On a ratio of one to the world, I can safely say that the set of perks I have - social status, mental capacity, or opportunities to name a few - have positioned me at a reasonably high percentile.
With that said, you probably guessed it; I'm an entitled millennial. However, this entitlement comes with a sense of social responsibilities weighing in on me or any millennial. I'm not inclined to a specific cause;
Whether it's human-empowerment, wildlife rehabilitation, or pollution awareness
This planet is in dire need of reform
Taking notes from previous achievements in social change and currently, ongoing attempts only amplifies my motivation to be an active agent of social change, primarily in the country I was born in, Lebanon.
From corruption to different sorts of pollution and weak family structure - despite the seemingly tight bonds, Lebanon is under the tight grip of the self-proclaimed patriarchy.
Circa 2015, I recognized that to be an effective advocate of reform
Marketing is my most powerful tool
"143 out of 195 countries guarantee equality between women and men in their constitutions as of 2014. Yet, discrimination against women persists in many areas, directly and indirectly, through laws and policies, gender-based stereotypes and social norms and practices." - UN Website, 2019
Balancing out Gender inequality is essential
I've taken part in creating different campaigns to amplify the concept of community for Arab women that lack the necessary moral support from their communities.
The official launch of this platform was marked in September 2018 after the release of an interview filmed in 2014 with Oscar-nominee Nadine Labaki. I took part as co-producer and co-post-producer of the pilot.
قولي_يلي_بقلبك# | #Share_Your_Truth
reached 600K users from across the Arab World
#Share_Your_Truth Campaigns are other contributions of mine to the platform. The hashtag serves as an umbrella for stories from the community. Bayneh w Baynek offers the hashtag as a key to the platform built over the past few years to express themselves freely.
For my thesis, I, alongside Bayneh W Baynek, expanded on these campaigns by creating " A Session Between Us Ladies" accumulating 133K impressions and 30K unique users reached during week of release. This campaign featured Arab women straight from their homes via Zoom.
I take interest in marketing moguls
modern, traditional and historical
Research through observation, listening, or reading fill up my day naturally. I end up creating timelines to extract formulas or pick out patterns from my research easily. I'm not only interested in the journeys of the accomplished but also the underdogs' as to avoid their mistakes.
I've spent a decent number of hours recording the most viral Internet phenomena and became well acquainted with the YouTube movement, resulting in a 30-minute documentary about the history of theis media giant's reign up until 2016.
My research included dissecting Youtube's ecosystem from channels to content. This deep-dive helped me better understand branding and the endless ways creators can create their digital persona by knowing exactly who has their eyes on them.
My Curiosity is limitless
it stretches across broadcast & Social media, artists, religions, comedians, and brands with significant cultural impact
On the other end of my spectrum of interests, I enjoy mapping out the Greek Gods' family tree and linking Biblical stories and ones from the Quran to Pharaonic or Buddhist stories.
During my Master studies at IE University, I mapped out the tarot deck as my final project for Data Insights and Visualization, titled The Journey of the Fool. For my Ethics and Representation final project, I documented the unethical Marketing tactics religions use, such as invasive marketing and targeting the vulnerable.
Complementary to extracting formulas and detecting patterns, I modernize or readjust them to fit whatever market I lend my service to, preferably branding and positioning artists, activists, or talk shows. I test my findings on personal projects first before taking my findings to clients and collaborators.
After reassessing my clients' public image, I provide innovative ways of creating content and presenting it to new and old audiences. Always maintaining the brand's integrity, my contribution never fails to propel the growth of my clients and collaborators' brands.
My most recent achievement in organic mass brand awareness is for the Universal Music Group MENA Recording artist, Banah, by launching a viral TikTok trend. After the trend settled, the audio of the song accumulated over 16M streams.
I am pushed by the rapidly evolving Digital Sphere to continuously update my references to produce relevant content
Let's work together to make an impact
Thank you!