Campaign’s Creative Faces to Watch 2020 – Fatima Yehia, Senior art director, Isobar
Age: 29
Asmaa Yehia, Senior Creative Director, Isobar MENA: Fatima is a senior art director, with a prospect for growth and promotions in the biggest digital advertising agency in Egypt and one of the strongest networks in the region. Fatima has experience in two of the biggest advertising agencies in Egypt: FP7 and JWT. Since she joined Isobar three years ago, she’s been combining her knowledge of both worlds, offline and digital advertising, to produce outstanding work, manifested in her contribution in the award-winning campaign (it won two Silvers at the Effies) for Close Up, Don’t let her fly away.
Career highlights
After graduating from fine arts school, I’ve worked as graphic designer at FP7 Cairo for three years, which gave me the opportunity to work on global and local brands such as Coca-Cola and Palm Hills. After that, I worked as art director at JWT Cairo, which also taught me a lot about big campaigns and productions.
Since I’m interested in digital advertising and its fast impact I decided to join Isobar three years ago, where I had the opportunity to witness and be part of the rise of digital advertising in Egypt. My learnings and efforts as a senior art director at Isobar awarded me and my team with two Silver Effies last year, for our work on Close Up’s campaign Don’t Let Her Fly Away.
Guiding principles
I had the opportunity to learn from the best creative directors in Egypt, and I have three main mottos:
- Always be receptive of new ideas (the old ways are not always the best ways);
- You can never stop learning (Like, Never!! sadly);
- Hard work is key but a lot of energy is wasted in this field; you have to remind myself to work smart all the time and not get personal.
Dream job
If I’m not working in advertising I’d like to be a food critic.
Side hustle
Illustration is my passion I use it a lot in my work and to express myself in personal projects. I also love cooking.
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