The Blog

Start With What You Can't Not Do

July 1, 2025

Every story starts somewhere. Mine did in Beirut — a lively city that pulses with contradiction and creativity — and with a restless instinct that kept pulling me toward meaning, even when the path wasn’t clear.

I’ve moved between worlds: from corporate campaigns to grassroots projects, from NGO strategy sessions to nights spent writing film scripts. I’ve worked as a digital media strategist, brand consultant, filmmaker, and content producer. Along the way, I’ve helped brands articulate what they stand for and crafted narratives that do more than sell — they resonate, they build trust, and they last.

This website is a home for that kind of work.

It’s where strategy meets story. Where brands find clarity. And where I share not just the outcomes — but the thought behind them. The questions I ask. The tension between intuition and precision. The belief that creativity is not decoration; it’s direction.

Whether you're here looking for someone to help you sharpen your brand, craft a compelling message, or build content that connects — this is the place. And if you’re simply curious about how ideas take shape, how a story becomes a strategy, or how personal politics can live inside a professional framework, I hope you find something here that stays with you.

This is only the beginning.

Let’s see where it goes.