Campaign’s Creative Faces to Watch 2020 – Carine Abou Jaoude, Senior graphic designer, Momentum MENA

Carine Abou Jaoude, Senior graphic designer, Momentum MENA

Age: 25

Jon Marchant, managing director, FP7 McCann Dubai: Carine is the answer to the question: what do you get when you combine passion, discipline, craft, positivity and a love for status quo-challenging ideas? With clients like Etisalat, Yas Island, Azizi, Abu Dhabi National Insurance Company and Subway under her belt, this young lady is a fearless thinker, thoughtful designer and a talented creator. She modernised ADNIC’s corporate identity and social content, overhauled Azizi’s visual language, added a playful spark to Subway’s Sub Rolls, competed as a Young Lion, and helped crack daring ideas for Red Bull, ADNIC and Yas. Carine is more than a designer, she’s a force. And she loves puns.

Career highlights

I think the highlight of my career is starting at a young age, which made me grow. I come from a family with an advertising background. I used to watch my dad create and shoot films from a very young age, which made me mesmerised.

I knew exactly what I wanted. I graduated when I was only 20 years old and I flew straight to Abu Dhabi for my internship with M&C Saatchi. Shortly after, I started working with Impact BBDO for two years. And I have been on a beautiful journey with Momentum ever since.

Guiding principles

My sister has always been my guiding person. She always tells me: “Know what you want and be the best at it.” This is what led me to where I am today.

Dream job

I wouldn’t think twice. Event planner. I like to be on the go. I like creating stuff that makes people happy. I love colours. Kiosks. Disney themes. Wedding themes. Birthday themes. I like creating lasting memories for people.

My dream goal was to have a small event company with my sister. But living in different countries doesn’t really help (she has started one now, though). One day I will be an event planner during the weekend and an advertising creative during the week.

Side hustle

I have a small Instagram page for custom cake toppers. That’s my way of taking baby steps in the event business. When that happens, it’ll be the cherry on the cake.

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