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.
I spent the last 15 years growing as a creative everywhere from Cairo, Hamburg, Amsterdam, Stockholm, New York and now London.
Most recently, I got to work with some of the biggest brands like Nike and Unilever, and take ownership as creative lead on others like Adidas and Sky.
Because of that, I’ve grown into an all-round 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).
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.