Hatem is a creative copywriter who writes rousing stories and creative copies, where he creates impact in ways people would not expect.
I would like to start by thanking you so much for this interview and opportunity, I am truly honored and grateful.
I am a creative/copywriter with eleven years of experience in the creative/ advertising field in different countries, where I worked in several agencies including JWT, Drive Dentsu, SocialEyez and GUT.
On the side, I pursue my passion of motivational writing pieces as well as drumming.
To graduate from college, I had to complete a 3 month internship. The choices where a bank, an accounting firm and an advertising firm (where I realized I could write). I chose the advertising agency not knowing what to expect. I went in, I fell in love, and continued loving it ever since.
A big word with a lot of meanings. Creativity is creating impact in ways people would not expect. Plot twists and turns when you thought there were none. It also means solving problems in unconventional methods. Creativity means you need to listen, watch, learn and get inspired twice as much as you work, so that you can understand, empathize and resonate with the people you are talking to. That’s what creativity means to me.
I read the brief, again and again, then go way beyond it and away from it. I brainstorm, take a break, brainstorm again, then take a break. Let the thoughts and ideas marinate. I get stuck. I drink coffee, watch stuff to get inspired, then I go back to brainstorming again. Then check the brief. You have to go beyond the brief ONLY in the initial phase in order to go back to it eventually. The brief is a good box that brings your creativity back to the assignment at hand.
The brainstorming session. There are no limitations and you just get to have fun, have a coffee, then a drink, and say random stuff to come up with the idea.
I use all the tools I learnt in my career, be it copywriting, strategy or art direction. I think of insights, write random copylines and thoughts, I think visually, I write anything that comes to mind, then I see what works and what doesn’t and tie it back to the brief.
It is a true honor and my teams and I are incredibly grateful. Looking at the exceptional work from others that I have seen win, we are incredibly happy and honored that we we would be alongside them. Beyond honored, and beyond what words could explain.
Faster, smarter, wittier. More human, more helpful. Less about just selling and more about making you fall in love with the brand so you could be more dedicated to it. It is also going to definitely be more and more about solving real world problems for the world and for humans.
Reach out to people, accept and filter the feedback you get, look at people’s work, watch movies, read books, soak in as much life experience as you can because thats where ideas come from.
Each and every person I know and don’t know who has left something behind or took a risk to pursue their passion and or dream.
Believe in your self, stay hungry, don’t be cocky, be a nice person, and be there for other people. Work hard - really hard - because there is always going to be someone out there who is working so hard and they are out chasing their dreams. If you have a dream, go get it. That’s how it is done.
Another big big thank you to all of you!
Miami Ad School is one of the world’s premier advertising schools, teaching students how to develop their skills in creativity and business innovation.