Usman Saleemi

Usman Saleemi is an award-winning creative, fusing artistry with strategy, transforming brands at the intersection of commerce, culture, and change. Recognized at the Cannes Lions, Dubai Lynx, One Show, and more, and ranked #1 Creative Director in IP and Innovation across the Middle East (One Show ’23), his work has driven record-breaking success for some of the world’s greatest brands including adidas, Vans, Audi, Westin, the UAE, Pakistan and British governments, and countless more.

With a global upbringing spanning Pakistan, Singapore, Denmark, the US, and over a decade in Dubai, Usman bridges East and West, shaping how global brands connect with the MENASA region, and vice versa. As ECD and Partner at sweetwater MEA, he champions integrated creativity, embedding innovation frameworks to fuel major brand breakthroughs—including Mashreq Bank’s rapid brand growth, culture-defining adidas collaborations like the adidas Superstar Ravi, House of Vans Dubai’s skatepark in the sky, extensive Abu Dhabi F1 activations, and globally recognized social impact initiatives like Pink Ribbon’s breast cancer self-detection bra.

Beyond his work with top brands, he has led design for a high profile gaming technology startup, worked closely with major non-profit organizations bringing the power of creativity to drive more effective strategies, and driven initiatives in community art and design collaborations. An undefinable hybrid himself, he helps next-generation creatives connect dots that others can’t, won’t, or just don’t see, to achieve success for themselves, partners, clients, and communities.