Campaign’s Creative Faces to Watch 2023 – Yasmine ElAshry, Art Director, Leo Burnett Dubai
Age: 30
Nominated by Natasha Maasri, Executive Creative Director, Leo Burnett Dubai:
If there’s one person who exemplifies hunger and drive, I think Yasmine would be the perfect person. Her energy is quite contagious. She’s been exceptional in terms of dedication. She also has a knack for experimenting and not stopping at the first idea, or second, or third for that matter. She likes to push ideas beyond what’s possible and treading new paths, which is a quality that is much needed in the advertising world. She’s also a very approachable person who listens to and accepts different views with high tolerance for feedback as well. I keep hearing about fresh proactive ideas she’s pitching to different clients which serves to show what kind of creative she is and what kind of goals she’s after.
Career highlights
Yasmine is an award-winning young Arab creative with an Interior Architecture background. Her work has been recognized with wins at D&AD, The One Show, Loeries, Dubai Lynx, New York Festival, The Caples and more. She has recently won Silver at the Young Lynx in 2023 and has been recognized by The One Show among the top designers in MENA and Africa.
Yet, to her, the most important achievements were being told by some of her leaders, that they see a true creative leader in her, based on how she brings people together and excites them to create meaningful work for brands.
This comes from her professional upbringing having worked with teams across different countries and continents, that has allowed her to expand her knowledge and widen her perspective.
Guiding principles
Empathy, Respect and Faith.
With these 3 principles everything, is paved, it gives you enough kindness to act, enough space to listen and learn, and mostly lots of persistence to turn things around and believe whenever it gets harder.
Side hustle
Art is her meditative tool. She was lucky enough to co-exhibit her visual illustration and her painted pieces at the Dubai Design Week.
She has also done so in Egypt with amazing artists, exploring mental disorders visually, to shine the light on the unspoken topic of mental health in Egypt.
Currently, Yasmine is working on her Vers Libre book with Alkarma publishing house, where she’s writing and illustrating every piece for it. The book discusses and tackles the conversation around the challenges a human being passes through growing up, and the journey of finding one’s true self away from stereotype and society.
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