Campaign’s Creative Faces to Watch 2026 – Nesma Kassem, Senior Copywriter, U Experience Dubai
Campaign’s Creative Faces to Watch 2026 – Nesma Kassem, Senior Copywriter, U Experience Dubai
Age: 29
Country: United Arab Emirates (UAE)
Nominated by Vijay Simon, Chief Creative Officer:
Nesma is the kind of creative every modern agency needs; she’s sharp on strategy, grounded in human truth, and relentless about making the work unboring. She looks for the real tension underneath the brief – the behaviour, the belief, the friction – and builds from there with clarity and intent.
She leads projects end to end, creatively and strategically, understanding that an idea isn’t finished when it looks good but when it works in culture.
What sets her apart is her extreme ownership. She stays focused under pressure and challenges safe thinking. She raises the standard of the work around her through consistency, discipline, and a genuine commitment to craft. She’s someone I trust with the briefs that matter most.
Career highlights
I’m a Senior Creative Copywriter with over seven years of experience in advertising, shaped as much by discipline as by talent. I’ve learned that talent alone isn’t enough. In this industry, instinct needs structure and ideas need endurance. For me, creativity is about staying with an idea long enough to refine it, challenge it, and make it exceptional. It’s about craft, consistency, and doing the hard work behind the scenes. Talent may spark the first thought, but discipline is what turns it into a powerful idea.
Guiding principles
I believe creativity thrives in collaboration. The best work is shaped by many perspectives and strengthened through honest dialogue. Every voice matters, from the junior to the senior person in the room. When people build together, ideas gain depth and clarity. That energy is what makes the process meaningful and rewarding.
Side hustle
Outside advertising, I practise Vipassana meditation and yoga. Both demand focus, discipline, and presence. I journal consistently and read philosophy, habits that sharpen my thinking and keep me intentional in how I live and create.
Go back to main article: Campaign’s Creative Faces to Watch 2026
