PEOPLE
The creative director the client wishes they could hire full-time — with the vision of a filmmaker, the intelligence of an award-winning marketer, the cultural range of an art curator, the technical fluency of an AI native, and the strategic clarity of a brand architect. WiW is that person, as a studio.
Mohamad Badr
Founder / CEO
He gave Beirut its first guerrilla marketing company, then built two art events that shaped the city's cultural identity before the city thought to ask for one. Twenty years across the UNDP, WPP, and the region's most ambitious brands, all in service of a single obsession: finding the greatness inside the brands before anyone else sees it. WiW is what happens when that obsession stops being a consulting practice and becomes a creative experience.
Zukhra Ebzeeva
Creative Director
She reads a brief the way a filmmaker reads a script, looking for the character, the world, the emotional turn hiding inside the brand objective. A decade of shaping brands across real estate, retail, and hospitality has sharpened one discipline: stay with the idea until the stranger, more precise version of it surfaces. Social, for her, is a living laboratory, the place where a world gets tested and proved before it gets built.
Nazha Osseiran
Head of Art
She spent twenty-five years at the intersection of art, fashion, and commerce, from Paris couture houses to the Gulf's most powerful retail groups, developing what can only be called a calibrated eye. Then she co-founded Dune Art Station around a single conviction: that the next generation of collectors just needed to be invited in. At WiW, she is the room's emotional intelligence, the person who knows, from across a space, which piece will stop a stranger cold.
Noel Bassil
Head of Films
He directed his first award-winning short film in 48 hours, which is less about speed and more about a filmmaker who already knows the world he's building before the camera rolls. Sixteen years and over a hundred projects later, from Montblanc to Mohammed Bin Rashid's office, from Hublot to the Arab world's biggest musical stages, his conviction has stayed the same. Every frame is built to earn the next one.
Christopher Abou Fadel
Senior Film Editor
He lives in the space between what was shot and what was meant, finding the film inside the footage, frame by frame. As WiW's Senior Film Editor, Christopher is where the world receives its final emotional architecture: the rhythm, the cut, the held silence that makes everything before it land. When his work is done right, you feel the world and forget he was ever there.
Azad Shaar
Senior Experience Designer
She designs spaces as emotional propositions, rooms that make the people inside them feel like more deliberate versions of themselves. Trained as an interior architect, she treats every physical experience as a conceptual system: where emotion, function, and meaning are built from the same intention, not layered over each other at the end. For Azad, the true measure of a space is simple, what does someone think about on the way home?
Roua Ghaddar
Innovation Consultant
She sits at the point where a brilliant idea meets reality and makes sure reality bends first. Her work spans innovation strategy, talent systems, and project management, grounded in one core belief: the conditions for creativity are themselves a design challenge. At WiW, Roua is the architect behind the architecture, the reason a strange idea finds the team, the structure, and the momentum it needs to become real.
