Sanaa Azzi’s career journey is a testament to the power of passion, resilience, and the ability to seize unexpected opportunities. Her story is one of transformation and inspiration, from her roots in law to becoming a trailblazing media producer. Azzi’s unwavering commitment to authenticity, innovation, and creativity has shaped her path in the entertainment industry, and her success continues to inspire countless others.
The Unexpected Moment That Changed Everything
For Sanaa Azzi, the turning point in her career came when she least expected it. A friend who had previously assisted with her master’s documentary in communication recommended her for a reporter/segment producer role. Though she had initially pursued law, her true passion had always been communication and media. That unexpected opportunity set her on the path to the showbiz industry, proving that sometimes, the right people come into your life at the perfect moment to open doors you never imagined possible.
‘I just had to be ready to grab the opportunity when it came,’ Azzi reflects. Storytelling had always been at the heart of her passion—whether through writing, theater, or visual creation. However, her early decision to study law was influenced by her father and her appreciation for structure and critical thinking. Over time, she realized her true calling lay elsewhere and took a bold step toward it, pursuing a master’s degree in communication. It was this daring shift in direction that ultimately led to the opportunity that changed everything, proving that following one’s passion, even later in the journey, can open doors to unexpected success.
Shifting Gears and Finding Her True Calling
The transition from law to communication wasn’t easy, but it was necessary. Azzi felt a deep sense of fulfillment the moment she started working in media. It wasn’t just about creating content; it was about connecting with audiences on a personal level through powerful stories. The blend of creative vision and structure became her greatest strength. She found her place in the world, and that’s where she’s stayed, continuing to push the boundaries of what’s possible in the media and entertainment world.
Founding Highways Arabia: A Milestone Achievement
One of the major milestones in Sanaa Azzi’s career came in 2010 when she co-founded Highways Arabia with her partner, Caline Nassif. The independent, female-led company was born out of the partners’ desire to create state-of-the-art content without compromising on quality. Despite the challenges of a competitive and often tough industry, Highways Arabia thrived and quickly became known for producing groundbreaking content.
Azzi’s pride in her work is evident. “Founding Highways Arabia was a turning point,” she says. “It wasn’t just about creating great work—it was about creating something meaningful and impactful in an industry that’s constantly evolving.” The company’s success didn’t just lie in its creative output, but in its ability to remain authentic in an industry where trends are often short-lived.
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From Content Producer to Executive Producer
Azzi’s breakthrough moment came when she was recommended for the role of reporter/segment producer on a social talk show. Despite being a full-time employee at a prestigious university at the time, Azzi didn’t hesitate to dive into this new opportunity. After proving herself on the show, she quickly rose through the ranks, eventually becoming the editor-in-chief. From there, Azzi moved from content producer to executive producer on mega shows—all before turning 30.
The real challenge, however, came when Azzi and Nassif launched Highways Arabia. Suddenly, Azzi was no longer just a competent producer—she was negotiating deals, securing funding, and making executive decisions in a highly competitive environment. “Independence in this industry comes at a price, but it’s a price worth paying,” Azzi reflects.


El Ghaleb Ghaleb: A Game-Changing Reality Show
One of Azzi’s latest creative achievements is the reality show El Ghaleb Ghaleb, which she created and produced through Highways Arabia. The show became Yango Play’s first unscripted original and was a huge success. Azzi and her team worked tirelessly to craft a reality show rooted in authenticity, cinematic storytelling, and real narratives, rather than sensationalism.
When El Ghaleb Ghaleb won Best Unscripted Original of the Year at Broadcast MENA Pro, it was a clear sign that audiences were ready for content that wasn’t just flashy but deeply authentic. Azzi’s commitment to quality storytelling and realism paid off, proving that substance can resonate just as much—if not more—than spectacle. All it takes is the right approach and a client willing to take the leap.
Redefining Content Creation and Storytelling
For Azzi, content creation isn’t about following the conventional formulas—it’s about shaping new ones. She believes the industry often plays it safe, recycling ideas rather than pushing boundaries with original and bold storytelling. Her mission is to challenge the cycle of imitation and bring forth content that sets trends, not follows them.
“I like to tell stories that spark real conversations and contribute to rethinking our societies for the better,” she says. “Bold storytelling, grounded in emotion and reality, is what creates lasting impact. It’s about challenging the status quo and offering audiences something truly new and different.”
Azzi’s vision for the future remains ambitious. She is already working on new projects aimed at elevating Arabic content with universal appeal. ‘2025 will be a pivotal year for us,’ she says confidently. ‘We’re not just creating content; we’re pushing for a diversification of styles and visions in the region, expanding the way stories are told and experienced.
Navigating Challenges and Setbacks
Every successful career comes with its challenges, and Azzi’s journey has been no exception. She believes that setbacks are a natural part of the process but the key is to keep moving forward. “I’m not a fan of dwelling on setbacks,” she says. “The only real option is to pull yourself together and move forward. There’s no rewind button, no exit route—just the next step.”
Azzi’s biggest setback wasn’t a professional mistake, but rather being too lenient with a client who didn’t pay their dues, causing a temporary financial strain on the company—one they ultimately overcame. However, the experience taught her valuable lessons about business and boundaries. ‘Business isn’t just about creating great work,’ Azzi reflects. ‘It’s about recognizing when to set limits, when to make the tough call, and ensuring that your time and energy are invested in the right places.’
The Real Meaning of Success
Over the years, Azzi’s understanding of success has evolved. Initially, success meant proving herself—climbing the ranks, delivering exceptional content, and gaining recognition in the industry. But now, success to Azzi is about impact and longevity. “Success is about creating meaningful work, having the freedom to choose projects that align with your values, and working with people who share your vision,” she explains. “It’s about staying true to what got you here in the first place.”
Azzi encourages others to trust their instincts, separate passion from negotiation, and maintain strong boundaries. “Stay fearless, stay kind, but don’t waste energy worrying about what people say when you’re doing the right thing for you,” she advises.
Building a Lasting Legacy
For Azzi, legacy isn’t just about the projects she’s created. It’s about the mindset, methodology, and life lessons she imparts to those she collaborates with. “Hard work with purpose, creativity with clarity, and success without losing yourself along the way,” she says. “That’s the legacy I want to leave behind.”
As Azzi continues to break new ground in the media industry, her vision is clear: to create authentic, innovative content that leaves a lasting impact, while staying true to herself and her values. Her journey is a powerful reminder that success is not just about achieving your dreams but also about helping others along the way and leaving behind a meaningful human legacy.
Sanaa Azzi’s story proves that with passion, resilience, and the courage to embrace change, anything is possible. Do follow her on Instagram.