I led the creative direction and spatial design for Beity Beitkum (“My Home Is Your Home”) with Nike, a cultural dinner experience rooted in hospitality and shared ritual.

The project translated ideas of welcome and intimacy into a physical environment shaped by pacing, layout, and material choices. Rather than a traditional brand activation, the space centered guests around presence, conversation, and calm. The brand lived quietly within the experience, using restraint and spatial storytelling to create something personal and culturally grounded.

The launch issue of DAZED MENA established the magazine’s visual foundation through typography, layout systems, and image sequencing. It set the creative direction for the region, positioning DAZED’s global identity within a Middle Eastern context. A flexible design framework was created to shape subsequent issues and define the publication’s editorial presence with clarity, experimentation, and cultural resonance

DAZED MENA’s first full issue introduced a refined visual identity built on modular grids, typography, and image curation. The design balanced experimentation with editorial discipline, producing a contemporary language for storytelling. This issue positioned DAZED MENA as a cultural platform bridging regional perspectives with global aesthetics, expanding on the foundation of the launch issue while establishing continuity and distinct editorial presence.

The DAZED100 Abu Dhabi directory highlighted emerging talent across the Middle East, blending editorial profiles with a strong design identity. Typography, layout, and sequencing created a publication that functioned both as a cultural archive and a forward-looking map of creativity. The project reinforced DAZED MENA’s role in championing regional voices while situating the platform within global conversations about innovation and cultural production.

A special zine created in collaboration with Khajistan for DAZED MENA’s launch issue. The project explored South Asian visual archives through experimental design, typography, and sequencing, presenting a layered narrative between memory and contemporary culture. By integrating archival imagery with editorial design, the zine introduced a distinctive voice within the issue, reflecting DAZED’s commitment to regional perspectives and global resonance.

Creative direction for a DAZED MENA feature with Nouf Al Anzi, captain of the UAE Women’s National Team. The campaign introduced Adidas’ Predator boot, framing women’s football as cultural storytelling through photography, design, and editorial identity.

Spatial design for an H&M Dubai Mall campaign, transforming retail into cultural activation. A modular DJ booth and experiential environment connected fashion with music and community, expanding brand presence through immersive design.

Concept and creative direction for Nike’s Women’s Africa Cup of Nations campaign. The proposal amplified female athletes’ stories, blending sport with culture, ritual, and community through editorial storytelling and visual framing.

Creative direction for Jordan Brand’s AFCON activation during Paris Fashion Week with Maison Château Rouge. The project merged football, diaspora identity, and streetwear aesthetics, celebrating cultural pride and global youth energy.

Independent art project reinterpreting Afghan war rug motifs into symbols of peace and transformation. The work explores memory, identity, and cultural resilience through contemporary design and storytelling.