operational system we used for working with multiple creators assets. I was also able to develop my people skills, mentoring new joiners and constantly innovating on our processes really gave me fire. I worked on ensuring the team had the best possible conditions to create their best work and leading them in a way that everyone could achieve their fullest potential. We eventually grew the company to over 80 people (Some based in NYC). I even got to fly over to New York to train up new employees. After 4 Years at Vidsy I decided it was time for me to bring my skills to a new market.
Chapter 4 | HAMBURG
I wanted to do more and I wanted to grow. I was more than happy to have received an offer to become an Art Director at a modern and innovative agency in Hamburg - La Red. Seeing the potential to create innovative motion graphics with a talented team. I also received a certification for Advance Expressions in After Effects from the School of Motion in August 2021.
In 2022 I was promoted to Senior Art Director, but I also received an incredible offer to be Content Production Lead at Wunderman Thompson Germany, where I'm currently helping the creative team become more efficient and creative. This includes optimising workflows and processes, researching new tools and software as well as providing technical and creative support and supervision.