Islam’s conviction is that Story Telling is a Super Power, once harnessed authentically and consistently it drives Brands to penetrate culture and become part of people's lives.

He has been the driving force behind some of Coca-Cola's most successful, awarded, and impactful campaigns whether globally or regionally.

His obsession with creating genuinely clutter-breaking work has seen him rise through the ranks at the Coca-Cola Company, from Brand Manager for the Middle East to now leading globally the Creative & Content of Coca-Cola™.

He is driven by ideas that achieve results, an approach that has seen his work awarded both creatively and strategically, in the region and across the world.

He is Egyptian, a lover of history, BBQ, and a passionate fan of Basketball, Sneakers, and Hip-Hop music.