You’ve built a unique career as a video creator, presenter, and DJ. What first drew you to
storytelling through media and entertainment?
“It happened naturally. I studied media and film inuniversity and as a child I used to spend my school holidays in theatre school, writing short stories or reading camps . My mum is a librarian so I was always surrounded by books, video tapes and CDs. (I’m showing my age here!)”
Sports seem to be a central theme in your storytelling. Why do you think sports carry such a powerful cultural and emotional influence?
“Sports crosses language, cultural, and social barriers. A goal, a finish line, a knockout punch— everyone instantly understands the meaning. Every game or race carries drama, conflict, heroes, and underdogs. It’s universal, live, and unscripted. Which is why it hits us so deeply. Victories and defeats become shared memories, you only have to look at the effect that Saudi Arabia winning against Argentina had in the World Cup. They didn’t make it through but no one even remembers that. They remember the profound emotional journey they were taken on during and after that game.”
You blend modern media with history and heritage in your projects. How do you strike a balance between contemporary entertainment and cultural authenticity?
“I see heritage as the foundation of any powerful story, while modern media is the bridge that carries it to today’s audiences. I’m very careful to address cultural authenticity with honesty and respect. I consult experts and organizations. I’m constantly reading academic research papers to make sure facts align from both Arab and Western sources. However, the ultimate way to build an instinct to this is to immerse yourself and live the culture – since being in KSA, I have made Saudi friends, travelled alone to not so popular destinations and lived among the locals. My work in motorsport keeps me on my toes with the latest trends and different ways of effective storytelling.”
What has been the most memorable story you’ve shared from the Arab region, and why did it resonate with you so deeply?
“There are many – but my favorite place to share is Jubbah in Ha’il for a
number of reasons. The first will be that when I arrived there to produce a documentary for Rally Jameel, the Heritage Commission kindly assigned a young passionate archaeologist- Abdul Majeed, to guide us through the sites. He turned out to be the best thing about that project. We are still friends today and I’m fascinated by his ability to read ancient inscriptions and his deep knowledge of ancient civilizations. I continue to learn a lot from him. I felt an energy in Ha’il that I don’t come across anywhere else in the Kingdom, perhaps it’s the hospitality of the people but also the deep cultural and historic roots that go as far back as the Neolithic times. So much happened there as evidenced by the sheer number of rock art on all sides of Umm Sinman and beyond. I travel to Ha’il very often – both for work and pleasure. When I’m in the Ha’il desert, looking at rock art I can almost feel the spirits of those people who drew it walking around me.”
Saudi Arabia is emerging as a global hub for sports and entertainment under Vision 2030. How do you see yourself contributing to this transformation?
“It’s been an incredible honor to witness and be part of the journey since 2018. I want to continue to be a part of that by sharing my experiences, inspiring young people, and showing the world the excitement and potential of Saudi Arabia as a global stage. I’ve never experienced kindness as I have in the Kingdom, I want to give back in any way I can.”
Looking ahead, what’s your ultimate dream project, the story or event you’d most love to bring to life?
“My ultimate dream project is to have a series documenting the wonderful heritage places across the Kingdom and to bring to attention the wonderful work of the archaeologists and historians. The stories I most want to bring to life are the female stories that shaped Arabian history – Darb Zubaydah and her stations across KSA towards Mecca, Queen Samsi and her rule of Dumat AlJandal, Al-Khansa and her poems to name a few.”
QUICK QUESTIONS
A sport that inspires you the most.
“Motorsport, especially rally raid. The competitors could be out in the first stage, but they still show up and deliver their very best every time with very little surrounding support unless they are already famous.”
The Arab city closest to your heart.
“Ha’il.”
One word that defines your narration style.
“Impactful.”
Your proudest moment as a creator.
“I have received messages from people who have said I’ve changed their perceptions not just about KSA but the Arab region, especially
from a female perspective, by challenging stereotypes in the content that I share.”
A dream collaboration you’d love to make happen.
My absolute dream would be to make an episode (or more) with Dr. Eid Al Yahya. He is the benchmark for storytelling. I’ve watched all his episodes, even the ones that were not subtitled in English. He’s someone I look up to.
