Speed
The launch is next week. The shoot is still a quote.
Campaign ready in days, not weeks.
Mohamed Magdy · Creative Director · UAE
Brand ideas, built to travel.
Creative Director with 12+ years across brand, campaigns and content in MENA and Europe, for Nike, adidas, Amazon, Tamara and GMG. I lead teams from the first idea to the final frame, and I use AI where it makes the work faster and better.
What teams hire me for
Four problems I solve.
Most briefs I get start with one of these. Each one ends with a system the team keeps using after the campaign is live.
Scale
One hero image. Two hundred placements to fill.
One idea, built as a system.
Consistency
Every market runs a slightly different brand.
One standard across every channel.
Craft
The idea is right. The execution looks like everyone else.
Work people stop scrolling for.
How I work
Idea. System. Scale.
The same three moves on every brief, whether it is a kit launch, a rebrand or a new AI workflow for a team of twenty.
Idea
Find the one thing worth sayingInsight, platform and a clear point of view before a single pixel. References first, tools second.
System
Build it to travelIdentity rules, templates and a visual language that land the same in a store window, a feed and a PDP.
Scale
Make it run every weekAI production, clear review steps and a team that ships the work weekly, not once a quarter.
A strength, not a title
Craft first. AI where it helps.
AI is one of my tools. I use it to move faster, test more routes and put products in worlds a shoot could not reach. Every frame still goes through the same three checks, whether it came from a camera or a model.
- A point of view before a promptIdea and references come first. The tools follow the idea.
- A director approves every frameNothing ships on the strength of a prompt alone.
- Checked against the real productLogo, colour, construction and fit, before it leaves.
Capabilities
What I lead.
Start with the first. It is the one most teams need.
01Creative direction
Campaign platforms, launch ideas and the visual language that carries them. I set the direction, brief the teams and approve every frame that goes out.
- Campaign platforms
- Art direction
- Launch concepts
- Creative reviews
02AI production
On-model PDP, product in any world, CGI and short films, made with AI and checked against the real product. Built for speed without losing the brand.
- Product anywhere
- Films and CGI
- PDP at scale
- Quality control
03Brand systems
Identities, guidelines and templates that let a team produce on-brand work without me in the room. Tested across retail, social, OOH and in-app.
- Identity
- Guidelines
- Templates
- Sub-brands
04Campaigns and launches
Kit launches, seasonal moments and product drops, from the first idea to the store window, homepage, email and feed.
- Kit launches
- Seasonal and local
- Omnichannel
- Social
05Team leadership
I build and run creative teams: hiring, reviews and the workflows that let designers adopt AI with confidence instead of fear.
- Hiring
- Mentoring
- AI adoption
- Process
Selected work
The work.
Nike, adidas, Puma, Sun & Sand Sports and more. Open any project for the full story, from brief to outcome.
Nike · Four photographs. One film.
A hero film for launch week, made from four campaign stills.
Nike · Saudi National Day
The national green lives in the product. The majlis is the set.
adidas · Adizero launch
Homepage, email and social as one kit, with no shoot.
&U · Loyalty app rebrand
Cashback made visible, in glass, mint and violet.
Career
12+ years. Ten teams.
From visual design at LG Electronics to creative leadership at Amazon, Tamara and GMG. Brand side, retail side and startup side, across Egypt, the UAE and Luxembourg.
BA, Cairo University. Google UX Design Professional Certificate.
- GMGDigital Creative Director2025 to now
- Night JaguarFounder, AI creative production studioNow
- TamaraCreative Director
- Al-Futtaim RetailCreative Director
- AmazonArt Director, EMEA
- Al-Futtaim WatsonsArt Director, GCC
- Sprii.aeHead of Creative
- Estadat Sports FacilitiesArt Director
- Al Ahly SCArt Director
- Jumia · Rocket InternetCreative Lead
- LG ElectronicsSenior Visual Designer
12+Years in creative leadership
14Projects on this site
3Countries worked in
1Studio founded
Contact
Let's make the next one.
© 2026 Mohamed Magdy. Creative Director, UAE.
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