Face of the Future: Malek Atassi

From motor-biking, reading, and traveling, to watching grand Syrian TV productions like “Bab al-Hara,” there is quite nothing about life that doesn’t interest Malek Atassi, the Creative Group Head at TBWA\RAAD Dubai.

Adventurous, fun, curious and young, Malek asks more question than anyone else I have interviewed. His sharp and witty comments, along with his humorous remarks make it no surprise that one still remembers the creative advertisements he designed for Galaxy and Twix.

Keen on finding humor in the most unpredictable situations, Malek’s ability to observe daily habits with a fresh eye—then give them a creative twist—is what distinguishes his work. It is what gives it a very true and personal touch. After graduating from the Academy of Arts College in San Francisco, Malek moved to Dubai in 2002 to join the multinational agency TBWA\RAAD, where he currently works as Creative Group Head.

Malek believes that one cannot really learn about advertising in school. One learns the profession through work; by thinking ‘out-of-the box,’ and approaching life, situations, and people with passion. He explains that being the head of a creative group means knowing how to inspire people and how to learn from them at all times. During the creative process, every team member inspires the other, and they all try to enjoy the work that they are doing.

When asked about his opinion of the advertising industry in Syria, Malek explained that he has not worked there, and cannot claim to know all the reasons behind its very slow development. He explains, however, that the Syrian culture is full of humorous and interesting human insights, and the Syrian viewers are just as open-minded and intelligent as any other viewer in the world. It is the Syrian advertiser that tends to underestimate both them, and power of advertising.

Malek’s main objective is to reach the largest number of people in different parts of the world. He looks for human insight and seeks to understand the basic emotions that connect human beings around the world, regardless of their background and culture. This, in his opinion, is what makes a good Ad; one that is both unforgettable and profitable.

Passionate and hard working, Malek’s works has been recognized by a number of international festivals; namely, the AAC San Francisco Short Film Festival, the AAC San Francisco Golden Buddha Awards, the Campaign Awards, the International Festival of Non-Profit Low Budget Communication in Italy, the Loerie Awards and the Lynix Awards.

I lived in the United States for six year, in Dubai for five and I had a brief stay in London.

Why did you leave Syria, and would you consider moving back?

I left Syria to go to college and after that, because of work. I am not thinking about returning at this stage.

If you could, what one thing would you change in Syrian society?

It’s really hard for me to say, I haven’t lived there in over 11 years.

What was your first paying job?

My first paying job was in Dubai working for TBWA\RAAD in 2002.

What is your idea of a successful career?

Benjamin Franklin said it best, “ If you would not be forgotten, as soon as you are dead and rotten, either write things worth reading, or do things worth writing.”

I would like to “write things worth reading, or do things worth writing.”

Do you have any professional regrets?

I don’t. I’m still young to have any.

What is the one thing or thought that troubles you and keeps you awake and thinking at night?

I usually work late, so by the time I leave work I’m already half asleep in the car. But it’s usually a campaign that I cannot crack or an idea that is not fully developed and is just floating in my head.

I don’t have any. I guess you can say it would be anything or anyone who touches me, lets me see things differently, and steers my emotions. Be it a book, a speech, a movie, art, music, or a commercial.

Looking through Syria’s past & present, who is the one Syrian person you admire the most and why?

Abu Shihab, Abu Issam, and Moutaz (three characters in the popular Ramadan series, ‘Bab al-Hara.’)

What experience must you have to feel that you’ve lived a completely satisfying life?

Anything I have not done yet. “We rarely find anyone who can say he has lived a happy life, and who, content with his life, can retire from the world like a satisfied guest.” That was written by Horace in 65 B.C.

Please give a 1-word / statement answer:

I value: Creativity

I would walk a thousand miles to: I hate walking, but I’ll fly a 1000 miles to see the world.

My favorite quote: “You see things and say, “Why?” But I dream of things that never were; and I say, “Why not?” (George Bernard Shaw)

My favorite author: Too many to

list I am currently reading: 1984 (by George Orwell) – Life of Pie (by Yann Martel) – Shantaram (by Gregory David Roberts)

Three things that make me smile: Funny movies, funny commercials and kids.

Three traits I admire in people: Honesty, honesty and honesty