The Crew.

Roba is a creative director by day and a unicorn trainer by night with over 24 years of experience across festivals, ceremonies, live experiences, branding, and large-scale cultural projects across the Middle East. Her strength lies in building ideas from the ground up, from concept creation, storytelling, and art direction to curation, team leadership, and final execution. Known for blending culture, emotion, and contemporary thinking, her work is rooted in creating experiences that feel meaningful, bold, and memorable.

Roba brings a highly collaborative and hands-on approach to every project, working closely with clients and teams to shape ideas that are original, strategic and visually strong. She is known for turning complex briefs into clear creative directions, always balancing big thinking with detail, practicality and audience impact. Whether leading a national celebration, a museum opening or a citywide festival, she approaches every project with instinct, passion and purpose.

She has the warmest heart of all. But lovingly, if Alice and the Mad Hatter were somehow merged into one person, that would be her, chasing windmills and rainbows since 1983. She has always wanted to make a difference and leave behind a legacy, however small, that reminds the world she was here. She is doing so one step at a time, with the art and directions she produces.