Mohamed DiaaElDin Osman – or just ‘Diaa’ for short, is what we like to call a Legend among the Greats. If you think you haven’t heard of him, you might be wrong. You’ve definitely seen his work and, if not, have you been living under a rock?! No worries, we are here to do our due diligence of making sure that all our followers get some inspiration from him today.

Diaa is currently working as a Group Creative Director at Ogilvy New York. Living the creator dream, he previously worked as a Creative Director at the iconic Wieden + Kennedy Amsterdam, where he spent almost a decade learning the ways of Dan Wieden and David Kennedy. He’s always been guided by his curiosity, so after attempting to earn a degree in Computer Engineering and Computer Science and not seeing himself going that path, Diaa decided to try his hands at advertising. And, boy, was it a good decision!

Since then, he’s been making amazing award-winning campaigns with like-minded people and revolutionizing what we know as creativity today. Netflix, EA Games, Air Jordan, Instagram and Facebook are only a few of his clients. Probably Nike Women Middle East – What Will They Say About You?  is one campaign you will instantly recognize, which Diaa himself is the most fond of, explaining that his inspiration came from both his sister and wife, who are the best examples of strong women in his life.

His awards include 7 Dubai Lynx Awards, 1 Epica Award, 1 D&AD Wood Pencil, 1 Eurobest and more to come! CNN, Vice, The Guardian and Time Magazine are some of the international publications that have picked up on his work. Today, we ourselves would like to pick up on his mind, as well!

Snippet of Nike -What Will They Say About You?

What would make your soul sing? What makes you happy?

The simple stuff. A book. A case of Pilsner. Accompanied by some peace and quiet.

A childhood story that announced the creative person you are today.

I wish there was some inspirational story about a higher calling. But unfortunately, it was more of a series of failures that landed me a job at the best ad agency on the planet.

Best context ever for inspiration was:

Before I joined WK, it was pretty much anything that they ever produced.

The project you loved most.

I was always jealous of Old Spice’s “Smell Like A Man, Man”.

The project others loved most:

Not sure, but I hope it’s Nike’s Middle East work. Pretty proud of that one in particular.

The best thing about Egyptian creativity is:`

It doesn’t take itself too seriously. Doesn’t try to be more than what it is. Just entertainment.

Best statement of Egyptian humor:

Very high school. Very pubescent. Very funny.

Advice for international headhunters, related to Egyptian creatives:

Be nice to their moms. That will be the toughest part of convincing them to leave home.

Best place in Cairo.

No doubt, Zamalek. It’s the creative soul of Cairo. Filled with writers, artists, and philosophical deadbeats.

Best Place in Egypt.

Alexandria. Laid-back vibes with a constant stream of fresh grilled fish.

On money.

In one of my earlier jobs, our boss told us that money isn’t important. And we should just be happy that we don’t work at a bank. I left that place a couple of months later because… who are we kidding?

On spirituality.

Not yet achieved.

Most disturbing cliché about Egypt.

That we all in live in Pyramids and ride camels. Man…I wish that was true.

Recommend a book or another source of inspiration for a young creative.

Any of Charles Bukowski’s work.

Find out more about Diaa and his work at