top of page


Freelance Associate Creative Director/Copywriter

Agencies and Private Clients

Aug 2017 - Present

The greatest gig I’ve had. As a freelance ACD and writer, I’ve had the opportunity to work across various creative disciplines in tandem to advertising.


From launching a novel in Bahrain to throwing a yacht party for a brand that can't really do traditional advertising to organizing Carom tournaments for labour camps in Saudi to working on what I'd call a very challenging brief - Sell and increase clinical trials of a dermal filler during the pandemic!


Through these few years, working with a full scale team and some times myself, I have successfully implemented strategies and products from brief to market for various agencies.

Associate Creative Director


Jan 2016 - July 2017


As the Associate Creative Director, my role was to conceptualise and strategise the creative output of XDUBAI. From directing films and finding the best use of medium for it to using the best social media tools to get the most reach for all campaign deliverables - events, BTL, social media posts, etc.

With my team, we also successfully handled big collaboration projects with brands like Mercedes-Benz and Dubai Tourism, from concept development to overseeing final execution and worked proactively on other collaboration ideas for brands like BMW, Samsung, Jumeirah, Merass, GoPro and others. In addition, reworked the brand strategy for XDUBAI to move forward.


Senior Copywriter

Geometry Global, Dubai

Sept 2014 - Jan 2016


In this role, I worked on a multitude of MNCs and local brands such as Coca Cola and Dove to The National Bank of Abu Dhabi. As a conceptual thinker and writer, I had to create brand campaigns that were multidimensional. As cheesy as it may sound, I was a storyteller for each brand.


MEMAC OgilvyAction

Feb 2013 - Sept 2014


Hired to not just write but conceptualise for the brands in the agency's portfolio. Especially hired for my love for non-traditional mediums of advertising - mobile and digital being my strongest.


DDB Singapore / Tribal DDB

September 2009 – July 2012


Joined DDB immediately after graduation as part of the creative and social media team. With my strength of integrated advertising in my portfolio, I was tasked to find ways to connect to the new-wave of digital consumers.

schooled at


Lasalle College of the Arts, Singapore







Watching tutorials for stuff I'll never do

Crypo Noob

Creating Spotify Playlists

  • LinkedIn


Founder / Creative Director / Chief Maker

24TH Street Bespoke Leather Atelier

July 2015 - Oct 2020

24th Street - Bespoke Leather Atelier was, as the name suggests, a bespoke leather craft-house.


I founded this company in my fourth year in Dubai. A cliché story - I was looking for a particular wallet design but could not find it anywhere hence decided to make it myself. Friends started liking it and I made them some items. Word spread... and Boom! 24th Street was born.


The outfit started with crafting products for individual clients but soon made its way to bigger things. I soon started collaborating with big brand like Roger Dubois, Bentley, Glenfiddich, Lotus and more. I was also giving regular workshops in Dubai and Abu Dhabi. With the pandemic though, when business slowed down, I pivoted a little by offering DIY leathercraft kits which really took off.


24th Street made it onto the national news in Dubai! It was a great interview (of course I attached it here). I can go on but rather talk about it in person, so give me a buzz!

Stuff I've won

Digital Studio Awards 2017

Hatta Is Calling - Best Content Capture


Cannes Lions 2014

Math Paper Press: The Offline Book

Gold in Mobile

Dubai Lynx 2013
Dove Surprises - Media Consumer product

MENA Effie Awards 2014,

Dove Surprises - Personal Care Services

MENA Effie Awards 2014

Dove Surprises - Brand Experience

MENA Effie Awards 2014

Pond’s Inspiring Women - Cosmetics and Fragrances

MENA Effie Awards 2014

Dove - Wake Up To Good Hair Everyday

Personal Care Services


MENA  Effie Awards 2013

Pond’s: The Power to be Awesome – Bronze


Dubai Lynx 2013

Dove: Surprises - Bronze

The Singapore Creative Circle Awards 2012

CISCO: Flip Your Profile – Silver

Australian AWARD 2012

CISCO: Flip Your Profile – Bronze


Cannes 2011

Young Film Cannes Lions

UN WOMEN: Sex Trafficking

Young Guns 2011

CISCO: Flip Your Profile – Finalist

Digital Media Awards 2011

CISCO: Flip Your Profile

1 Gold / 1 Bronze / 4 Finalists

Cannes 2011

CISCO: Flip Your Profile

3 Shortlists

Spikes 2011

CISCO: Flip Your Profile


EFFIE 2011

CISCO: Flip Your Profile


SABRE Global Award for Blogger outreach

Effie 2010

Starhub: The Great Singapore Treasure Hunt

Internet Products & Services - Bronze

Adfest 2010

Substation: Folder Films

Film/ Internet Film – Bronze

New Director/ Viral Films – Bronze

Cannes 2010

UNIFEM: A call for help – Finalist

Spikes 2010

UNIFEM: A call for help

2 Silvers - 1 Bronze

Spikes 2010

Kensington iGel: Chat Roulette - Digital Bronze


what have I been up to all this while?

bottom of page