Day by Day

In collaboration with PUMA Morocco , I created a highly social, short-form “This or That”  video with football legend Essam El Hadary , designed to feel native to internet culture while celebrating a true icon of the game. The format was intentionally simple and playful, allowing personality, and chemistry to drive engagement. By placing a legend inside a creator trend, the content bridged generations of fans across Morocco, Egypt and the world. The video reached millions of

At World Football Summit Rabat , I spoke on behalf of FIFA  about the importance of digital content and creator-led storytelling in modern football. Alongside the speaking role, I created a short-form promotional video set inside the official Moroccan Football Federation (FRMF) Museum , using movement and culture-first storytelling to connect football heritage with the future of the game. The project blended industry thought leadership  with creator-native execution , making

Invited by Al Qadsiah FC , I travelled from the club’s home city to Jeddah  to document their journey to the King’s Cup Final , with a clear creative objective: to translate Saudi football culture for a Western, English-speaking audience. Rather than focusing solely on the match itself, the project explored the roots  of Saudi football — its people, rituals, emotions, and meaning — offering an on-the-ground perspective that challenges common stereotypes and surface-level narr