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! She 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 in Cairo’s office, the leading hub of creativity for many years in the Middle East, she has been assigned to lead Leo Burnett’s Dubai's A/V Production Department, and from there her Groupe Integration for Publicis Communication has started, leading on main regional campaigns, and growing the function to lead on multiple global projects with Publicis Groupe global agencies for brands like Mercedes, Coca Cola and more.
She has been very lucky to grow up working with great creative leaders, who have helped her shape her creative taste and knowledge, that helped her best to stand out among others. Being also raised among the best 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, Bel, Kellogg’s, Danone, Juhayna, Savola, Nestle, Masterfoods, Ferrero, Birell, Kraft, Masafi, P&G, Orange, Vodafone, du Telecom, Omantel, Philip Morris, Carrier, Samsung, Emirates Airlines, Emirates NBD, Palm Hills, Qatari Diar, SCIP, LinkDSL, Melody Entertainment, Spotify, MAF, GMC, Mercedes, Jeep, UBER, AXA, Takis, Central Bank of the UAE, Bank of Sharjah, Kinda, Bea’ah, ADDC, ADAC, DCT, Agthia, Project Chaiwala, Global Village, EXPO2020, and many more.
Her deep understanding of the different cultures across the ME/GCC/Globally, and the accumulated experience in the Advertising Industry, she continuously strives to add great value to each project she works on, beyond the traditional Advertising.
With her strong relationships/collaborations with platforms like Facebook, Tiktok, Shahid…etc. She continues to create, lead, and produce Branded Content that stand out in the entertainment category. Ex. The Road to Mecce for Mercedes Benz/G Class on Shahid, and the famous Anti-Fraud campaign for ENBD leading all Live/Interactive activations, between Facebook, Kris Fade and the brand.
Shereen lead on high profile campaigns within the region such as the Award winning du Tuesday & Post Wisely for du Telecom (across multiple years), Award winning Anti-Fraud campaigns for ENBD & Dubai Police, the Guinness World Record Breaker Flight of Tolerance for Emirates Airlines and many more.
Creating one of Egypt’s most memorable music hits for Mobinil/Orange: “Always together”, remains a key highlight of her career, along the famous campaign for Melody Films Channels: “Melody tatahada el mallal & Araby om el agnaby”. While her latest worldwide loved "Wasn't me" song for Emirates NBD is a no miss. Shereen believes that nothing beats the feeling of watching your own baby being loved and played all around the world. For her, Music is the universal language that can shape our souls and behavior in a magnificent way.
On the contrary, her love to strong impactful CSR campaigns allowed her to stand out with the outstanding level of craft she puts into each campaign of these, du “post wisely” was a significant one. All this was to only compliment her thorough experience and glamorous track record of iconic campaigns done for multiple leading telecom clients around the world, whilst du Tuesday’s & Mobinil Always together platforms, cannot go unseen.
Shereen lead on multi-million dollars productions that was globally shot with diverse talents including celebrities, musicians, and professional athletes, with around 2000 campaigns with a Total budget of $55 Million to date.
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, Mena Effies, more than 60 Lynx Awards, many Grand Prix, many Gold, many Silver and lots of Bronze, along more than 60 various awards for a long list of various campaigns and clients.
Shereen was a Judge at D&AD in 2021 and is also part of the 2022 Jury 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. Shereen believes that 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!”.