{"id":72011,"date":"2018-03-25T15:20:46","date_gmt":"2018-03-25T11:20:46","guid":{"rendered":"http:\/\/puhze.net\/?page_id=72011"},"modified":"2026-08-29T15:38:16","modified_gmt":"2026-08-29T11:38:16","slug":"about","status":"publish","type":"page","link":"https:\/\/puhze.net\/site\/about\/","title":{"rendered":"About"},"content":{"rendered":"

[vc_row][vc_column column_width_percent=”80″ gutter_size=”3″ override_padding=”yes” column_padding=”0″ overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/1″][vc_row_inner][vc_column_inner width=”1\/2″][vc_empty_space empty_h=”5″][vc_single_image media=”72362″ media_width_percent=”100″][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_empty_space empty_h=”5″][vc_custom_heading heading_semantic=”h3″ text_font=”font-970772″ text_size=”h3″ text_weight=”300″ uncode_shortcode_id=”153790″]<\/p>\n

Two decades ago I set out to build things that make people feel something, first through advertising, then through spaces, and now through the design of entire destinations.<\/p>\n

I’ve led creative and experience teams across five countries and four continents: building a digital shop from a Shanghai basement without speaking a word of Chinese, transforming a national agency in Jakarta into the most sought-after in the country, and shaping how millions of people experience travel and place in Saudi Arabia.<\/p>\n

[\/vc_custom_heading][vc_custom_heading text_color=”color-prif” heading_semantic=”h3″ text_font=”font-970772″ text_size=”h3″ text_weight=”600″ text_height=”fontheight-524109″ uncode_shortcode_id=”949664″ text_color_type=”uncode-palette”][\/vc_custom_heading][vc_column_text uncode_shortcode_id=”138212″]<\/p>\n

Experiences outlast things. They’re what people remember, what they tell stories about, what brings them back. Everything I build starts there.<\/p>\n

 <\/p>\n

My career has moved through advertising, brand experience, live events, and, for the past several years, destination and tourism strategy<\/strong>. Along the way I’ve worked with agencies including BBDO\/Proximity, Leo Burnett, Ogilvy, and Serviceplan, on brands from Unilever and Coca-Cola to Mercedes-Benz and Emirates. Each stop demanded something different: rebuilding a creative culture, launching a product into a saturated market, or convincing a government stakeholder that experience design is not decoration but strategy.<\/p>\n

Since 2022, I’ve been Executive Director of Experience Design at the Saudi Tourism Authority in Riyadh<\/strong>, where I lead the development of experiential concepts and spatial strategy for Saudi Arabia’s cultural, historical and natural attractions with work that spans single-experience creative direction to building the frameworks an entire sector runs on.<\/p>\n

Before STA, I worked independently across the Middle East and Latin America as a creative director for experiential agencies, including creative and spatial planning for the FIFA Fan Fest<\/strong> (Qatar 2022), the HBO Max launch across Latin America<\/strong>, and government and brand activations with MCH Global, Imagination, Auditoire, Prisme International and others.<\/p>\n

Do drop me a line to say hi, or to discuss projects!
\nSeb<\/p>\n

[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”0″ top_padding=”0″ bottom_padding=”0″ overlay_alpha=”50″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″][vc_column column_width_percent=”80″ gutter_size=”0″ override_padding=”yes” column_padding=”0″ back_color=”color-xsdn” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/1″][vc_empty_space empty_h=”2″][vc_row_inner][vc_column_inner width=”1\/2″][vc_custom_heading text_color=”color-prif” heading_semantic=”h3″ text_font=”font-970772″ text_size=”h3″ text_weight=”600″ text_height=”fontheight-524109″]At the Judging Table[\/vc_custom_heading][vc_column_text]ADSTARS South Korea 2017 & 2018
\nCampaign Magazine Middle East[\/vc_column_text][vc_custom_heading text_color=”color-prif” heading_semantic=”h3″ text_font=”font-970772″ text_size=”h3″ text_weight=”600″ text_height=”fontheight-524109″]Awards & Recognition[\/vc_custom_heading][vc_column_text]<\/p>\n

UAE Business Awards – MEA Markets – for LEAP\/NATION – 2018<\/p>\n

Most successful AXE Apollo campaign globally – UNILEVER – 2014
\nBRONZE – – AXE APOLLO – Citra Pariwara Awards – 2014
\nSILVER – Campaign \u201cAgency of the Year, Indonesia\u201d – 2013
\nFINALIST – Adventures with La Vache qui rit – MENA Cristal Awards 2012
\nBEST ARABIC WEBSITE – Travel, Retail & Lifestyle – Adventures with La Vache qui rit – The Internet Awards Middle East 2012
\nFINALIST – Adventures with La Vache qui rit – Effies 2011
\nSHORTLIST – Adventures with La Vache qui rit – DUBAI LYNX 2011<\/p>\n

GOLD – Showtime Arabia – UAE Excellence Awards 2009
\nGOLD – Lagoons.ae – UAE Excellence Awards 2009
\nGOLD – Pepsi Streetfootball – UAE Excellence Awards 2009
\nSILVER – du telecom – UAE Excellence Awards 2009<\/p>\n

BRONZE – Pepsi \u201cHaifa\u201d – DUBAI LYNX 2008
\nSHORTLIST Pepsi \u201cSea of Stars\u201d – DUBAI LYNX 2008
\nCYBER CRISTAL – m&ms – MENA Cristal Awards 2008
\nCYBER CRISTAL – The Monarch Hotel Dubai – MENA Cristal Awards 2008
\nPROMOTION CRISTAL Pepsi – “Sea of Stars Viral\u201d – MENA Cristal Awards 2008<\/p>\n

GOLD – AbuDhabiAwards.com – Pan Arab Excellence Awards 2008
\nGOLD – CocoPops Al Arabia website – Pan Arab Excellence Awards 2008
\nCreative Website Award Site of the Day – M&amp;Ms
\nSILVER – m&amp;ms – Pan Arab Excellence Awards 2008
\nSILVER – Lagoons.com – Pan Arab Excellence Awards 2008
\nGOLD – Sama Dubai Properties – UAE Excellence Awards 2008
\nGOLD – Abu Dhabi Awards – UAE Excellence Awards 2008
\nSILVER – Abu Dhabi Commercial Bank website – UAE Excellence Awards 2008
\nBRONZE – Snickers website – UAE Excellence Awards 2008
\nBRONZE – Dubal web communication – UAE Excellence Awards 2008<\/p>\n

BRONZE Emirates Airlines 777 launch – DUBAI LYNX 2007
\nBRONZE \u201cWella Makeover\u201d – DUBAI LYNX 2007
\nGOLD – The Monarch Hotel Dubai – Pan Arab Excellence Awards 2007
\nSILVER – Lagoons.com – Pan Arab Excellence Awards 2007
\nSILVER – Snickers Streetskillz – Pan Arab Excellence Awards 2007
\nBEST STRATEGIC ENTERTAINMENT – PepsiSeaOfStars.com – Pan Arab Excellence Awards 2007[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=”100″ gutter_size=”3″ override_padding=”yes” column_padding=”0″ overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″][vc_custom_heading text_color=”color-prif” heading_semantic=”h3″ text_font=”font-970772″ text_size=”h3″ text_weight=”600″ text_height=”fontheight-524109″]Experience[\/vc_custom_heading][vc_column_text uncode_shortcode_id=”179643″]<\/p>\n

Saudi Tourism Authority (STA)<\/h3>\n

Executive Director Experience Design<\/p>\n

Saudi Arabia Tourism Destination Development, Tourism activities & attraction concepts, private-sector experience labs lead)<\/p>\n

 <\/p>\n

LEAP\/NATION<\/h3>\n

Principal Creative & Founder<\/p>\n

Peugeot, UAE Government, du telecom, Quintessentially, Havas Worldwide<\/p>\n

 <\/p>\n

OgilvyOne<\/h3>\n

Digital Creative Director<\/p>\n

Unilever (AXE, Ponds, Rinso, Molto, Lipton), The Coca-Cola Company (Coke, Aquarius), Nestl\u00e9, Philips, and local brands<\/p>\n

 <\/p>\n

Serviceplan<\/h3>\n

Regional Integrated Creative Director<\/p>\n

BMW Group (BMW, MINI, Rolls-Royce), Takaful Emarat Insurance, Continental Tires, Austrian Business Council)<\/p>\n

 <\/p>\n

Leo Burnett<\/h3>\n

Regional Digital Creative Director<\/p>\n

General Motors (Chevrolet, GMC, Cadillac), du telecom, Groupe bel, Philip Morris,\u00a0Emirates Airlines<\/p>\n

 <\/p>\n

IMPACT Proximity\/BBDO<\/h3>\n

Regional Digital Creative Director<\/p>\n

PepsiCo (Pepsi, Mountain Dew, Mirinda), Mercedes-Benz, Dubai Properties, Abu Dhabi Islamic Bank<\/p>\n

 <\/p>\n

EmporioAsia (later aquired by Publicis Groupe)<\/h3>\n

Digital Creative Director<\/p>\n

Ritz Carlton, Hilton, Marriott, Chine Eastern Airlines, Lanxess Chemicals[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_empty_space empty_h=”2″][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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