With 22 years of international experience, Shadi Kassem is a Creative Director and Consultant shaping brands, experiences and campaigns across Europe and the Middle East. 

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His experience spans luxury, automotive, entertainment, energy, finance, healthcare, tourism, education, culture, sports and large-scale international events, working with global brands, governments and major organisations. His approach covers the full journey of a project, from strategy and concept through creative development, production and delivery.

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Having worked across creative direction, production, multidisciplinary teams and large-scale projects, Shadi brings a hands-on understanding of what it takes to turn an idea into something real. He understands both the creative ambition and the practical, operational and business realities behind delivering it, from people and processes to production, budgets and client needs.

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The House of Mad is built around that same philosophy. It is a fluid creative concept rather than a fixed agency structure, adapting its role to what each project actually needs. Sometimes it leads from the front. Sometimes it works alongside an existing team. Sometimes it operates quietly in the shadows, bringing expertise where it can have the greatest impact.

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The House brings together the right people, disciplines and expertise for the job, without forcing every project into the same model.

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The work comes first. The House adapts around it.