Hi!
Hi, I’m Sally, an Egyptian-Canadian creative producer, director, and consultant working across photography, film, and creative strategy. I collaborate with brands, artists, and talent to bring ideas to life through thoughtful visual storytelling. My work sits at the intersection of fashion, sport, streetwear, and culture, producing campaigns, editorials, and cultural activations globally.
As a producer, I oversee the full process - from building the right team and finding the perfect locations to managing timelines, budgets, and production logistics. I’m deeply involved in the creative process while making sure everything runs seamlessly behind the scenes.
Alongside my production and consulting work, I have founded and curate Out of Office Creative Retreats in Morocco, bringing female creatives together to slow down, connect, and grow creatively, both personally and professionally.
Beyond production, I also advise brands on strategy, research and development, and consumer insight, helping create work that feels culturally relevant and intentional. My work is about connecting people, culture, and ideas to create projects that resonate beyond a moment in time.
SELECTED BRANDS
ATHLETES / TALENT
Achraf Hakimi, Alexandre Mattiussi, Alica Schmidt, Cirque Du Soleil, Gianluigi Buffon, Gianmarco Tamberi, Giveon, Lewis Hamilton, Jamal Musiala Liv.e, Max Verstappen, Memphis Depay, Mia Regan, Mr. Doodle, Olivier Giroud, Pierre Gasly, Quannah Rose, Rhuigi Villaseñor, Ringgo, Romeo Beckham, Rudimental, Valterri Bottas
LOCATIONS SHOT
EUROPE: Adria, Barcelona, Berlin, Bologna, Denia, Gioia del Colle, Kiev, Leipzig, London, Milan, Munich, Nice, Nurnberg, Paris, Puglia, Reggio Emilia, Salento / MIDDLE EAST + AFRICA: Agadir, Agafay Desert, Cape Town, Casablanca, Dubai, Johannesburg, Marrakech, Rabat, Taghazout / NORTH AMERICA: Austin, Banff, Halifax, Joshua Tree, Los Angeles, Malibu, Miami, Montreal, New York, Palm Springs, Toronto
SPEAKING ENGAGEMENTS & PRESS
July 2023 - Mille World - article
July 2023 - Traveller Scene - article
December 2023 - Mille World - article
November 2023 - Threesixfive Halifax, Canada - interviewed by Dave Culligan about my career and journey as a creative producer and entrepreneur
November 2023 - Istituto Marangoni Miami - interviewed by Matthew Growney about brand collaborations
February 2024 - Mille World newsletter curation
February 2024 - The Narrative Community - moderated first live event in the Unscripted series with Danielle Rhoads Ha - The New York Times & Alexandra Jones - The Evening Standard
February 2024 - Okay Africa - article
March 2024 - Istituto Marangoni Miami - interviewed by Matthew Growney about brand collaborations
May 2024 - IG Live with Okay Africa
June 2024 - Featured in Futsol in partnership with Where is Football
September 2024 - Creative Business Essentials 101 Online Workshop: an introduction to negotiating, pricing and networking
October 2024 - InStyle Germany Magazine (print)
November 2024 - Mille World - article
December 2024 - Okay Africa - article
December 2024 - Creative Business Essentials 101 Online Workshop: an introduction to negotiating, pricing and networking
January 2025 - Creative Business Essentials 101 Online Workshop: an introduction to pricing to the Ladies Wine & Design Network in Nurnberg, Germany
March 2025 - Featured in Okay Africa - article
March 2025 - Featured in Seekable
May 2025 - Creative Business Essentials 201 Online Workshop: an introduction creative treatment building and production planning
May 2025 - Featured in ANFAS
January 2026 - Featured in Okay Africa - article
January 2026 - Featured in Season Zine
February 2026 - 1-54 African Art Fair - Marrakech, Morocco - Moderated a discussion between artists Hassan Hajjaj and Mous Lamrabat, exploring how nostalgia, heritage, and cultural memory shape their work, and how they create immersive worlds through creative direction and visual craft.
February 2026 - Featured in NATAAL
