Saleh El Ghatit

Saleh El Ghatit, the Executive Creative Director at Serviceplan Group Middle East, leads creative teams in Dubai and Jeddah. Sal’s impressive track record includes launching Netflix in Saudi Arabia with locally relevant and insightful content, as well as directing multiple advertising commercials while building a strong production unit within the agency. His portfolio features successful campaigns for notable clients such as Netflix, ALJ Toyota, Peugeot, Virgin Mobile, and Emirates NBD Bank. At the Athar Festival, Sal will discuss the transformative power of humour in creativity. He will explore how humour resonates across Middle Eastern cultures, emphasising the importance of research, empathy, and adaptability in creating engaging and culturally respectful content.