First Words in Dubai
The beginning of an Arabic storytelling journey.
00Prologue
Arabic-first ideas · Global brands · Dubai
Arabic Creative Lead &Senior Arabic Copywriter.
18+ years creating and leading Arabic-first work for Etisalat, RTA, ADCB, BMW, Cadillac, Pepsi, KFC and more.
I’m Khaled Amayri, an Arabic creative lead and senior copywriter in Dubai, operating at associate creative director level. I lead Arabic-first concepts, copy and a four-person creative team.
Enter the story ↓01Origin
The Beginning:A Writer’s Journey
Eighteen years ago, I arrived in Dubai with a love for the Arabic language. That beginning became a career creating culturally fluent work—and exploring how AI can strengthen human creativity.
Finding My Voice Across Cultures
Mastering the art of transcreation.
The AI Awakening
Discovering how technology amplifies creativity.
Building Bridges
Connecting tradition with innovation.
I don’t just write in Arabic.I think, dream and create in it.
02Transcreation
The CraftBehind the Words
Arabic copy needs more than accuracy. It needs cultural nuance, a human voice and an idea worth remembering.
Arabic Copywriting with Soul
I don’t translate. I transcreate. Your message is reborn in Arabic with all its cultural richness intact.
↗Localization That Feels Local
Lost in translation? Not on my watch. I make your brand feel at home in Arabic markets.
↗AI Enhanced Storytelling
I use AI as my research assistant and brainstorm partner. But the heart? That’s all human.
↗Brand Voice & Strategy
Finding your voice is like finding yourself. Let me guide you there.
↗Content That Connects
From blogs to campaigns, every word counts. And every word tells part of your story.
↗The Full Creative Journey
From concept to execution, I’m your partner in bringing ideas to life.
↗03The Toolkit
The ToolsBehind the Craft
AI helps me research, explore and test Arabic ideas faster. The tools accelerate the process; creative judgment stays human.
HumanCraftstays at the centre
ChatGPTBrainstorm buddy
GeminiInsight
PerplexityClarity with proof
ClaudeWriting partner
SunoSound and music
Lahajati.aiHuman voices
Weavy.aiHuman friendly design
AdobeImagination
04Trust
Regional reach · Global standards
Brands WhoTrusted the Journey
Global and regional brands trust me with Arabic copywriting, transcreation and creative leadership across the UAE and GCC. I direct two designers and two Arabic writers, lead work from brief to delivery, and was an Arabic Copywriter of the Year finalist in 2025.
See who trusted the words↗05Voice
The story continues.
Arabian Roots, Global Routes is a spoken chapter about language, culture and the routes our stories travel.
Listen · 2026Arabian Roots, Global Routes
06The Next Chapter
Your story, in Arabic