Independent creative counsel
Senior creative counsel for brands with a public moment to get right.
Led by Rammy Elsaadany, founding Head of Creative at Riyadh Air and former Head of Creative at Saudi Arabia’s Public Investment Fund.
Dubai | London | Riyadh
01 / The thinking
Most organisations don't have a communications problem. They have a problem keeping hold of what they mean.
Good ideas rarely disappear in one dramatic decision. They get diluted a little at every handover.
Strategy becomes a brief. The brief becomes a campaign, a film, a space, a sound. Different teams make different decisions. By the time it reaches people, something essential is gone.
I look after those crossings. I work with leadership, internal teams and specialist partners to keep the meaning clear and the work true to it, all the way to the moment the public sees it.
02 / What I do
Three questions.
One creative standard.
01 / Find it.
What's the real story?
I diagnose the gap between what an organisation does, what it says and what people understand, and make the important choices clear.
02 / Test it.
Is it the right story?
I shape a direction for the audience, the market and the moment, and challenge assumptions before expensive work begins.
03 / Hold it.
Is it surviving?
I direct the creative across brand, campaigns, film, experience and launches, keeping one standard from the leadership decision to the finished work.
Strategic counsel · Creative direction · Launch and reveal concepts · Private and internal events · Fractional creative leadership
03 / Selected work
Work at the point where ambition meets the public.
Aviation / Founding creative standard
Riyadh Air
Holding one creative standard across brand, campaigns, film, cabin, uniform and sound, from first reveal to first flight.
Destination / Global reveal
New Murabba & The Mukaab
Creative direction for the global reveal, shown in Times Square and Piccadilly Circus, while at Saudi Arabia’s Public Investment Fund.
Documentary / Expo 2020 Dubai
Project Management Institute at Expo 2020 Dubai
A short documentary telling the untold story of how project management shapes the world around us, made with regional talent at the world’s largest show.
Financial services / Brand & film
Barclays
Led VideoLab, the bank’s in-house film and video capability, bringing production and creative expertise closer to the business across brand communications and campaigns.
Selected experience of founder Rammy Elsaadany prior to establishing Perception Lab.
04 / How I work
Senior judgement.
Without the machinery.
01
Directly with leadership.
I get close to the decisions that shape the work, not just the brief that follows them.
02
With your existing team.
Alongside internal teams and established agency partners, upstream of the build and not in competition with it.
03
Built around the need.
A diagnostic, a defined creative workstream, or continuing counsel. Small by design, with specialist partners when the work needs them. Typically two or three clients at a time. Some of the most important moments are private ones. Discretion is part of the work.
05 / About
A practice built on both sides of the table.
Perception Lab was founded by Rammy Elsaadany, a British-Egyptian creative leader with more than two decades across finance, global institutions, sovereign investment and aviation.
Founding Head of Creative at Riyadh Air. Head of Creative at Saudi Arabia's Public Investment Fund, including the New Murabba global reveal. Seven years in brand and film at Barclays.
Trained as an architect in Britain, he has led creative work recognised at the EVCOM and Cannes Corporate Media & TV Awards, and speaks on industry panels. Fluent in English and Arabic. Based in Dubai, focused on the Gulf and wider MENA region, with an international network spanning the UK and US.
Previous leadership
Riyadh Air
Public Investment Fund
Project Management Institute
Barclays
Locations
Dubai | London | Riyadh
Languages
English / العربية
Sectors
Aviation · Destinations & real estate · Hospitality & luxury · Energy · Financial services · Culture & events
06 / Contact
Something worth getting right? Let’s have a conversation.
Independent creative counsel · Dubai | London | Riyadh
English / العربية
© 2026 Perception Lab FZ-LLC · Independent creative counsel · Dubai | London | Riyadh