Social Media Creative Director — Beirut / Dubai / KSA

Malek Rifai

Black-and-white portrait of Malek Rifai

Twelve years turning brands into audiences — from Beirut street food to Bentley. Strategy, content, and campaigns that people actually stop scrolling for.

12
Years in field
40+
Brands served
5
Markets

The Feed

Made to be watched twice

Mikey's — Kitchen Film
Mikey's — New Location
Food District — Street Content
Fashion — Shoot Direction
Campaign photograph: model in a red motorcycle helmet holding a fried chicken burger
Campaign — Art Direction
Sirloin — Chef Film
Bamteek — Live Events
Moody close-up of a stacked burger on a wooden board
Food Photography
Dessert — Social Cuts
Steel Sketch — Product Film
Steel Sketch — Furniture Design

Selected Work

Brands fed, audiences grown

2018 — Present

Food District

Six kitchens, one food spot, one feed. Long-running social direction for Beirut's multi-cuisine food hall — from daily content and menu-drop campaigns to the full launch of the Jal El Dib branch.

Creative direction Content production Launch campaign
Food District delivery bag handed through a car window

Art Direction

Campaigns & shoots

Art-directed stills and film for food, fashion and product — planned, shot and cut for the feed. Photography that makes the brand the appetite, not the afterthought.

Shoot direction Photography Reels & film

2023 — 2024

Bentley · Chevrolet · Ministry of Tourism KSA

Social media creative direction at Pen2Paper — automotive and destination storytelling for Gulf audiences.

2023 — 2024

Emirates Development Bank

Editorial and executive comms — CEO messaging, newsletters, and COP28-season sustainability storytelling.

2021 — 2022

FILA Middle East

SS22 social media campaign — seasonal content strategy for the region's streetwear audience.

2024 — Present

Mikey's Sandwiches & Co

Content and social direction, including the new-location launch — sandwiches with a following.

Concept

Mezza & Co

"An Arabian Journey" — brand concept development for premium packaged mezza rooted in Levantine tradition.

2021 — Present

Halabi Lebanon

Monthly content strategy and planning for the heritage nuts brand — calendars, creative, community.

  • Bentley
  • Chevrolet
  • Ministry of Tourism KSA
  • Saudi National Bank
  • Emirates Development Bank
  • FILA
  • Food District
  • Mikey's
  • Halabi
  • Furn Beirut
  • Zeed Olive Oil
  • Basha Sweets
  • Prime
  • Celsius
  • Voss

Experience

Twelve years, five markets

2024 — Now
Social Media Creative Director — The Company
Beirut / Dubai / KSA — Food District, Mikey's, Transnoon portfolio, Furn Beirut
2023 — 24
Social Media Creative Director — Pulp Creative Agency
Champs UAE, EDB, Saudi National Bank, Bentley, Chevrolet, Ministry of Tourism KSA
2022 — 23
Social Media Director — Cedars Code
Beirut / Kuwait
2021 — 22
Social Media Executive — ATCCOMS
FILA Middle East, Oli's, Halabi Nuts, Earth Goods
2018 — Now
Social Media Executive — Food District
Soul Food, City Wok, Aloha Poke, Taco Diablos, Sweet Greens, Fiori
2020 — 21
Social Media Executive — Restart Beirut (Sursock Palace)
European NGO focused on the arts
2017 — 20
Social Media Executive — M & Elle · Paw Spa Hotel · Luna's Village
Fashion, hospitality, pet care
2011 — 13
Marketing Manager — Crown Outlet · Al-Rifai Nuts
Where it started
Four frames from a dark bar scene: Malek at a laptop opposite another actor Malek on set with the Colonel during a KFC commercial shoot Malek in character as a boom operator on a film set Malek in sunglasses with an espresso in front of a red vintage car

The Other Side of the Camera

Also: actor

Malek performs on screen as well as behind it — television drama and comedy on the region's biggest platforms, and commercials for some of its biggest brands.

Television

  • Momken ممكن MBC Shahid, 2026 — series starring Nadine Nassib Njeim & Dhafer L'Abidine
  • Marhaba Dawle مرحبا دولة LBCI — political comedy series, dir. Mohammad Dayekh

Commercials

  • KFC 5+ commercials
  • Amana Crypto trading campaign
  • 1705 Water Brand commercial
  • Choco Biscotto Elegance Brand commercial

Contact

Let's make something people stop for.

malekrifai.mr@gmail.com
Phone +961 03 792 553
Instagram @malek.srifai
Based in Hamra, Beirut — working across Dubai, KSA, Kuwait & Côte d'Ivoire
Languages Arabic & English
© Malek Rifai Social Media Creative Director