Let’s start with the basics…
It’s pronounced Foo-ad.
I’m from Egypt. Born and raised. Land of the Pharoahs. But more recognizably, Mo Salah.
Ever since I could hold a pen properly, I’ve enjoyed drawing. But as I grew older, I realized it doesn’t pay the bills (yet). So I turned to journalism. But it was too serious. So I wrote editorials. But it was too opinionated. So I decided to write for advertising. I enjoyed it. Then tried my hand at art direction for a change. But quickly realized I was colourblind. So I returned to copywriting. Then film. Then digital. Then storytelling. And now, a mix of copy and art to tell brand stories. And I continue to enjoy drawing on the side. As well as a podcast. And my full-time job, a dad. I guess I just can’t limit myself to just one thing…as the saying goes, “Jack of all trades, master of none…but oftentimes better than a master of one.”
I spent the last 15 years growing as a creative everywhere from Cairo, Hamburg, Amsterdam, Stockholm, New York and now London.
Because of that, I’ve grown into an all-round conceptual creative with a knack for strategic creative thinking. I like to view what we do as solving a problem through a creative solution (as long as we still get to have fun with it). And of course, being a dad has taught me to love telling a good story, and it’s something that I’ve carried over into my work - after all, people just want to be entertained.
To date, my most famous piece of work was going viral for dancing with a police officer in Notting Hill Carnival (it looked a bit like this). I’m still looking for that one piece of work that might top that moment.
If you think we can make cool stuff together that might beat dancing with a cop, drop me a line.