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ArtInterviewPeopleFashion

by Alexandra Mansilla

Ghassan Kayed, Burgers & Hoodies: ‘I Want To Put Our Region On the Global Radar’

11 May 2025

“Our purpose is to challenge the way people see things, no matter the size of the project. We want to create a buzz.” That is the mission of Burgers & Hoodies, a Dubai-based creative agency founded by Ghassan Kayed. Every campaign they craft tells a story: deep, meaningful, and designed to shift perspectives. They obsess over angles and sweat the smallest details — because those are what really count.
Their client roster speaks for itself: Prada, Chopard (yes, they created that project with Bella Hadid you have probably seen!), Gucci, Dior, and plenty of other major international and local brands.
But how do they bring these ideas to life? Who is on the team? And what is the story behind Burgers & Hoodies? We sat down with founder Ghassan Kayed to find out.
— Hi Ghassan! Four years ago, you founded a creative agency with the catchy name Burgers & Hoodies. But really — what do burgers and hoodies have to do with it?
— So, technically, there are two ways to explain the name. One is fun and simple, without really reflecting the direction or nature of the work. The other digs more into the core of the business, which evolved over time.
When I first decided to start Burgers & Hoodies, I had a business partner back then. Like with any new venture, we went through the whole creative process of coming up with a name. From day one, we wanted something catchy that really resonated with our personalities.
We couldn’t land on anything at first, so I said, “You know what? I’ll write down five things I like, and you do the same. Then we will pick the first two things we have in common.” And those two things were burgers and hoodies. That is how the name Burgers & Hoodies was born.
As time went on and the business evolved, we started to really understand the core of what we were building: merging marketing with production, content creation, and advertising. That became the true essence of what we do today. I realised the name worked on another level too — there is a great visual of someone throwing on a hoodie and eating a burger, which itself tells a fun marketing story.
Also, burgers and hoodies on their own have nothing in common — and that is exactly what we aim to do: bring together things that aren’t naturally connected and create something new out of them. That is how it started with marketing and production: we brought two different worlds together and created a new, dynamic approach to the work.
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The process of choosing the name (2020)

— Every company, especially a creative agency, has its own mission. What would you say yours is?
— The whole concept of Burgers & Hoodies was to bring something new to the market. I wanted to create something unique, something that really stands out.
If I had to tell you my core mission, it is this: I genuinely want to put our region on the global radar. I want to see our region being used as a reference point globally. I would love to see our work added to international mood boards, with brands from all over the world looking at what we create and using it as inspiration for their own strategies, content, and production.
And I don’t think that is unrealistic at all. But we need to break the stigma and stop defaulting to the traditional way of working, where we constantly look outside for references. Instead, we should be looking within to see what we can bring to the table.
This has kind of been my mission since day one, but I only really started noticing the impact when we began working on projects with clients outside the region. We have had multiple approaches from global HQs and international offices, and in their presentations, I have seen our work included on their mood boards and references!
I don’t want to be seen as “second-tier” creatively. We can lead globally.
— So you mentioned that from day one, you aimed to bring something new to the market. What was the market like four years ago when you launched?
— When Burgers & Hoodies launched, it happened to coincide with Dubai’s rise as a true creative hub. Brands were starting to invest more heavily here, and the whole market began to shift, especially during and after COVID, when things really took off.
My main focus from the start was cinema and storytelling, which has become one of our key USPs. I already had strong connections in the industry, which helped get us the exposure we needed early on.
From day one, we pushed for bold creativity and a cinematic approach. That really set us apart. People noticed that we weren’t just producing beautiful editorials, which was the big trend at the time, but we were creating stories that felt like mini-films. That is how brands started approaching us. Even when there weren’t big platforms — like magazines or major brand channels — we worked with influencers and placed them in storytelling scenarios. It gave them a chance to try acting and add more depth than just posing for a photo.
We started with short films and videos, and over time expanded into more commercial work, always keeping storytelling at the core. We realised early on that balancing creativity with commercial viability was key to sustaining the business.
I also want to highlight something important: there is a big difference between simply filling a gap and truly fulfilling a client’s needs. Some clients come in with a checklist of deliverables, but that is not why people approach Burgers & Hoodies.
They come to us looking for a full story — whether centred on a product, a collection, or even something as simple as a piece of décor. And we build something much bigger around that.
Our goal is always to push things to the extreme — to break and bend the usual guidelines in ways that take the work to the next level.
— Let’s get into your projects. You started out four years ago with a small agency, hoping the clients would roll in. Who was the first?
— My first project was with Prada. We launched on January 13, and just a few days later, I got a phone call from Prada’s PR manager. She said, “Hi Ghassan, how are you? We’d love to explore an opportunity with you to work on our Fall/ Winter 2021 campaign.”
The project was really interesting — they wanted to tell six different stories with influencers, creating content around the show, which was still happening online back then, before things fully returned to normal after COVID.
It was all on very short notice — they asked if I could start planning and shooting within 3–4 days. Without hesitation, I said yes, even though it was my first project and I honestly didn’t know if I could pull it off. But I have always been someone who doesn’t like to say no.
We made it happen, and it turned out beautifully. We did some shoots over Zoom for the first time, which I don't think had been done before in the region. For example, we shot with Nathalie Fanj, who was in Beirut, and with Dima Sheikhly, who was in Dubai and actually had COVID at the time.
The project was a big success and really sparked everything that followed. Soon after, we landed a beautiful campaign with Gucci, and from there, things just kept rolling.
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Gucci, "Link to Love"

— Can you also tell us about some of your projects that really stuck with you, such as projects you are especially proud of?
— One of the first major projects we worked on was a campaign with Gucci for the launch of their jewelry line, Link to Love. When they approached us, it was a bold and exciting opportunity. The concept was to create a campaign centred around the theme of love.
Their goal was to communicate love in all its forms, not limited to one type of relationship. They emphasised that love is universal but also asked us to be mindful of cultural sensitivities in the region.
We started by breaking down the concept of love, focusing on the idea that everyone has the right to express it. We created content that made people think, “How lovely,” without offending anyone or crossing cultural boundaries. We translated the idea of love in a smart, subtle way, and the brand was thrilled with the result. We didn’t receive a single piece of negative feedback, and the campaign made a strong impact across the region.
Another huge milestone was our recent campaign with Bella Hadid for Chopard. The exposure and feedback were incredible, and the project really elevated our agency’s profile. I was so proud of my team — the scale of the production was massive, and we executed it perfectly. Bella was genuinely impressed with how we worked; we have even stayed in touch since. The Chopard team was also thrilled, praising our planning, effort, and organisation. It was our first time working with such a high-profile celebrity under strict guidelines, and we pulled it off flawlessly.
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Bella Hadid for Chopard

— Who is on your team, and how has it evolved over the past four years?
— What I love about Burgers & Hoodies is that the entire team is now made up of ladies. At first, I thought it might be challenging, but honestly, it has been amazing. They are smart, hardworking, and incredibly strong — both mentally and physically. I am so grateful for them; there is no way I could have done it without their dedication.
Four years ago, we were just three people, working on a small scale. But after opening our first office in d3 about three years ago, we started hiring, and within a year, we grew to nine. Business keeps growing, and we are always on the lookout for new creative talent. What is interesting is that most of the team doesn’t even have a traditional marketing or creative background — some are architects, others studied economics or fashion design. For me, it is all about personality and creative drive. Skills can be learned, but passion is key.
— And what is your exact role in the agency today? I imagine that, in the very beginning, you handled everything 24/7, but how has that changed now?
— I am everything from founder to office boy — seriously, I will even bring the coffee! Officially, my title is Founder and Creative Director, but I love being hands-on. I don’t micromanage (I actually hate that), but I am naturally super curious. I ask a lot of questions — and because I ask, the team will often say, “Well, since you’re asking, can you help with this or that?” And I do! I like to know what is going on and give my input — even if they don’t take my ideas, I totally respect their creative process. I just like to offer my thoughts in case they are useful.
Most of my day is spent on strategy — working on big-picture ideas, jumping on calls with clients and potential new clients. No matter how small a client is, I have a personal relationship with every single one of them. I am friends with all my clients, and I love that connection.
Honestly, I am the kind of person who will also check in with the team to see if they need coffee, snacks, or anything else to keep them relaxed and not feel pressured. So yeah, in the office I am everything from the founder to the office boy, and I wouldn’t have it any other way.
— Does your team have a favourite office snack?
— We do! I am obsessed with Flamin’ Hot Cheetos, so we always have Cheetos stocked at the office. But the girls are all about Haribo gummies. And lately, since two new Gen Z girls joined the team, matcha has taken over.
— You just mentioned two new Gen Z team members. Have you noticed any differences working with Gen Z compared to, say, millennials?
— There is definitely a huge difference!
Gen Z is a very advanced generation. Their vision is forward-thinking in a way that is honestly impressive. When I was their age, around 20, I had just graduated and wasn’t thinking as far ahead. I knew I wanted to do my own thing, but I didn’t have the same clarity or tools. Now, they have got social media, which has made everything more accessible. They are exposed to so much more and have all the tools to start something early.
That said, I have noticed they are not the most loyal generation, not necessarily to people, but to brands and experiences. They are a bit moody; they love to try new things and jump from one product or trend to the next. For example, if they are using a skincare brand and something new and trendy pops up, they will switch immediately. That constant shift is tough to keep up with because you need to satisfy their curiosity, and they are the ones who make things go viral. Honestly, I have learned a lot from them. They have taught me to stay sharp and always look for alternatives, because social media moves fast, and you need to move just as fast.
Gen Z tends to be very clear about what they want because they are so exposed to everything. They have a much better work-life balance than we did at that age, and a deeper appreciation for life itself, whether or not work is at the centre of it. I think that is healthy. Their priorities are different from ours, but they bring so much value: they are fast, they know what is trending, and they are active on the platforms that matter. They can whip up a great Reel in no time — they are basically our eyes and monitors out there.
One thing I really admire about Gen Z is that they are much better at putting themselves first, and that is important. Everything else comes after. I think that is healthy because if your mental and physical health aren’t solid, you can’t really be productive.
— What is next for Burgers & Hoodies?
— We are currently working on a big new project, and in terms of major steps, we are in the process of exploring new markets. When I say new markets, we are starting with those closest to us — mainly Saudi Arabia and the GCC. Saudi, in particular, has been a really exciting market on our radar. We already have a solid client base there, and we have been getting a lot of requests to establish a permanent presence.
I recently visited Riyadh, and it was really eye-opening to see how different the market is there. I don’t want to announce anything just yet, but I can say we are actively working toward setting up a base in Saudi — and hopefully, that will happen soon.
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Ghassan Kayed. Instagram: @ghassankyd

— I have two more questions for you. First, about the creative scene in the UAE: it is incredibly diverse, and naturally, there are challenges. What would you say are the main ones in your field?
— My real challenge is that the concepts we are bringing to the market are still relatively new. People, especially clients, are often hesitant to try new things or step into unfamiliar territory. Things like launching a full campaign without showing the product upfront, or avoiding the typical “product in your face” approach in the first few seconds — these are new habits of communication and marketing here, and not everyone is ready for that shift. We still spend a lot of time educating clients and explaining why these fresh approaches matter.
At the same time, with the overwhelming amount of content, ads, and products people see every day, the consumer is oversaturated. Just throwing another product or ad in their face won’t push them to buy or even notice. That is why these new techniques are so important. But yes, it is a challenge for the clients, and for us too. We are still learning, adapting, and figuring out what works, because there are no set rules. We are helping to shape those rules as we go, testing what actually gets results and meets the goals and numbers our clients expect.
Also, it is important to understand what it really takes to start and sustain a business. Opening an agency or launching an Instagram account is easy, especially in Dubai, where a lot of processes are streamlined. But what truly matters is sustainability, growth, clear vision, and consistent monitoring. In my opinion, success comes down to consistency, not just repeating the same thing, but consistently evolving and improving. That is what creates stability and long-term success.
There is also a huge responsibility in delivering results, building and leading a team, and thinking about their careers and growth. It is not just about doing something good once; it is about continually improving and pushing for better. I believe that is where we stand out. I don’t want to sound like I am bragging, but this concept was unique from the start, and its ongoing evolution has kept it that way. We have seen plenty of others try to replicate it, but the results speak for themselves.
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— And my second question — you paint! Wow, that is amazing!
— I studied art for about six or seven years as a kid — it was my weekend activity. At first, it actually felt like a punishment. Every Saturday, I’d have to go to this studio for art lessons with an American artist who was in his 60s. So at the beginning, it wasn’t something I enjoyed or looked forward to. But over time, I started to understand what I was doing, and it really brought a lot out of me. It especially helped me through a big transition in my life — my parents’ divorce.
These days, I think the only time I can truly switch off my brain and stop overthinking is when I paint. I never plan what I am going to paint, and I don’t decide in advance. I just keep my canvas and paints ready at home, and whenever I feel that urge, I put my phone away, close my laptop, and dive in. My whole process is very personal. It is all about what I am feeling at that moment, what I am listening to. Sometimes I film myself painting because I love creating raw, unfiltered content around it, but I keep it simple so I don’t distract myself. I just let whatever I am feeling come out naturally.
A lot of my paintings are about flowers — I am obsessed with nature and flowers. You’d see fresh flowers in my house every single day of the year. I am so passionate about them that my dream is to open my own flower shop one day.
Other times, my paintings are about figures, mainly male figures. I find the male form really intriguing because it is full of contradictions. It is solid and strong, but there is also so much complexity beneath the surface: how men see things, how they navigate emotions, how they relate to women. Especially in our region, there is this idea that a man has to be tough, the provider, fitting into a certain mould. But I think it is much deeper than that — there are so many layers that make up a man’s identity.
Through my paintings and drawings, I try to explore and express that. The figures I paint are like characters to me — they represent phases I have been through, people who have inspired me, or lessons I have learned. I turn those feelings and stories into visual elements. And I always try to keep them as raw and real as possible. For me, painting is a deep, personal dialogue between my heart and my brain, my feelings and my thoughts. I just let my hands take over and bring it all to life.