Interview with Toufic Beyhum, an internationally awarded creative director from Arabia!
Toufic Beyhum, an internationally awarded creative director from the Middle East, he worked in several advertising agencies in the Arab world and Europe, he is a freelancer based in Berlin, Germany, you can find out more about him, his work and photography on his website, for now check out this interesting interview!
Q1. Please tell us about yourself and your career.
I would rather answer this question by directing people to my website, I have enough photographs and advertising to tell you a little bit about my career and myself. www.touficbeyhum.com
Q2. You’ve worked in several countries in the Middle East as well as Europe, what do you think of the level of creativity in our region compared to the international level.
The Middle East has quite a bit of catching up to do. The problem is that the Middle East copies older trends and they need to start coming up with their own identity and style.
Look how South America has created their own style; their ads have their own distinctive look and feel.
Middle East will one day have its turn under the spotlight but only if they come up with their own style.
Q3. In your opinion, what are the obstacles that face creativity in the Middle East, is it the culture? Religion?
Neither, I think our culture and religion should be an advantage.
We should use them to come up with insightful ideas and this is exactly what will give the Middle Eastern agencies an edge from the rest of the world.
I think they need to educate their clients. If the client is a risk taker, open minded & creative then the sky is the limit. If the client is none of the above then they need to work on them, guide them, let them gain trust in your creative work.
Q4. Many people believe that social advertising is the most challenging type of advertising, what do you think of that? And why is that?
I suppose it is a sensitive topic but its great to see creativity and advertising being used to help.
Q5. As a creative director, do you believe that the digital media limits creativity? I mean design wise.
Not at all, it’s just a different medium. Creativity is creativity.
Q6. Is there any notable work from the Middle East you would like to highlight? Any work of yours?
I’ll mention an example of how a cultural insight from the Middle East won in Cannes and put Dubai advertising on the map. The Wonderbra ad that was created by Tonic in Dubai is a perfect example; there is a need of more of that.
Q7. You have a passion towards photography, can you please us about your one-year trip around the world and your book.
My trip around the world, which I did on my own, was the best experience I have ever had, I advice everyone to do it. I recorded everything on my cameras, you can see most of it on my website.
My book, Emotions in Motion, which was published last May is my pride and joy. My first published photography book and certainly not my last. I’m already planning my next book. Watch this space.
