Sometimes, the best paths in life are accidental. For Adham Abdullah, a creative director at Liwa Content, his journey from studying accounting to becoming an award-winning advertising professional was exactly that, unexpected but life-changing.
Adham Abdullah admits he hated accounting. His cousin, a copywriter, suggested he try copywriting. At the time, he did not even know what copywriting was, but when he took a few tests, he immediately felt a difference. He was not forcing it. He was having fun. That moment marked the beginning of a remarkable career that would take him from Syria to Dubai, pushing boundaries and creating award-winning campaigns.
A New Beginning Fueled by Passion
Growing up in Syria, Adham had never left his country in 24 years. The world of advertising was foreign to him, but Egyptian advertising especially caught his attention and sparked his curiosity. He says it was his gateway. The creativity and storytelling captivated him, offering a contrast to the rigidity he felt in his accounting studies.
His passion for copywriting grew quickly, setting the stage for a professional journey full of challenges and triumphs.
Starting Over in a New Land
In May 2011, Adham took a huge step when he moved to Dubai and joined Percept Gulf, a well-known advertising agency (Liwa Content.Driven). He remembers being suddenly in a new country, a new city, and surrounded by strangers. The company had around 50 employees, but only two of them spoke Arabic, including him. His English was limited, and the cultural shift was intimidating.
Yet, this discomfort became a catalyst for growth. That initial struggle pushed him to learn and adapt quickly. It was the beginning of his real development. Through hard work, perseverance, and an eagerness to grow, Adham Abdullah overcame language barriers and cultural challenges.
Winning Awards and Fighting for Ideas
Adham’s creativity and determination soon began to pay off. Over the years, he contributed to projects that earned him prestigious awards, including Cannes Lions and D&AD. But what stands out most to him is winning a bronze at Dubai Lynx, a recognition he holds close to his heart.
He explains that the award meant a lot because it was for a project he created from scratch. The campaign, called Hearing Trade, was something he fought for over two years to bring to life. It reflects his commitment to pushing creative boundaries and standing firm on his ideas, even when the process was tough.
From Junior Copywriter to Creative Director
Adham’s rise through the advertising world was anything but easy. It took years of hard work, learning, and adapting to different challenges. Today, he is a creative director at Liwa Content, where he leads major campaigns and nurtures new ideas. He describes his journey as a rollercoaster 15-year experience, but every step has shaped who he is today.
His role involves not just creating compelling content but inspiring his team to push creative limits and produce work that connects emotionally with audiences.
Lessons Learned: Do Not Judge Too Quickly
One of the most important lessons Adham shares is about judgment, both in life and in the creative process. He advises never to judge a person or situation based on someone else’s opinion or experience. Looking back, he realizes this wisdom could have saved him from many mistakes and unfair assumptions.
This advice extends to advertising projects as well. Sometimes, the final ad that reaches the world is very different from the first draft. The creative process is full of revisions, compromises, and evolution before the final version emerges.
Championing Authenticity and Arabic Culture in Advertising
Adham’s passion goes beyond just creating ads. He wants to change the advertising landscape in the UAE and the Middle East. He says he wants Dubai and the UAE to feel more authentic and real in the advertising world. One of his goals is to elevate Arabic language and culture in advertising, giving them the respect and attention they deserve.
He wants to be remembered as someone who stood his ground, fought for his team, and was not afraid to speak up. Above all, he believes in the power of feelings. In advertising, emotion is not a nice-to-have; it is the point.
Advice for Aspiring Creatives
For those dreaming of a career in advertising or creative fields, Adham offers encouraging words. He advises being patient, opening up, and not letting your comfort zone get too comfortable. His own journey shows that discomfort and challenges are often the best teachers.
He believes that success comes when you are willing to take risks, embrace new experiences, and never stop learning. For Adham, passion and persistence have been the keys to turning his accidental start into a fulfilling career.
The Road Ahead
Looking forward, Adham is excited to continue leading innovative campaigns that not only win awards but also resonate deeply with audiences. His story from a young man unsure about his future to a creative leader shaping the future of advertising in the region is a testament to resilience, courage, and the power of following your passion.
Adham’s journey reminds us that sometimes the best career paths come from unexpected places. His story is a powerful example of how determination, creativity, and staying true to your beliefs can open doors to incredible opportunities.
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