Antoni Barakat

As I grew older, my passion for marketing and advertising only grew stronger. After graduating from Saint Joseph University of Beirut with a degree in marketing and advertising, I worked with several local and international agencies and companies. However, I soon realized that I was drawn to marketing for real causes and not just for businesses and brands. This led me to work as a consultant for various organizations and NGOs. In 2021, my colleague Karl Haddad and I founded an independent media platform called NAQD. Our goal was to create a voice for those who cannot speak and to stand up for freedom and the sanctity of the fourth authority. Our alternative media covers stories beyond the headlines and reveals the truth from across the Middle East. However, we soon realized that we needed to do more to help support real social and political causes, especially in light of the economic crisis that Lebanon is currently facing. That's why we launched MADAD Middle East - an independent creative agency based in Beirut that helps changemakers in the region with communications, strategies, campaigning, and advocacy. We have already collaborated with different organizations and have gained the trust of several local and international partners, creating online campaigns, designing conferences, and changing the narrative.

At MAD AD, we are more than just a creative agency - we are a young and fearless team working for a cause. While we work with a diverse range of clients, we specialize in social enterprises and organizations. We believe that our work can make a difference and we are passionate about using our creativity to drive positive change in the world.

To me, creativity means using imagination, originality, and innovation to create something new and meaningful. It's about thinking outside the box and finding new and unconventional ways to solve problems or express ideas. In the context of my work in marketing and advertising, creativity is about developing ideas that capture people's attention, resonate with them emotionally, and inspire them to take action. Creativity is also about being willing to take risks, experiment, and learn from both successes and failures. Ultimately, creativity is a powerful tool that can be used to inspire positive change and make a difference in the world.

A creative idea or design is one that is both human and simple, yet manages to be unique and innovative at the same time. Such an idea often comes from thinking outside the box and approaching a problem or challenge in a fresh and unconventional way. It involves breaking free from conventional thinking and finding new and interesting solutions to problems. What sets a creative idea apart is that it feels fresh and original - it's something that very few people may have thought about before. It should feel authentic, honest, and true to the brand or message that it is trying to convey. Additionally, a creative idea is one that resonates with people emotionally, tapping into their desires, fears, hopes, or aspirations. It should also be visually appealing, using design elements that are aesthetically pleasing and memorable.

I have a passion for using creativity to drive positive change in the world. My design process involves research, brainstorming, and collaboration with my team to come up with simple yet unique ideas that can make a difference. We are driven by a desire to help our clients achieve their goals while also contributing to social and political causes.

My favorite part of the creative process is the initial brainstorming phase. I love getting together with my team and bouncing ideas off each other to see what we can come up with. It's always exciting to see where the conversation takes us and to see how we can take a simple idea and turn it into something truly unique and impactful. I find this phase to be the most creative and dynamic, and it's where we lay the foundation for the rest of the project.

My creative style is characterized by simplicity, authenticity, and impact. I believe that the best ideas are often the simplest, and I strive to create designs that are both visually striking and emotionally resonant. Authenticity is also a key component of my creative style - I believe that the best campaigns are those that speak directly to the target audience and are true to the brand or cause that they represent. Finally, the impact is a crucial aspect of my creative style. Whether we're working on a social media campaign or designing a conference, I always aim to create work that makes a real difference in the world.

Absolutely! Lebanon and its rich cultural heritage have a profound impact on my creative process. Our country's diverse history, traditions, and artistic expressions provide a unique backdrop for creative exploration and experimentation. The beauty of our landscapes, the vibrancy of our cities, and the warmth of our people are all sources of inspiration that inform my work every day. And of course, Beirut - my forever muse and inspiration - is a city unlike any other. Its energy, resilience, and creativity are all reflected in the work that I do, and I feel incredibly fortunate to be able to draw on this rich cultural tapestry in my creative process.

I am thrilled and honored to receive the 2023 MUSE Creative Award. This recognition means a lot to me and my team at MAD AD, as it validates the hard work and dedication we put into every project. Being recognized by industry experts and peers is a true honor and motivates us to continue pushing the boundaries of creativity and innovation. Winning this award will not only boost our team's morale but also help us attract more clients who share our vision and values. We are grateful for this recognition and will continue to strive for excellence in our work. Thank you to the judges and the MUSE Creative Awards for this incredible honor.

I am extremely proud to have entered and won the 2023 MUSE Creative Award with our project "Project 232." This project is a collaboration between NAQD media and our creative agency, MADAD, and it is a documentation and remembrance campaign for the victims of the August 4 Beirut port explosion. We chose to enter this project because it was a deeply meaningful and impactful initiative, aimed at demanding justice and keeping the memory of the victims alive. It was a challenging project, but we were determined to create something that would truly honor those affected by the tragedy. Winning this award is a testament to the hard work and dedication of our team, and it is an honor to have our efforts recognized on a global platform.

The biggest challenge with this project was ensuring that we were able to accurately document and showcase the memories of August 4th while also respecting the privacy and sensitivities of the victims and their families. We wanted to make sure that the information we shared was accurate and trustworthy, so we had to take the time to carefully collect and verify data from multiple sources. Additionally, the emotional toll of reliving the tragic events of that day was also a challenge for everyone involved in the project. But we knew that it was important to create a lasting tribute to the victims and to demand justice for what happened, so we pushed through and I am proud of the result.

Winning the MUSE Creative Award has been a great honor and validation of our work at MAD AD. It has given us a boost of confidence and recognition in the industry and has helped us attract new clients and partners who share our passion for using creativity for positive change. It has also encouraged us to continue pushing the boundaries of what is possible and to keep striving for excellence in all that we do. Winning this award has been a tremendous motivation for our team, and we are excited to see where this recognition will take us in the future.

1. The power of creativity to inspire and influence people: I love how advertising and marketing campaigns can capture the attention and imagination of people and make a positive impact on their lives. 2. Collaboration and teamwork: I enjoy working with a team of creative individuals who come from diverse backgrounds and have different perspectives, ideas, and skills. It's always exciting to see how these different ideas come together to create something unique and effective. 3. Constant innovation and evolution: The advertising and creative industry is constantly changing and evolving, with new technologies, platforms, and channels emerging all the time. I find it exhilarating to be part of an industry that is always pushing the boundaries and challenging itself to do better.

Lebanon has a rich cultural heritage and a diverse population, which contributes to its uniqueness in the creative industry. Beirut, in particular, has a reputation as a hub for creativity and innovation, attracting artists, designers, and entrepreneurs from around the world. Additionally, the country's history of political turmoil and social unrest has inspired many creatives to use their work as a means of advocating for change and promoting social justice. The Lebanese creative industry is also known for its resilience and resourcefulness in the face of challenges, such as the current economic crisis, which has led to an increase in independent and community-driven initiatives.

I believe that the creative industry will continue to evolve rapidly over the next 5-10 years, as technology advances and new platforms and mediums emerge. Augmented reality, virtual reality, and artificial intelligence will play increasingly important roles in the industry, offering new opportunities for creative expression and innovation. Additionally, there will likely be a continued emphasis on sustainability and social responsibility, with brands and agencies placing greater importance on creating purpose-driven and ethical campaigns. The industry will also become more globalized, with collaborations between creatives from different countries and cultures becoming more common.

My advice for aspiring creatives would be to always stay curious and open-minded. The creative industry is constantly evolving, and it's important to stay up-to-date with the latest trends and technologies. Also, never stop learning and improving your craft. Don't be afraid to take risks and push boundaries, but always keep your audience in mind and make sure your work resonates with them. Finally, be persistent and resilient, as success in the creative industry often comes with hard work, dedication, and perseverance.

As someone who has been in the creative industry for years, I would recommend a few resources to those who want to improve their skills: Online courses: There are many websites that offer online courses on a variety of topics related to the creative industry, such as Udemy, Skillshare, and Lynda. These courses can be a great way to learn new skills and improve existing ones. Books: There are countless books available on design, advertising, and creativity. Reading these books can give you new insights and perspectives on the industry, as well as provide practical advice and techniques for improving your skills. Industry events: Attending industry events, such as conferences, workshops, and networking events, can be a great way to learn from other professionals and make connections in the industry. Practice: Ultimately, the best way to improve your skills in the creative industry is to practice. Whether it's creating personal projects or working on real projects for clients, the more you practice, the better you will become.

I must admit that I have never shared this with anyone before, but I am truly afraid of time slipping away without achieving all the things I have in mind. I have so many goals and aspirations that I wish to accomplish, and the thought of time running out before I can achieve them can be quite overwhelming at times. Perhaps this is the reason why I started working on my own at such a young age, as I am always trying to make the most out of every moment and opportunity that comes my way. Despite my fears, I am determined to keep pushing forward and to use my creativity to make a positive impact in the world.

I can say that my father has not only inspired me in my professional life but also in my personal life. Growing up, he taught me the importance of hard work, dedication, and creativity. He was always pushing me to think outside the box and find new ways to approach problems. His wit and humor have also influenced my approach to life and work. He has a way of looking at things that is both smart and creative, and he has passed that on to me. I often find myself thinking of things in a different way because of his influence. My father was also a successful creative professional, and I was always in awe of his work. Seeing the impact, he had on people's lives through his creativity was truly inspiring, and it motivated me to pursue a career in the same field.

I believe that the key to success is to have a clear vision, a strong work ethic, and to constantly push yourself out of your comfort zone. It's important to have the willingness to take risks and try new things, while also being able to learn from failures and setbacks. Surrounding yourself with a talented and diverse team can also be a great asset to achieving success. My parting words of wisdom would be to always stay curious, keep learning, and never lose your passion for what you do. With hard work, perseverance, and a positive attitude, anything is possible. Remember to take care of yourself, stay balanced, and always strive to make a positive impact on the world around you.

Yes, I would like to add that I believe that creativity has the power to change the world for the better. It is important for us as creatives to use our skills and talents to make a positive impact in the world, whether it be through social initiatives, environmental causes, or simply bringing joy and beauty to people's lives. I also want to encourage everyone to keep pushing their limits and to never stop learning and growing, as the creative industry is constantly evolving and there is always something new to discover and explore. Thank you for the opportunity to share my thoughts and experiences.