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Rouba Asmar

Head of Production

Rouba’s career took a few paths in the film industry before reaching production.

At a very young age, she was hired as set designer on 2 Lebanese Feature Films, Terra Incognita and The Kite, both selected in various international film festivals.
After that, she made her debut into the advertising world, working as an Assistant Director alongside both international and local directors and this on a wide range of ads. This gave her the opportunity to collaborate closely with many directors and gain a wide experience on the set of numerous countries in the Middle East and on multiple global brands such as Nissan, Toyota, P&G, Lexus and others.
Her next move was also on the filming set, but this time as an Executive Producer, where she joined The Talkies Production House, co-managing their Dubai office for a period of 2 years and producing films for global clients like Emirates Airlines, Kraft, Nestlé and P&G to name a few.
In order to get closer to the creative minds and process, Rouba joined in 2009 the disruption pirates at TBWA\RAAD.
Since then, she has produced multiple Local and Global campaigns for brands as Qatar Foundation, Nissan, Louvre Abu Dhabi, MARS, Infiniti, Ferrari World Abu Dhabi, Dubai Shopping Festival, Royal Opera House Muscat, BeIN Sports, GE, du, Bloomingdales, Mc Donald's and others.
Rouba currently manages the production department that handles all integrated productions, inclusive of content executions and activations.
Her international connections and experience built through the years have allowed her to explore finding the best talents to fit the projects and brands’ identities.
Last but not least, she's a strong believer in craft's impact in complimenting an idea and in making the campaigns successful.