DUBAI, UAE // When she first graduated with a degree in Mass Communication and Broadcasting, she was asked, “What’s next? What will you do now?” And she had no clue.
Shereen loved writing, cinematography, anchoring, editing, directing, and everything related to film production equally, but she had no idea where to begin. The answer eventually became obvious: become a producer. It was the one profession that would allow her to be part of every stage of the creative process, bringing all those disciplines together while leading them toward one shared vision.
After ten years at Leo Burnett Cairo, one of the Middle East’s leading creative hubs, Shereen took over the Production Department at Leo Burnett Dubai. From there, her journey within Publicis Communications and Publicis Groupe began, leading major regional campaigns, driving the integration of the production function across the Groupe, and expanding its role to support multiple global projects in collaboration with Publicis Groupe’s international agencies for brands including Mercedes-Benz, Infiniti, Coca-Cola, and many more.
More than two decades into her career, Shereen now leads the Production Practice across Publicis Groupe Middle East & Gulf, driving production excellence, innovation, and the continued expansion of the Groupe’s production capabilities at scale. She has been fortunate to work alongside some of the industry’s most respected creative leaders, who helped shape her creative taste, eye for craft, and pursuit of excellence. Equally influential was the opportunity to learn from outstanding strategy and communication leaders, giving her a deep understanding of clients’ businesses, objectives, and ambitions, and enabling her to become a true strategic partner in delivering meaningful and impactful work. Throughout her career, Shereen has partnered with over 80 global and regional brands across 20+ industries, delivering award-winning work spanning FMCG, Food & Beverage, Telecommunications, Banking & Finance, Automotive, Technology, Retail, Entertainment, Government, Aviation, Energy, Real Estate, Sports, Luxury, and beyond.
Over the years, Shereen has led multi-million-dollar productions across more than 26 countries, collaborating with internationally renowned celebrities, musicians, athletes, and world-class creative talent. Having delivered over 4,000 campaigns with a cumulative production value exceeding $200 million, she has built a career defined by exceptional craft, trusted partnerships, and iconic work that continues to leave a lasting impact. Her deep understanding of the diverse cultures across the Middle East, the GCC, and international markets, combined with two decades of experience in the advertising industry, has enabled her to consistently add value far beyond the traditional role of production. She believes that understanding people, cultures, and audiences is just as important as delivering exceptional craft.
Through strong strategic partnerships with platforms such as Facebook, TikTok, and Shahid, Shereen has continued to create, lead, and produce branded entertainment that has stood out across the region. The Road to Mecca for the Mercedes-Benz G-Class and the renowned reality show “Al Ferenga” remain among the standout examples of this work. Shereen has also led the production of numerous high-profile, award-winning campaigns, including “du tuesday” and “Post Wisely” for du, “Wasn’t Me”, “How to Grow Rich During the Pandemic”, and “I Will Survive” for Emirates NBD and Dubai Police, The Guinness World Record-breaking “Flight of Tolerance” for Emirates Airlines, “The Homecoming” and “The Creature” for Home Centre, “The Hidden Room” for Home Box, “ProtecTasbih Journey” and “Let It Fly” for Saudia, “The Protective Rhymes” and “The Missing Beat” for Anghami, “The Greatest Indian Dunk” and “Jump” for the NBA, “Ruby Blooms” for NANA, “Taste the Familiar” for McDonald’s, “Heinz Trade-Up”, and many other campaigns celebrated at the world’s most prestigious regional and international award shows.
The true measure of success is never the awards themselves, but the impact the work leaves behind. The awards simply became a consequence.
Throughout her career, Shereen has contributed to an exceptional number of award-winning campaigns across Publicis Groupe and its agencies, with work recognized at Cannes Lions, Effie Awards, Dubai Lynx, The Loeries, The Clios, D&AD, The One Show, LIA, and many other prestigious regional and international festivals.
Shereen has consistently championed proactive, purpose-driven work that has earned both regional and global recognition, helping build a strong culture of creative excellence and a winning strategy across the Groupe. Under her leadership, the Production Practice grew from 70 awards in 2022 to 187 in 2023, followed by an outstanding 269 awards in 2024, 175 moments of global recognition in 2025, and 7 awards in 2026 so far. Today, the Practice proudly represents 17 producers across 7 agencies, operating in more than 26 countries and recognized with over 713 international awards. Creating one of Egypt’s most memorable music hits for Mobinil/Orange, “Always Together”, remains one of the defining highlights of Shereen’s career. Alongside the iconic Melody TV campaigns, “Melody Tatahadda El Malal” and “Araby Om El Agnaby”. Equally unforgettable is the globally celebrated “Wasn’t Me” campaign for Emirates NBD.
She believes there is no greater feeling than creating something that becomes part of people’s lives and memories. For Shereen, music is a universal language capable of shaping emotions, behaviors, and culture in extraordinary ways. Her passion for creating meaningful work that drives real social impact has always remained one of her highest priorities. Campaigns such as “The Missing Beat” for Anghami and “Fear” for Dossy Bikes reflect her belief that creativity should not only entertain but also inspire positive change.
Her pursuit of craft and creative excellence has consistently distinguished her work. Throughout her career, her productions have been shortlisted and awarded across the industry’s most prestigious international competitions, earning multiple Grand Prix honors, over 130 Dubai Lynx Awards, more than 100 Effie Awards, 23 Cannes Lions, and numerous recognitions across D&AD, LIA, The One Show, The Clios, The Loeries, and many other global festivals. Shereen has also been invited to serve as a juror at some of the industry’s most respected international award shows. She was a D&AD Judge in 2021, 2022, and 2024, an Executive Jury Member at CICLOPE in 2023, a Cannes Lions Juror in 2024, and a Clio Sports Juror in 2026.
She believes that every producer should first and foremost be a great storyteller, someone capable of producing anything and transforming it into outstanding work. The format, scale, or budget should never define the quality of an idea. Content has always been king, and it always will be.
“One great idea, brought to life by a few talented people who are truly committed to creating something meaningful, can always create magic.”
In Shereen’s own words:
“You shine brightest when you help others learn, grow, and shine. That perfectly summarizes my work philosophy. Art is a universal language capable of shaping emotions and influencing behavior in extraordinary ways. Language and culture are never barriers; that is the true power of creativity. I will always look for work that genuinely touches the heart, reaches the soul, and inspires the next generation of talent to grow, thrive, and become even better than we ever were.