ABOUT ME​

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I’m a media, content and production leader with 20+ years’ experience delivering standout work for global brands, broadcasters, and major events. From fast-turnaround news coverage to high-end brand films and immersive experiences, I love helping stories come to life in ways that resonate - and deliver results.

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My career began in television in London, with early stints at MTV and the BBC, before producing for broadcasters like ITV, Channel 4, CBS, NBC, and MBC - the Middle East’s largest network. I’ve covered everything from the Grammys and BAFTAs to the Cannes Film Festival and Olympic Games, and have interviewed Hollywood icons, world leaders, royals, and sports legends along the way.

 

In 2011, I founded my production company, 208, to help brands and agencies create powerful content across platforms and borders. Work has included content for Red Bull, Fendi, Manchester United, Google, Uber, Ralph Lauren, NEOM, The Olympic Channel, and more.

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I was headhunted to manage international productions at Jaunt XR - the pioneering VR company backed by Disney and Sky — where I oversaw immersive campaigns across Europe, Africa, India, and the Middle East.  Award-winning projects included the Olympic Channel series "Trending Gold” (VR/360 - Winner VR Expo 2018) and Land Rover BAR series "Above & Beyond" (VR/360 - Winner Campaign Tech Awards 2018).

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In recent years, I’ve been spending more time working in Saudi Arabia and the Gulf, building deep production networks and supporting regional agencies, brands and government initiatives with everything from creative strategy to on-the-ground execution.

 

In addition to producing, I moderate panels, MC events, and speak at industry gatherings - bringing energy, clarity and an insider’s perspective on content, culture and audience engagement.

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I’m bilingual in English and Arabic, and currently split my time between London, Riyadh and Dubai.

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Whether you need production support, a creative lead or strategic input - I’m always open to interesting opportunities and collaborations. Get in touch if you'd like to work with me.

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