Showcasing Culture, Creativity, and Connection
From award-winning campaigns and innovative research studies to creative events and cultural initiatives, each showcase reflects a dedication to storytelling, collaboration, and impact delivered as part of corporate roles within leading organizations. Together, they illustrate the range of experiences that continue to shape and inspire the vision behind Zein Zone.
01
#WeTransform: Driving a World
in Motion
This two-month integrated marketing communications campaign was developed for a world-class engineering services and nuclear company with offices around the world to highlight innovation, sustainability, and transformation in the Middle East. Through digital activations, creative visuals, and storytelling, it positioned the brand as a thought leader and engaged target audiences during a time of rapid change. The campaign was shortlisted at the 2020 MEPRA Awards for Best Campaign in the Middle East and Best Professional Services Campaign.
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Contribution:
Led the campaign’s development and execution in collaboration with in-house teams and external partners. Responsibilities included creative concept, delivery planning, content development (written and visual), videography, photography, media engagement, thought leadership, social media, digital marketing, and external stakeholder outreach.
02
What Makes Great Places – Neuroscience Market Research
This pioneering neuroscience study was developed for a leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia to explore how people form emotional connections with urban environments. By using EEG and eye-tracking technology, the research reveals that human activity, greenery, and artistic features drive strong engagement, offering fresh insights into designing vibrant, people-centered communities. The project was awarded Best Media & Communications and Best Research at the 2018 Gulf Real Estate Awards.
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Contribution:
Led the research development and execution in collaboration with in-house teams and external partners. Responsibilities included study conceptualization, methodology and delivery planning, content development and analysis, stakeholder engagement, and communication of key insights through written reports, presentations, and media outreach.
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03
Annual Team Gathering –
Corporate Recreational Experience
This annual team gathering was delivered for a leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia in 2018 to transform the traditional corporate event into a recreational experience. Hosted in a warehouse in Dubai with food trucks, live music, and an artist-led workshop, the event engaged 200+ employees in imagining future cities while fostering collaboration, creativity, and stronger team bonds.
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Contribution:
Led the overall event concept and program design, including venue selection and creative partnerships with artists and performers. Designed the interactive workshop where employees created collages envisioning “the city of the future,” and acted as moderator to guide the flow and ensure engagement. Managed communications to ensure alignment with the Business Unit’s culture and vision.
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04
The Cultural Projects Incubator
This pioneering program was launched by a non-governmental organization in Syria in 2010 to empower artists and innovators to transform ideas into impactful projects. By combining mentorship, training, funding, and access to resources, it creates a supportive ecosystem for building sustainable, community-driven cultural initiatives.
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Contribution:
Supported the planning and execution of the initiative, including stakeholder engagement, media outreach, and event organization. Assisted in shaping program activities and ensuring smooth delivery while fostering collaboration between partners and participants to strengthen the initiative’s impact.
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05
Silk Road Festival, Syria –
Italian Participation
The Silk Road Festival in Damascus was held in 2006 to celebrate Syria’s heritage as a crossroads of civilizations. Italy was among the featured international partners, contributing artistic programming and cultural showcases.
Italy’s participation emphasized the shared history between the Mediterranean and the Middle East, blending traditional craftsmanship, music, and artistic heritage into the broader festival narrative.
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Contribution:
Supported the Italian Embassy’s Cultural Attaché in planning and managing Italy’s participation at the festival. Liaised with Syrian ministries and cultural partners, and developed multilingual communications in Arabic, English, and Italian. Helped ensure smooth logistics and impactful representation of Italian cultural contributions within the wider festival program.
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