HELLO. I AM CIARS
A GLOBAL ECD, BASED IN DUBAI.
THE WORK
SOME OF THE FORMAL STUF FIRST
Currently ECD SRMG LABS. The creative Agency as part of the SRMG group.
Creating culturally empowered award-winning work while building out the creative agency offering of SRMG labs. From process to creative excellence, our mandate is simple. To look at everything differently and reinvent for a world that is constantly changing.
Just under 7 years with VICE Media Group.. Founding Head of creative. 1st employee in the region, tasked with building out both VICE Arabia and VIRTUE Worldwide to where it is today with a body of award winning work that defines culture.
Previously ECD Middle East, Africa, Asia @Vice Arabia & VIRTUE The Agency By VICE.
A LITTLE
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ABOUT ME…
Currently building one of the region’s most sought-after creative agencies. As Executive Creative Director at SRMG LABS, I lead a mandate grounded in a simple belief, to look at everything differently and reinvent for a world that is constantly changing. Since joining in 2024, I’ve helped build one of the region’s most ambitious creative teams, winning Gold Cannes Lions in our first year, ranking 5th globally in-house agency and 4th in MENA at Cannes Lions, and being named Creative Team of the Year at the Athar Festival. Previously, I was the founding Executive Creative Director of VICE Arabia, launching the brand and agency with the Grand Prix-winning documentary Bil Arabi. I set the creative tonality and ambition of the business, building an award-winning body of work across music, culture, and entertainment. During this time, I launched the region’s most progressive women’s content platform for Unilever at a moment when conversations were still conservative, and oversaw the globally renowned Coca-Cola Creations project.