Creative Strategist and Art Director with experience developing audience-led campaigns, key art and on-platform creative for streaming platforms, broadcasters and global brands across APAC, EMEA and North America.
Naelshureih@gmail.com
Work experience
August 2021 - June 2026
TVNZ/ Blacksand
Creative & Digital Producer
📍Auckland, New Zealand
Owned end-to-end creative strategy, art direction and production across key art, on-platform creative and integrated campaigns for TVNZ and TVNZ+.
Led full key art development for Celebrity Treasure Island and Shortland Street: New Blood ‘Behind the Scrubs’ -concept development, on-set art direction, photographer and stylist direction, post-production and final delivery.
Developed creative territories and strategies informed by audience insights, TVNZ+ platform data, Nielsen data and social analytics, translating performance data into campaign direction.
Wrote and owned creative briefs for internal and external teams, remaining closely involved through to final execution.
Conceived, pitched and led the creative development of the award-winning Love Island x Pizza Hut partnership, translating audience insights into an integrated campaign across streaming and brand channels.
Invented Social Stream, a new CTV advertising format for TVNZ+, bridging social content and audience targeting onto connected TV.
Conducted formal post-campaign analysis with data, insights and media agency teams, applying learnings to shape future creative strategy.
Delivered work across a diverse client portfolio including Air New Zealand, Qantas, Paramount Pictures, Universal Pictures, McDonald's and Flight Centre.
November 2019 - July 2021
Icebreaker
Global Creative
📍Auckland, New Zealand
Setting the visual tone for the brand on a global scale across APAC, EMEA and North American markets. Working across all touchpoints from social campaigns to retail experiences, eCommerce and brand films.
September 2018 - September 2019
True
Creative
📍Auckland, New Zealand
ASB, Air New Zealand, Grabaseat, Red Bull, Cheers and Griffin’s. Pitching for new business.
November 2017 - September 2018
Contagion
Art Director & Creative Producer
📍Auckland, New Zealand
Durex, Tourism New Zealand, Carls Jr, Fonterra, Rekorderlig Cider and Beehive.
March 2016 - Sep 2017
Saatchi & Saatchi
Jr. Art Director
📍Düsseldorf, Germany
Toyota, Lexus, Vaillant, Telekom, Renault, Dacia, P&G. Pitching for new business across the EU market.
Apr 2015 - Sep 2015
Young & Rubicam
Art Director Intern
📍New York, United States
Dell, Ball Park, Hostel International, Search Dog Foundation, Drink Up and MTV.
Jan 2015 - Mar 2015
Ogilvy
Art Director Intern
📍New York, United States
Vitamin Water, Coke Zero, Coca-Cola, Tiffany’s & Co, UPS and IBM.
Education
Miami Ad School
📍Miami, United States
Art Direction -Pop Culture Engineering
Mediegymnasiet
📍Malmö, Sweden
Graphic Design & Media Production
Awards
PROMAX/GEMA ANZ
2024 Gold | Best Sponsorship/Brand Partnership -Pizza Hut X Love Island All Stars
2024 Gold | Best Integrated TVC -Skinny x Shortland Street
2023 Silver | Best Partner/Sponsor Campaign -Universal Pictures/Minions -The Rise of Gru
2023 Gold | Best Sponsorship/Brand Partnership -Paramount Pictures/Mission Impossible Dead Reckoning.
2023 Gold | Best Brand Funded Content Partner Integration -Burger King, Liquorland, Arnott’s, Summerset
Beacons Media Awards NZ
2025 Gold | Best Communication Strategy -Flight Centre
2024 Silver | Best Brand Collaboration -Burger King, Liquorland, Arnott’s, Summerset
2023 Silver | Best Use of Insight -Arnott’s
2023 Silver | Best Small Budget -Arnott’s
2023 Silver | FMCG -Arnott’s
IAB NZ Digital Media Awards
2026 Gold | Best Partnership -IKEA, The Swede As Road Trip
2026 Gold | Best Launch Campaign -IKEA, The Swede As Road Trip
2025 Gold | Best use of SEM -Shortland St x TikTok
2024 Gold | Best Brand Campaign -Pizza Hut x Love Island UK
2024 Silver | Best Use of Social -Pizza Hut x Love Island UK
2024 Silver | Best Use of Video -Pizza Hut x Love Island UK
2024 Finalist | Best Digital Product -Social Stream
Effies Germany
2019 | Gold | New New -Vaillant, Åke Approved
Tools
Adobe Creative Cloud -Photoshop, Illustrator, InDesign, After Effects, Premiere Pro.
Figma
AI -Midjourney, Runway
HTML
Skills
Concepting, Art Directing, Design, Writing, Video editing, Producing, Strategy, Social media.
Languages
English, Swedish, German