TONI
ABU
SAMRA
“I’ve always believed that how you see things shapes everything that follows.”
About Me
I work across ideas, shaping them through language, narrative, and form. What I pay attention to, in culture and in words, eventually becomes the direction.
Language
It usually starts with words…
Narrative
Then it finds its way through story…
Form
And eventually, it becomes something you can experience.
MY WORK
A selection of work that reflects how I think, not just what I make.
ME, OVER TIME
A brief record of where I’ve been and how the work evolved over time.
POSITION
COMPANY
YEAR
Founder & Managing Director
The Mob Advertising / Dubai
2013 – Present
Creative Director & Head of Arabic Department
Publicis / Dubai
2011 – 2013
Creative Director
Publicis Graphics / Dubai
2009 – 2011
Head of Arabic Department
Publicis Graphics / Dubai
2008 – 2009
This is only part of the story.
For a more complete view of my experience, the rest is here.
AFTER HOURS
The work doesn’t stop when I step away from it. It continues in what I listen to, what I watch, and what I keep coming back to.
Where the Day Begins Slowly
This is the first post in Brewing, a space for the coffees, cafés, beans, methods, and small rituals that ...READ MORE
What Remains After Dark
This is the first post in Watching, a space for the films, series, scenes, and visual moments that stay ...READ MORE
What I’ll Keep Coming Back To
This is the first post in Listening, a space for the tracks, albums, sounds, and moods that stay with ...READ MORE
VOICES THAT LINGER
I spend most of my time focused on what I’m building. So hearing how others experience it, and what stays with them, is something I’ve come to value.
For a more complete view of my experience, the rest is here:
LET'S TALK
Good work usually starts with a conversation. If something resonates, we should talk.
Toni Abu Samra
P.O. Box 212193
+971 50 943 3743
toniabusamra@me.com