Rammy Elsaadany Establishes Independent Creative Studio Perception Lab in Dubai

Rammy Elsaadany, formerly the founding Head of Creative at Riyadh Air, has launched Perception Lab, an independent brand and creative consultancy headquartered in Dubai. The practice will work with clients across the Gulf, London and other international markets.

Perception Lab will collaborate with brand owners, senior leadership teams and their existing agency partners on creative strategy, campaigns, films, product launches and brand experiences. Its operating model gives organisations access to experienced creative leadership without the need to establish a permanent in-house team.

A British-Egyptian architect by training, Elsaadany brings more than two decades of experience across London and the Gulf. His work has spanned sectors including finance, aviation, investment and international institutions. His approach is guided by an architectural principle: build the structure before the surface.

A Creative Consultancy Built Around Strategic Consistency

The idea behind Perception Lab developed from Elsaadany’s experience at Riyadh Air, where he recognised the value of overseeing creative work throughout the process, from initial thinking and strategy to public execution.

Elsaadany said, “I like being there from the start, when nobody’s sure what the story is yet, through to the shoot, the edit and the launch. Having an opinion on the work is easy. Being responsible for creative consistency and quality is the job.”

He identifies the transition from strategic decisions to final creative output as a key challenge for many organisations, particularly when multiple teams and agencies are involved.

“A good strategy goes through five teams and two agencies and comes out saying something else. That’s normal. Someone has to hold the original thinking all the way through, and usually nobody does,” Elsaadany added.

Three Core Service Offerings

Perception Lab will operate through three main service areas:

• Advisory: Strategic creative guidance for CEOs, CMOs and brand leaders, covering creative direction, briefs, agency partnerships and key brand decisions.
• Fractional Creative Leadership: Access to an experienced creative lead who works alongside an organisation’s existing team without requiring a full-time appointment.
• Projects: Creative direction for campaigns, launches, films, brand reveals and experiences, including confidential and internal assignments.

The consultancy will serve clients across multiple industries, including aviation, real estate and destinations, hospitality, luxury, energy, financial services, technology and culture.

Elsaadany plans to maintain a lean operating structure, working directly with clients and collaborating with agencies, production houses and specialist partners according to individual project requirements.

Clarifying the practice’s relationship with other creative businesses, he said, “I’ve worked with brilliant agencies and production partners, and I’m not setting up to compete with them. The work gets better and moves faster when everyone knows what they’re trying to achieve and who’s making the decisions. That’s usually the missing piece.”

He also highlighted the importance of confidentiality in creative consultancy, noting that some assignments are not intended for public release.

“Some of the most important work happens behind closed doors. A brand decision, something for a board, a project nobody will ever see. Discretion is part of the job,” he said.

Experience Across Aviation, Investment and Global Brands

During his three years at Riyadh Air, Elsaadany established the airline’s creative function from the ground up. He maintained a consistent creative direction across its brand identity, campaigns, films, cabin design, uniforms and sound.

His work included the airline’s cabin reveal in Jeddah in April 2025 and its global aircraft reveal in June 2026.

Before joining Riyadh Air, Elsaadany led creative projects at Saudi Arabia’s Public Investment Fund. His work included the global reveal of New Murabba and a simultaneous 4D digital out-of-home activation across Times Square in New York and Piccadilly Circus in London, which set a record.

His earlier experience includes leading VideoLab, Barclays’ in-house film and video division, and holding a creative leadership position at the Project Management Institute, where his projects included work for Expo 2020 Dubai.

Elsaadany’s work has earned an EVCOM Gold and three Silver Dolphins at the Cannes Corporate Media & TV Awards. He has also participated in industry panels and served on the advisory panel for the UK Top 50 ranking of brand and corporate film producers, published by Televisual and EVCOM.

With Perception Lab, Elsaadany aims to bring strategic creative leadership, consistent execution and collaboration into a flexible consultancy model serving organisations across regional and international markets.