As Founder and Chief Creative of Red & Co., she builds belief systems crafted with precision and purpose, rooted in the conviction that creativity can dismantle, reimagine, and heal. She comes from a lineage of women who were fierce advocates for Arab women's rights who got Lebanese women the right to vote in 1951, fourteen years before all women could vote in the U.S. Born in Alexandria with indigenous roots in Jaffa & Beirut then raised between Beirut and Toronto, she has spent her life translating between cultures, languages, and belief systems. She calls it her superpower.

She has a Bachelor of Design from the American University in Beirut & a Masters in Mass Communication from VCU BrandCenter.

Her journey started with a Conceptual Art Project about the Power of the Media that caught Dan Wieden's eye. At Wieden+Kennedy, Dan Wieden and David Kennedy, the men behind Nike’s Just Do It, became her mentors. As she later described it: “You get thrown a brief, and suddenly you're filming a TV spot. It was my crash course.”

She made Maria Sharapova into an icon of power & beauty. Her I Feel Pretty campaign won two Gold Cannes Lions and a Gold Effie and is considered one of the best sports commercials ever made. Body Parts, a breakthrough campaign, went straight for the shame society puts on women’s bodies and instead celebrated the body women shape through sport. CNN covered it. The New York Times covered it. Good Morning America covered it. It also got over 300 million media impressions.

In 2009, she helped build The Girl Effect for the Nike Foundation then launched a short animated film at Davos, one of the most powerful rooms on earth. The premise was a fact so staggering it should have already changed the world: girls receive less than two cents of every development dollar, yet reinvest 90% of their income back into their families. The film triggered a wave of funding for girls' education and healthcare across the Global South, won TED Ads Worth Spreading, and put women on the agenda at Davos for the first time.

Fifteen years later, its impact is still felt.

She led Travel Oregon at Wieden+Kennedy from 2003 to 2011, positioning the state as a destination for dreamers in food, sustainable agriculture, wine production, sports & the outdoors. Tourism spending grew from $6.5 billion to $9.9 billion. Trips tripled, from 603,000 to 1.8 million. 

She also shaped campaigns with LeBron James and Yao Ming for Coke at The Olympics, with Roger Federer and Rafael Nadal for Nike at the U.S Open, with Ronaldhino with Nike to bring youth into the sport in the U.S, with Ana for Nike Mexico first running campaign, and with the Women's National Team to put them on the map before anyone cared about women's sports.

In 2011, she left. As she said in her ADCOLOR acceptance speech: “I spent a decade in an industry that never saw me. So I created my own company as an experiment, to see if I could make room for myself and others, to create a world I knew could exist.”

Red & Co. is that experiment. Independent, female- and minority-owned, constitutionally incapable of doing things the way they've always been done. Which turns out to be its greatest advantage.

With Google, she created Made with Code with the goal of getting one million girls coding & into tech; within six months she had five million then becoming a permanent program at Google. She defined Netflix's global brand strategy and created Make Room, their most successful brand campaign from an earned media perspective generating 9.5 million organic impressions. For Lululemon, her strategy, Take Yoga Off The Mat, turned a single-sport brand into a global lifestyle force, doubling revenue from $2 billion to $4 billion in four years and making Lululemon the second-fastest growing brand for Gen Z across all categories. Most recently, she created Yamaha's most successful brand campaign performing 10x more efficient than the benchmark.

Her clients today span Fortune 500 companies, cultural institutions, and sovereign entities — nations building their brand for generational impact. She has been honored as an ADCOLOR Change Agent, an Inc. Magazine Top 100 Female Founder (recognized as the only female Arab-immigrant creative agency founder in the U.S.), an Adweek Creative 100, Ad Age Woman to Watch, Campaign US Female Frontier and Purpose Pioneer, and Portland Advertising Federation Ad Person of the Year. Her work has won Gold Cannes Lions, Gold Effies, D&AD Pencils, Webbys, TED Ads Worth Spreading, and Clios.

She serves on the board of the Dubai Institute of Design and Innovation, a partnership between MIT and Parsons. She speaks Arabic, French, and English. She has three daughters,  multiracial, multiethnic, multilingual, who are, she says, her most important work and her greatest teachers.

With all her incredible recognition, she will tell you: none of it compares to work that changes something real. A mind. A policy. A life.

“I come from places this world has not always been kind to. I have survived war, more than once. What that teaches you is that dignity is not a luxury. Freedom is not negotiable. Self-determination is the whole point of being alive.”