Karim Anis Yusuf — known simply as Kaz — is an award-winning Executive Creative Director with two decades of experience shaping brands across the MENA. His career spans Cairo, Dubai, and Riyadh, where he has consistently built teams, delivered breakthrough work, and helped companies scale, evolve, and in some cases, get acquired.

In Cairo, Kaz launched Marcom’s interactive division, which grew into Digital Republic. His campaigns for Axe were recognized as category-defining, including Axe Wingman, a Valentine’s Day activation that used original music to connect with young audiences. That body of work caught the attention of Isobar and Dentsu.

In Dubai, Kaz sharpened his global perspective at Leo Burnett, leading bold campaigns for one of the region’s largest telcos, Du. The Digital Fasting initiative flipped the script by urging customers to spend less time on screens — earning credibility, cultural conversation, and a unique competitive edge. At Hug, he raised creative standards with work for Hardee’s that was recognized globally as best-in-class, attracting the attention of AKQA, which later acquired the company.

In Saudi Arabia, Kaz helped launch the Formula 1 Grand Prix in Jeddah, Riyadh Art’s Nour Riyadh festival, and co-created Tasjeelat Durex with VICE — a platform that pulled the brand into music culture in a way it had never been before.

Today, as Head of Creative at Shahid MBC — the #1 streaming platform for Arabs — Kaz has built the in-house creative team from the ground up. He coined Stories Never End, which became the company’s enduring brand tagline, and has led landmark campaigns such as Football Moves Us, Epic Originals: Seal of Impact, and culturally resonant Ramadan storytelling with superstar Assala. These initiatives didn’t just market content; they cemented Shahid as the region’s leading streaming platform, now publicly listed and outperforming global competitors.

For Kaz, creativity isn’t a department — it’s a growth engine. His leadership philosophy is simple: build teams that push ideas further than one person ever could. His work delivers measurable business results while shifting culture and giving brands an edge their competitors cannot replicate.