Writer, Cultural Consultant, Creative Director, Behavioural Strategist
I make things that change how people think and act.*
*I change this often so I don't calcify. Worth checking back.
Work
Design, strategy, and direction of influence campaigns and psychological operations. For governments and institutions who understand that the most effective communication does not feel like communication. Culturally precise, analytically grounded, built to generate real behavioural change.
Consulting for institutions, governments and brands that need to understand the Middle East and North Africa, operate within it, or shift how people in it think and behave. Regional strategy, behavioural change design, and cultural intelligence built on years of access.
Leading creative strategy for behavioural change campaigns. Cross-cultural, data-informed, human-centered.
Writing a climate series for Earthrise Studio, hosted by Kal Penn. Making climate urgent and accessible.
Details on request.
Writing
A newsletter about the stories we tell ourselves, and the ones told to us.
Substack ↗Expertise
- Creative Direction
- Behavioural Strategy
- Narrative Development
- Brand Positioning
- Campaign Design
- Nudge Design
- Policy Communication
- Cross-Cultural Programs
Book as Speaker
I've spent years inside governments, campaigns, and crisis rooms across the Middle East; advising, writing and watching how power actually moves. I talk about all of it: the politics, the psychology, the language, the culture, the gap between what people say publicly and what they're actually doing. I do this with the frankness of someone who's been in the room, and the discretion of someone who intends to be invited back.
I speak on politics and the MENA region, behavioural change and psyops, language and pop culture, and everything that lives between those things. I'm a citizen of several worlds and claim none of them as home, which means I can talk to almost any room and make it feel like I'm talking about them specifically. Because I usually am.