Mashreq
CREATIVE + CONTENT STRATEGY
CONCEPT DEVELOPMENT
ART DIRECTION
SET DESIGN
ORIGINAL SERIES DEVELOPMENT
RENEWED FOR SEASON 2
AT A GLANCE
Mashreq’s Empowering Paths is a podcast series designed to move beyond polished corporate storytelling and uncover the real, human journeys behind success. Built around a “grit to glory” narrative, it brings together voices from across sports, technology, and culture to share their defining moments, vulnerabilities, and turning points—positioning Mashreq as a brand that understands not just success, but the journey behind it.
MY ROLE
Creative Lead: End-to-end, strategy to live execution, guest curation, narrative development, concept and format design, art direction, on-ground shoot supervision, and lead interviewer, shaping every conversation to uncover real, vulnerable turning points.
THE BRIEF
Create a flagship content platform for Mashreq that brings real stories of resilience to life, building emotional connection and cultural relevance across the region.
THE TENSION
Most brand-led content feels scripted and surface-level, celebrating outcomes, but missing the real, messy journey behind success.
THE OPPORTUNITY FLIP
Shift from polished success stories to raw, human narratives, bringing a corporate brand into culture and conversation, moving at the speed of its audience and social change.
THE STRATEGIC DIRECTION
Build a podcast-led content series rooted in a clear narrative arc: “grit to glory” designed to uncover defining moments, not just achievements.
THE INSIGHT
People don’t connect with success, they connect with the struggle, doubt, and turning points that lead to it.
THE CREATIVE CONCEPT
“Empowering Paths” a long-form content series where leading voices from the region share the real stories behind their journey, turning personal turning points into collective inspiration.
Key Features,
Execution
GUEST LINE-UP
Season 1: Sana Mir, Mo Gawdat, Ghanim Al-Muftah and other leading regional voices.
CONTENT ENGINEERING
Long-form episodes + short-form social cutdowns + platform-native content. Designed to bring out vulnerability, honesty, and relatability
SEASON 1, EPISODE 1
VIEWERS TO LISTENERS
Transforming Empowering Paths from a one-way storytelling platform into a cultural movement by inviting audiences to share, reflect, and see themselves in the journey.
EPISODE THEMES
Season 1: Embracing diversity, sports & grit, AI & tech for good.
ON-GROUND EXECUTION
Led briefing interviews, directed tone, conversation flow and energy on set, ensured authenticity in every episode.