An untamed creative production practice.

Growing up between so many places, each brought its own rhythms, language and idiosyncrasies. The only way to understand was to be curious. To immerse in the culture, the language, the nuances, and to see the subtleties, those unspoken details you can only discover by being there.

That curiosity became the way I navigate the world with an innate flair for connecting people. And from here grew the foundation of Commonwild.

Belgian-Lebanese, based in Dubai, I've spent two decades across New York, London, Singapore and the Middle East, working at the intersection of documentary and branded content. More recently, I played a key role in the expansion of Prodigious and Optix, the production and post arms of Publicis Production, bringing deep agency and brand relationships to every partnership, aligning strategy with emotional resonance, and connecting global craft to local context.