I'm a Multimedia Director specialising in immersive experiences, based in Dubai and working across culture, brand, arts & entertainment.
My practice centres on orchestrating complex multimedia experiences—defining creative vision for large-scale, audiovisual-led spatial experiences where narrative, moving image, light, sound, and environment come together to create emotionally engaging worlds. I focus on projects where immersive media becomes the primary storytelling language, guiding audiences through spaces that evolve over time.
My work spans world expos, immersive theatre, cultural programmes, live music, and brand environments. Recent roles include Creative Art Director on the Saudi Pavilion's Cultural Programme at Expo 2025 Osaka, where I orchestrated 20+ unique projection-mapped shows over 6 months, reaching 3+ million visitors. Previously, I was Multimedia Creative Director for key zones in Jeff Wayne's The War of the Worlds: The Immersive Experience in London, a production recognised with a Guinness World Record and a THEA Award for Connected Immersion.
With a background in live music visual experiences—collaborating with global artists including The Rolling Stones, Michael Bublé, and AC/DC—I've expanded my practice into experiential work for brands such as Nokia, adidas, Porsche, Huawei, and YouTube.
Across all projects, my focus is on keeping creative vision and technical execution aligned while coordinating multidisciplinary teams—designing immersive multimedia environments that guide, pace, and shape memorable experiences.