True to Life


An­mar Madani, part­ner and de­sign di­rec­tor at bou­tique agency 9Sscre­ative in Jed­dah, KSA, is as cre­ative in his life as he is at his job. He em­ploys hu­mour and pas­sion to ev­ery­thing he does and if af­forded the chance, would jump at the op­por­tu­nity to do more of the same, per­haps even bet­ter.

'Ads of the World', Bud­weiser, Coke, Ikea, Plays­ta­tion and the old school Mazola oil ads. There’s some bril­liant work out there. Nowa­days, though I pre­fer brand­ing as I feel it’s un­con­tam­i­nated and hon­est. My kids. We just had twins last month and it’s been a roller coaster ride with plenty of ups and downs… but mostly ups. The peo­ple I work with and the times I get to sell an edgy con­cept to a client. It’s ex­tremely rare to find one that’s will­ing to take risks here in Saudi. I’m tech­ni­cal and hands-on when it comes to us­ing Photoshop and Il­lus­tra­tor. Con­cep­tu­ally, I like to keep things sim­ple, un­pre­dictable and or­ganic. I’m also good at vi­su­al­is­ing and bring­ing brands to life. I’m thank­ful and ex­tremely for­tu­nate to be able to say that I’ve ticked most of my boxes. In terms of fam­ily, a beau­ti­ful wife and kids. In my ca­reer, a part­ner and de­sign di­rec­tor at 9Sscre­ative (a De­sign bou­tique/ cre­ative hot shop). As for hob­bies, I’ve been a res­i­dent DJ for seven years and part owner of the Northwest House Mu­sic Con­fer­ence. So I guess all that’s left is to be a good role model for my kids. Fam­ily, friends, mu­sic, hu­mour and na­ture.

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