About

My name is Amr. I’m a third-culture kid :)

:: WHY ME ::
I’m a creative strategist who’s passionate about holding space for others. I lost count of how many hours I dedicated to consulting for friends & clients alike on my proverbial chaise longue. I get joy from articulating my clients’ visions. That is usually the biggest challenge, especially in diverse cross-functional teams, or across teams with a significant hierarchy.

Once articulated in a creative strategy we both like, I take on the task of bringing your vision to life. I have a diverse network of local and global creative providers that we can tap and commission.

One of my passions is pursuing a balance between manifesting clients’ visions and improving the quality of life. I like to that through edutainment— getting people entertained while having them reflect on new relatable insights.

My experience spans over 12+ years in USA, UAE, Egypt, Germany and the Netherlands. This demanded exposure to various cultural and political climates, which has cultivated my interest in globalisation, human psychology and generational identity.


:: RECENTLY ::
In 2020, I was tapped by Netflix EMEA to work as creative strategist in Amsterdam, on contract for the following two years. There, I crafted go-to document used by Netflix product & marketing teams for various films and series. I was responsible for commissioning poster artwork & trailers for various EMEA productions, from Egypt, Saudi Arabia, Iraq, South Africa, Nigeria, Spain, Italy, Turkey, Sweden and Poland.

In 2022, I rejoined a favorite client — fintech star-up Lucky App — as creative consultant. My task was to reinvent the buy-now-pay-later brand, and create the blueprint for identity, social and video in light of the existing marcom targets.


:: LOOKING BACK ::
Over the past fifteen years, I specialised in brand identity design, user-experience, concept development and directing commercials & digital content. Today, this diverse array of experiences enables me to operate as a hands-on one-man agency, with full understanding of what’s at stake, and how to make things work.

After some freelance design work in Egypt, my global career started in earnest as a junior art director at CP+B, Colorado, with some of the biggest names in advertising who taught him to always be willing to listen and learn, to work on draft after draft and to really nail the craft.

After CP+B,  I was hired by AKQA and invited to move to Amsterdam. There, I worked with big digital teams launching mammoth web platforms like Nivea.com, which provided a great opportunity to understand the importance of thinking strategically as creative, and to listen to peers from different disciplines. Working with strategists and developers then proves to have been invaluable in my more recent freelance work with start-ups.

After 5 years in Amsterdam, I was invited to move back to Cairo to assume the position of creative director at QSoft, a YouTube partner and creator of AlBernameg show. This is where I got first-hand experience in discovering and developing fresh talent, supporting them with creating show pilots. That became a stepping stone towards creating digital content, both as producer and director.

:: WHERE I WORK ::
+ The Netherlands
+ Belgium
+ Ireland
+ Germany
+ Egypt
+ Saudi Arabia
+ United Arab Emirates
+ Qatar
+ Worldwide remotely.


:: GET IN TOUCH ::
I’m eager to work with like-minded clients. Get in touch at amrassaid@gmail.com . Let’s have a quick video call and go from there.


:: FAVORITE PODCASTS ::
+ Stephen Dubner - Freakonomics
+ Angela Duckworth - No Stupid Questions
+ Guy Raz - How I Built This
+ Chris Do - The Futur
+ Esther Perel - How’s Work ; Where Should We Begin
+ Simon Sinek - A Bit of Optimism