Some stories begin with a plan. Others, like Carl Boustany’s, are written in uncertainty, transformation, and courage. His journey from a brand strategist in Lebanon to an entrepreneur in France and now a business leader in Dubai is a testament to adaptability, grit, and vision.
The Early Years: Mastering Brand Strategy
Before launching Morph Collective, Carl spent years understanding brands at every stage of their growth. As Brand Manager for Pernod Ricard’s portfolio, overseeing the Lebanon, Syria, and Iraq markets, he successfully executed 360-degree campaigns, including the first-ever Boiler Room event in Lebanon under the Ballantine’s True Music Campaign.
“That role gave me my first hands-on experience in understanding brands—not just their presence, but their entire journey: from inception, maturity, to market expansion. It was the foundation of everything I do today.”
Little did he know, life was about to force him into a transformation far beyond the brands he managed.
August 2020: The Collapse, the Beirut Explosion, and the Leap to France
Lebanon had been in crisis since 2019. The economy crumbled, savings evaporated overnight, and people held onto hope that things might change. But then, August 4, 2020, happened.
“I should have been in my office that day. If I were, I wouldn’t be here today.”
The Beirut explosion shattered buildings, lives, and any remaining illusions of a stable future in Lebanon. In the months that followed, Carl sold his car, closed his bank accounts, resigned from his job, and by October 2020, left for France with nothing but resilience and a need to start over.
Restarting from Zero: Rebuilding in France
France wasn’t a fresh start—it was survival mode.
Carl took any opportunity to stay afloat. Minimum-wage jobs, temporary gigs, enduring the isolation of lockdowns—but within that struggle, he found something else:
“Hitting rock bottom made me rebuild myself, not just professionally, but mentally and physically.”
He immersed himself in self-development, Reiki healing, NLP training, yoga, and a deep dive into digital marketing, e-commerce, blockchain, and digital transformation.
From helping small businesses navigate digitalization, he began to realize a new opportunity:
“France, despite its advancement, was still in need of digital transformation. That’s where I found purpose again—helping businesses modernize their strategies and marketing efforts.”
Morph Collective: The Art of Transformation
In late 2022, Carl took another leap—this time to Dubai, a city built on reinvention, ambition, and constant innovation.
With a newfound mission, he launched Morph Collective, a digital-first agency built around conversion rate optimization, marketing innovation, and brand transformation. Morph isn’t just a business—it’s an ideology:
“Morph is the art of transformation. We don’t just market brands; we evolve them, refine them, and elevate them into the future.”
Today, Morph Collective is scaling rapidly, helping B2B and B2C brands maximize their conversions, marketing ROI, and overall digital presence across the MENA region.
Visionary Ventures: A Podcast, a Mission, a Reality Check
In 2024, Carl soft-launched Visionary Ventures, an online platform designed to challenge modern business myths and spotlight real entrepreneurial journeys. Organically, it generated over 600,000+ views across channels, proving the demand for authentic, unfiltered business insights.
“The world today is filled with digital myths—everyone thinks watching a few YouTube videos or taking an online course will make them a millionaire. But that’s not reality.”
Through Visionary Ventures, Carl sits down with industry leaders, entrepreneurs, and disruptors to discuss the real mental, physical, and strategic work behind success. It’s a platform for solopreneurs who feel lost, helping them navigate the realities of business building in the modern era.
Morph Alter: Bringing Brand Experiences to Life
Carl knew that digital alone wasn’t enough. In a world of hyperconnectivity, brands need to exist offline just as powerfully as they do online.
That’s where Morph Alter was born—an experiential events division that turns digital brand identities into real-world experiences. From corporate activations to product launches, Morph Alter bridges the gap between online engagement and real-life connections.
“Morph Alter brings this vision into the real world—it’s not just about presence, it’s about impact.”
The Moment That Confirmed Everything
Every entrepreneur has that one defining moment where they know they’re on the right track. For Carl, it was a client’s voice, trembling with emotion:
“They called me crying, telling me they had finally achieved their dreams, their goals—because of the work we did together.”
That’s when he knew: Morph was more than a business. It was a catalyst for transformation.
The Future: Big, Bold, and Built for Growth
So what’s next? Expansion, innovation, and transformation.
🚀 Morph Collective is on its way to becoming a leader in brand building across the MENA region, with cutting-edge strategies, AI integrations, and conversion-driven marketing solutions.
🎭 Morph Alter will continue elevating brand experiences, making sure companies don’t just market themselves—they create movements.
🎤 Visionary Ventures will keep educating, disrupting, and empowering the next generation of entrepreneurs.
And beyond that?
“We’re just getting started. Big, bold, fast, human world. That’s the future we’re creating.”
