• Up Close and Personal
Arab Ad October 2009 Issue

What kind of fuel do you feed your brain to get that creative spark? Diesel – the brand - but that’s just me using some wit with my answer :) Traveling plays an important role, as well as partying all weekend and mixing with people. My obsession with astrology, the galaxy as well as politics and religion, is another side of me that people aren’t aware of much, and they each contribute to “flaming ideas.” I love reading novels as well and browsing the internet; you never know what you might stumble upon online or discover. I make the most out of technology, but sketching on paper is a must, and helps put foggy ideas into perspective.

What keeps you going? Partying every weekend; music and clubbing with friends is part of who I am. If I miss out on a weekend, I tend to feel lazy and uninspired all week long. I also enjoy dining out with family and friends and going to the movies – I’m a big fan of Quentin Tarantino and Pixar.

Five things about you that might surprise people?

1. I failed 2nd year graphic design at the Lebanese American University, but got straight A’s (thanks to Ms. Yasmine Taan and Ms. Nathalie Fallaha for all the inspiration and help) right after repeating it. Never lose hope, if you believe.
2. I get depressed for a short while every time an artwork of mine gets released to the public. I feel like I have lost a part of me; my little baby that I have been working on privately, lost to the world and no longer mine anymore. It gets rapidly shared on the internet (Facebook) and stuck all over Beirut city walls. However, after that, comes the joy of exposure, feedback and criticism.
3. I’m not into art exhibits and I haven’t been to one in years.
4. I’m addicted to buying Art/Graphic Design books. However, I never seem to open them after purchase, but throw them on the shelf to collect dust.
5. In all my artworks, (event posters specifically) I always leave a hidden message or secret in the background that no one figures out (or notices) but me. I feel it’s a little something that I have to have to keep a certain connection with the artwork and myself. (For example, butterflies symbolize freedom for me, and I used them in a subdued manner on the Armin van Buuren artwork for Mix FM)

What are the top three things that separate you from other CD/AD? Personal friendship on a deep level that I have developed with all my partners. Passion and knowledge for the material I work on. and not taking it too serious! I like to have fun with what I’m working on, otherwise, I bounce it.

What are the best ways to get a foot in the door? In Lebanon it's always easier to get through the door if you already have it open a crack - the infamous “wasta” - but that never worked for me. Being familiar with the work, researching the material and volunteering free of charge with NGO’s could land you a job. Most importantly, doing what you do best and having a somewhat big social background is very important. Its not about who knows who, but personal public relations is an asset to any business.

Three things you want to achieve before you die? More local and international exposure for my art skills in the music business. Travel more.

Does your favorite coffee cup have words on it? What are they? Yes, “Smart Ass.” I got it as a gift.

What did you absolutely have to get done by noon today? Complete a break-neck urgent design and send high resolution material to the printers.

What would be your perfect dream project? A local graphic design/visual communication magazine. Something along the lines of David Carsons ex-“Ray Gun” magazine. A magazine that’s focused primarily on graphic design in our region where students and art exhibits get exposure. We lack such “local media” in the Middle East and you can barely find any international magazines in the market.

What do you enjoy most about your job, your career? That I get to put my heart and my soul into my work. My artworks are made up of various pieces of me; they are not one dimensional. Each layer is personal, inspired by a different time, country of residence, culture I’ve had to adapt to, people that have come and gone, and most importantly, love. My family plays a colossal role as well into shaping the final outcome; their opinion matters the most to me.

What are you trying to create in your career? Visuals that will stand the test of time. I want to look back startled at artworks I create today, in ten and twenty years time, and think to myself “Awe, this is an amazing piece!” I like challenging myself, and I want to continue doing that. I always go by the motto: “What makes you think that’s the best of me?”

Which words or phrases do you most overuse? “Does it communicate the message?”, “It’s so me!”, “I love it! It’s so not me!”  and “Wicked!!”

What adjectives could best describe the Lebanese ad industry? Stimulative, zealous, ruthless and fierce.

What’s the last thing that left you in awe? An event by Mix FM last August 15th at BIEL Outdoors for DJs Sasha and John Digweed, playing back to back. The organization, set up, crowd and music left me speechless. I was amazed at how two DJs, both Godly on their own, could bring out the best night for all of us with their synergy.

What’s the last art event that made you say aha’? I'm gonna cheat a little here and say, the city of “Rome” itself. The art and architecture is immaculate and breathtaking. Also, the “Child Molestation” art exhibit at the Goethe-Institut in Beirut back in 2003 was one that left me speechless and inspired me to complete my final project at LAU, which eventually got published in a book (Transit Beirut) by Dar el Saqi.

Finish this sentence: If I ruled the world... I would give “Osho’s” Freedom, Peace and Love a chance.

What’s the most important thing to keep in mind for the future? Remember what my agency is built on: “Passion, Inventiveness, Simplicity, and Delivery.” It’s in the “realization” of these values on a daily basis that matters the most.

What’s your favourite quote? “I put my heart and my soul into my work, and have lost my mind in the process.” by Vincent van Gogh

What is the single characteristic that makes a creative person creative? Revealing yourself at will and speaking your mind. Like four year olds, wanting to know “why” and “how come” about everything, and portraying that visually by never talking small and being intuitive.

Creativity is…. “Looking in, accepting it for what it is, and not being afraid to expose it.”

• Independent Agencies: Think big,
go for small!
Arab Ad November 2008 Issue

1. Can you tell us more about your background? How and when did you decide to break free and start you own agency?

I have been working on my own as a freelancer before I got my degree in Visual Communication at the Lebanese American University in Beirut. it started out through friends and relatives initially and most of the projects I was handling were free of charge. To see my name signed on the artworks I was creating was more than enough and motivational for me to be proud and go on doing what I was doing free of charge.
During my MBA period at LAU, I got to work for two print and web design agencies in Lebanon. When I lost my name to these agencies, I realized I had to break free. A salary at the end of the month wasn't motivational nor empowering nor was it building my morale to go on, in contrast to the recognition I am getting today for the artworks I am creating.

2. What are the best and worst things of being your own boss?

The best thing is without doubt that you don't take orders from anyone, and you don't have to be at the office at a certain time in the morning. The worst thing is that you have a responsibility on your shoulders, which actually leaves you with no social life. I don't get to be my own boss; so far I am the graphic designer, the art director, the marketing manager, the accountant, the cleaning person at the office, the secretary and the boss.

3. What was the most difficult challenge in the beginning?

Moving my office from my bedroom at home to an actual office. It used to frighten me at first because it was a big risk I was taking, but I knew that if i didn't take that risk and change then I would never grow and would always be a freelancer who works from home.

4. Where would you like to see your setup in five years?

Five years is my short-term study period. Hopefully I would have talented visual communicators working for the same goal, a marketing manager, an accountant and most importantly, a bigger name in the filed that inspires and creates leading change.

5. What are the ingredients to success, especially for an independent agency operating in Lebanon?

Following your hear and intuition by being yourself and reflecting that in your work. If you don't love what you do you will never succeed. Being a hard and fast worker is also important, just as long as that doesn't come on the account of the quality of the work you are providing. Taking a day or two off every week is very important and it keeps me going.

• On "raynbow" Online Shop designs:

Arab Ad Vol. 18/No. 11 - November 2008

6. Do you think Beirut still maintains its rank as one of the most prominent creative cities in the region? Is the immigration of the creative talent affecting this reputation?

Lebanon has something others in he region don't have: Culture and history. Because of that, Lebanon will always maintain it's rank as the most creative country in the region. There is an ample amount of inspiration around, be it culture, events, music and art, history, geography, architecture, politics, sectarian and religious differences that help push forward and unleash the talent of creative artists. When you leave Lebanon, you lose that asset.

7. How do you compete with the big boys knowing that accounts are granted on the basis of who knows whom rather than real creativity?

By offering my time and effort in creating distinctive material; I am maintaining a certain level of quality in the market and staying ahead of everyone else. The difference would eventually show as it is currently portrayed in the electronic music event organization market in Lebanon between my clients, Mix FM, and other organizers.

8. How do you establish your credibility with potential big clients?

Mutual respect of time for appointments establishes credibility. I am always on time, be it for a meeting or for delivering work. Credibility gets lost when time is not respected.