Campaign’s Creative Faces to Watch 2025 – Sherif Abbassy, Senior Social Media Executive, Umami Communications

Campaign’s Creative Faces to Watch 2025 – Sherif Abbassy, Senior Social Media Executive, Umami Communications

Age: 29

Nominated by Bianca Diaz Bates, Head of Creative:

Sherif is the quiet powerhouse of the team. He obsesses over the details most people wouldn’t even notice, and that’s exactly what makes his work so beautiful. He brings this sense of elegance and poetry to everything he creates, turning content into actual art. And it’s not just pretty—it performs. Sherif has delivered viral work that’s cut through the noise, and not by luck, but through his relentless dedication to craft. He’s become such a steady, driving force behind the work we’re proudest of, and the team wouldn’t be the same without his calm, thoughtful, creative energy.

Career highlights

Sherif Abbassy is an Egyptian social media strategist and content creator based in the UAE. With a background in Computer Engineering, he transitioned into digital media, building a career that spans over seven years. Before moving to the UAE, he launched two Egyptian card games that transformed the local market, pioneering a full e-commerce model. Currently at Umami Comms, he has spearheaded social strategies for top F&B brands like Il Ristorante – Niko Romito, Salmontini and Lazy Cat, developing engaging brand narratives. His most recent and proudest social venture is bkry, the viral Dubai-born bakehouse that has transformed artisan pastry culture and set a new benchmark for authentic and organic viral content creation for brand launches in Dubai.

Guiding principles

My guiding principles are rooted in creativity, authenticity, and continuous learning. I focus on changing the narrative, pushing boundaries, and staying true to my core beliefs and Arabic background. I strive to create innovative content that challenges conventions, honours my heritage, and ensures authenticity and relevance in every project.

Side hustle

My side hustles involve helping entrepreneurs and fellow social media execs back home with their work while also focusing on my own ventures. I’m exploring ideas for a new project tailored to my new hometown, Dubai, aiming to bring a unique twist to the local market.

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