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Work Background
PrivileeArt Director
Mar. 2021Dubai, United Arab Emirates- Leading a team of 4 in-house creatives as well as directing external freelancer photographers and videographers. - Increased photoshoot capacity by 50%, negotiated increased post-production deliverables and realigned deliverable quality to enhance partnership launch photoshoots, to promote Privilee's portfolio growth. - Developed launch of new Privilee categories for Golf and Padel contributing to annual Member retention. - Established Privilee 'Summer Dreamers' campaign, Privilee's first full developed brand campaign to promote summer Membership sales. - Developed segmented story telling strategy across; Singles, Couples and Families which presented an elevated visual style that promoted the luxurious wellness essence of Privilee - Unique and purposeful content creation partnering with; W Dubai, The Westin Dubai and InterContinental Marina - Campaign success metrics: - 12% increase in sales from the previous year. - 58% of sales from new customers - 6% growth in Instagram followers - Privilee's 'Choose Summer' campaign focussed on a user centric approach and key messages. - New customer segments were defined across Beach, Families and Fitness and more expansive approach for content creation with storylines captured at the UAE's top destinations; InterContinental and Waldorf Ras Al Khaimah, Warehouse Gym and Fit Republik to highlight product value. - Key messages were blended with engaging typography to drive action from the viewer. - Campaign success metrics: - 8.3% increase in daily sales. - Website CR% increased 2.18 -> 2.60 with more qualified traffic. - Lead the implementation of a Creative Bridge between Creative - Production - Engineering to enhance cross team collaboration to support key projects: - Privilee Insider - Redesigned Privilee's blog with the purpose to become an industry leading platform in the wellness space, which involved multiple rounds of R&D, design system, enhanced user journey and new DatoCMS implementation.
OunassLead Art Director - Ounass / Nisnass / Al Tayer Insignia
May. 2018 - Mar. 2021Dubai, United Arab Emirates- Led a team of 9 in-house creatives, freelance photographers, retouchers, makeup artists and stylists. - Directed the conceptualisation and execution of integrated marketing campaigns for luxury brand launches and feature including; Gucci, Alexander McQueen, Kenzo, Off-white, Adidas and Nike. - Owned the end to end production capabilities of Nisnass, establishing a fully independent business unit from the retail side of Al Tayer Group. Realigned the editorial content production to better benefit Nisnass as a stand-alone digital brand, increased monthly content output by 100% and decreasing costs by 500%. - Implemented the merger of two Creative Teams - Creatively lead; Mens, Womens, Kids, Jewellery, Beauty and Home Accessories where I then realigned relations with category managers to increase cross team collaboration and production and budget efficiency maximising set builds and shoot locations across category. - Established Ounass's Digital Beauty Lounge - Successfully scaled editorial production - Forecasted a strategic budget to fulfil photoshoot production expectations and brand launches. - Conceptualised the MENA region's first inclusive underwear campaign 'Ounass x SKIMS', blending innovative image making to adhere to cultural sensitivities, as well as managing high expectations from Kim Kardashian's global brand. - Established the #nisnasscrew campaign, a scaled video first approach featuring regional influencers with targeted brand messaging in English and Arabic. Featured in a Snapchat Case Study due to the 2.8x effectiveness in app installs and +40% profitability in overall ROI. - Developed a co-branded popup, ‘Nisnass x Still Good’ for the region’s biggest Street Culture Festival ‘Sole DXB’. - Directed 'Enchanting Moments' an elevated Ramadan campaign focussed on targeting Gen-z consumers in the MENA region resulting in 400k+ Youtube views and Snapchat AR Lens with a reach of 2.5M.
Boohoo Group PLCSenior Creative
Jun. 2017 - Apr. 2018ManchesterAs Senior Creative I successfully: - Consistently improved the UX journey of customers with striving to ever develop new site features, engaging content, landing pages, interactive microsites, social media stories and video implementation. - Pushed the capabilities of the development team to build more interesting content experiences. - Ensured the growing demand for HTML, mobile first and responsive emails was always met. - Developed a strong team with a creative structure which supported boohoo’s continued global ambitions. Progressing my peers and junior teams abilities to develop them into the strongest creatives possible. - Lead creative for boohoo’s first major multi-platform collaboration with international pop star Charli XCX. - Successfully developed creative boohooUSA’s Miami Pop-up Store - Lead creative for ‘The Zendaya Edit’, developing the launch landing page and email campaign. - Increased on-site consumer engagement through boohoo’s first digital advent calendar. - Produced boohoo’s brand guidelines, ensuring holistic consistency. - Developed a Black Friday campaign with a disruptive Art Direction, global site take over and video production.
Boohoo Group PLCMidweight Creative
Mar. 2015 - Jun. 2017Manchester, United KingdomPushing the creative capabilities of the boohoo brand on a daily basis. Developing innovative and effective marketing campaigns, supporting graphics, homepage splash design, landing page visualisation, HTML mailers, social media artwork and monthly digital magazines. Advancing my print layout skills through production of fashion-focussed magazines, press invites, press event graphics, new season lookbooks and internal communications. Developing new ways to push the brands boundaries through use of video and digital animation. Currently experimenting with virtual walkthroughs and projection mapped environments. Supporting the junior team in their continued development, responsible for providing feedback on their projects and managing the approval process.
Jazz PublishingJunior Graphic Designer
Nov. 2013 - Feb. 2015chester, united kingdomProduced the creative identities, advertisement, branding, video, animation and stage production graphics for a variety of events and publications. Design focused around Tattoo Art and festivals, from family events through to fashion and bespoke entertainment. Within events department I experienced my design developing from an idea through too consumer reaction through working at events across the UK. Responsible for the creative identities of: - The Great British Tattoo Show - Manchester International Tattoo Show - Tattoo Jam - Tattoo Freeze - Camper Mart - Camper Jam - The Northern Design Awards Further design production for: Big Tattoo Planet, Skin Shots Magazine, Skin Deep Magazine, Tattoo Master Magazine, VW Camper & Commercial Magazine and VW Bus Magazine. www.jazzevents.co.uk www.jazzpublication.co.uk
Red Fred CreativeJunior Freelance Designer
Jul. 2013 - Oct. 2013CheshireWorking on a variety of projects from print, web graphics, illustration, branding, layout, content management and brochure design. Working on projects between the UK and Melbourne studio.
Red FredJunior Graphic Designer - Placement
May. 2012 - Jun. 2012Nantwich, Cheshire5 week placement completed during my undergraduate study.
ScreenagerScreenager (Freelance)
Sep. 2011Manchester, United KingdomWorking on my personal creative projects and freelance work. Experimenting with new technologies as much as I can, most recently none code/real time projection mapping software and animation software.
Minute Man PressJunior Designer
Jan. 2010 - Apr. 2012Worked voluntarily throughout my A-Level and University Undergraduate study, developing my skills and craft in a professional customer environment.
Quayside Creative LtdDesign Placement
Mar. 2007 - Mar. 2007Initial design placement during my GCSE education at school.
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