Shereen Mostafa
- Head of Production
- United Arab Emirates
- Member since 2020
When she first graduated from Mass Communication and Broadcasting, she was asked: What’s next? What will you do now? And she had no clue! Shereen loved writing, cinematography, anchoring, editing, directing and anything related to film production, equally, but had no idea from where to start! The absolute answer for this was: Become a producer. The only person who can get the chance to be part of all those professions and plan them altogether.
After 10 Years at Leo Burnett Cairo’s office, the leading hub of creativity for many years in the Middle East, she took over Leo Burnett Dubai's Production Department, and from there her Groupe Integration within Publicis Communications has started, leading on main regional campaigns, and growing the function to lead on multiple global projects with Publicis Groupe’s Global Agencies, for brands like Mercedes, Infinity, Coca Cola and more.
18 years through, Shereen today leads the Production Practice across Publicis Groupe Middle East, managing A/V productions across all agencies, and overseeing the Groupe’s scope at large.
She has been very lucky to grow up working with great creative leaders, who have helped her shape her creative taste and knowledge, which made her stand out among others. Being also raised among the best strategic and communication leads, gave her strength and great knowledge in understanding client’s nature, goals, and objectives, giving them the utmost support to achieve them.
Shereen produced for Global and Local Clients across all Industries: Mc Donald’s, The Coca Cola Company, Pizza Hut, PepsiCo, Nestle, Ferrero, Kraft, Mondelez, Bel, Kellogg’s, Danone, Juhayna, Savola, Almarai, Master foods, Birell, Takis, Agthia, Masafi, P&G, Orange, Vodafone, du Telecom, Etisalat by e&, Omantel, Salam Mobile, Zain, Philip Morris, Carrier, Samsung, Emirates Airlines, Saudi Airlines, Emirates NBD, VISA, Standard Charter, Central Bank of the UAE, First Abu Dhabi Bank FAB, Bank of Sharjah, SCIP, LinkDSL, Melody Entertainment, Spotify, Anghami, GMC, Mercedes, Cadillac, Stellantis, Infinity, Nissan, Dossy Bikes, UBER, AXA, Bea’ah, ADDC, ADAC, DCT, Project Chaiwala, Global Village, Al Nakheel, EMAAR, Dubai Holding, MAF, EXPO2020, Kinda, Qatari Diar, Palm Hills, Land Mark, Kinokuniya, Louvre, Carrefour, NANA, K.Lynn, Sixieme Son, Canon, and many more.
Her deep understanding of the different cultures across the ME/GCC/Globally, and the accumulated experience in the Advertising Industry, made her continuously strive to add great value to each project she works on, beyond the traditional Advertising.
With her strong partnerships with platforms like Facebook, Tiktok, Shahid…etc. she continued to create, lead, and produce Branded Content that stood out in the entertainment category across the region. The Road to Mecce for Mercedes Benz - G Class and the famous “Al Ferenga” reality show, are a no miss.
Shereen also lead on high profile award winning campaigns, such as du Tuesday & Post Wisely for du Telecom, The Anti-Fraud Wasn’t me, How to Grow Rich during the Pandemic, and I Will Survive for ENBD & Dubai Police, the Guinness World Record Breaker Flight of Tolerance for Emirates Airlines, The Homecoming & The Creature for Home Center, The Hidden Room for Homebox, ProtecTasbih Journey for Saudi Airlines, The Protective Rhymes for Anghami, Jump for NBA, and many more.
Creating one of Egypt’s most memorable music hits for Mobinil/Orange: “Always together”, remains a key highlight of my career, along the famous campaign for Melody Films Channels: “Melody Tatahada El Mallal & Araby Om El Agnaby”. While her worldwide loved "Wasn't me" for ENBD cannot be forgotten. She believes that nothing beats the feeling of watching your own baby being loved and played all around the world. For her, Music is a universal language that can shape our souls and behavior in a magnificent way. On the contrary, her love of creating meaningful work and strong impactful CSR campaigns, driving real change, has always been at the top of her priorities.
Leading on multi-million dollars productions that was globally shot with diverse talents including celebrities, musicians, and professional athletes, with around 3000 campaigns for more than 100 million dollars to date. All this was to only compliment her thorough experience and glamorous track record of iconic campaigns that cannot go unseen.
All this allowed her to stand out with her outstanding level of craft she always aims for, where her work has been recognized across different occasions, with work that has been Shortlisted and Awarded in multiple International Forums, few in Cannes Lions, D&AD, LIA, multiple Grand Prix wins with more than 130 Dubai Lynx Awards, 100 Effies, along a various awards for a long list of campaigns and clients.
Shereen was a Judge at D&AD in 2021 & 2022, an Executive Jury at CICLOPE in 2023, and will also be judging this year at Cannes Lions & D&AD, as a celebrated expert.
She believes a producer should be a great storyteller, who is up to produce anything and make it a great production. Its form, scope or budget should never matter. Content has always been the king and will continue to be: “One simple great idea with few talented people committed to deliver a piece of content that can move human beings, can always create magic!”.
Quoting Shereen: “You shine best when you help other learn and shine. That perfectly summarizes my work bible in our industry. Art is the universal language that’s able to shape our feelings and behavior in a magnificent way. Language and culture are no barriers here, and that’s the real power of it. Judging at Festivals around the world, is one great opportunity that can help us shed the light on the real strength and power of Art in all its forms. As always, I keep looking for the piece of work that can be able to strike the heart and reach the soul genuinely and help the new talents grow and thrive to be better than all of us”.
Contact Shereen.
