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>>Our Culture
Driven by human Thinkingand powered by AI
>>Different makes a [ DIFFERENCE ]
We're Human on Purpose.
In a world obsessed with optimization,
we still believe in goosebumps.
In awkward laughs.
In ideas that hit a nerve before they hit a KPI.
Yes, we use AI.
But we don't worship it.
It's our sidekick - not our personality.
We chase the weird.
We celebrate the brave.
We trust the gut, the glitch, the spark,
the "wait... what if?"
Because great work doesn't
come from playing safe.
It comes from being unapologetically,
irrationally, wonderfully human.
Different isn't a tagline here.
It's our operating system.
>>Our Values
// Mindset
We take ownership, act with purpose, and see every challenge as a chance to build something better. No "that's not my job" energy here.
// Human-first
We lead with empathy, listen, include, and collaborate because when people feel seen and heard, powerful things happen. Also, we're not jerks.
// Innovation
We lead with innovation, creating original work through the latest technologies. But we never use tech for tech's sake—only when it makes the work better.
// Integrity
We show up authentically—honest, open, and respectful. No politics, no BS, just real talk and real work.
// Curiosity
We look closer, think wider, and stay open to the unexpected. "Why?" is our favorite word.
>>Our Board Members
Ali Al Gebely
Chairman
Ali Al Gebely
Chairman
Hamad Al Mulla
Vice Chairman
Hamad Al Mulla
Vice Chairman
Ahmad Ayyoub
Board Member
Ahmad Ayyoub
Board Member
Moustafa Rashad
Board Member
Moustafa Rashad
Board Member
>>Our Leadership Team // UAE
Ahmed El Sherbini
CEO
Ahmed El Sherbini
CEO
Tiago Bastos
Creative Director
Tiago Bastos
Creative Director
Kartik Aiyar
Creative Director
Kartik Aiyar
Creative Director
Anastasia Younes
Strategy Director
Anastasia Younes
Strategy Director
Rahul Datta
Media Director
Rahul Datta
Media Director
>>Our Team // Cairo
Mahmoud Ramadan
Creative Director Egypt
Mahmoud Ramadan
Creative Director Egypt
Amena Moustafa
Associate Client partnerships Director
Amena Moustafa
Associate Client partnerships Director
Menna El Bakry
Social Media Account Director
Menna El Bakry
Social Media Account Director
Dina Bahgat
Creative Experience Manager
Dina Bahgat
Creative Experience Manager
