I was born in Northern Morocco but raised in London but have have spent half my 20-year career living and working across Europe and the USA. This  has been invaluable in informing my work and cultural outlook. Having completed a Bachelor of Arts in Graphic Design & Photography, I soon identified Advertising as a space in which all mediums meet and the best playground for a creative. Film and sports remain continuous passions. I have 18 years experience as a Creative Director, Writer and Art Director at some of the industry's most prestigious and creative advertising agencies including Wieden & Kennedy, 72&Sunny, TBWA, Saatchi&Saatchi and Antidote London where I've also directed film and content for their clients. I now write and direct content and promos as well work on commercials and shorts. Currently residing in London where I'm slowly coming to terms with not ever making Liverpool's starting eleven.

I have produced work, some awarded, for Nike, Adidas, EA Sports, Zurich Insurance, Nespresso, Toyota & Chevrolet.