Brand Strategist · Script Writer · Editorial Strategist
HibaBelkhayat
I decide what an audience is supposed to feel — then I write the thing that makes them feel it. That decision is the whole job, and it’s mine.
Most content fails before a single word is written. Not because the idea is weak — because nobody decided what the audience was supposed to feel.
I start with the decision. One claim, one tension, one belief worth challenging. Everything downstream — the hook, the structure, the shot list, the calendar — falls out of that choice almost automatically.
It’s why my clients stop guessing at what to post. The work isn’t a pile of assets. It’s one argument, told in sequence, in a voice that stays the same whether it’s a three-minute VSL or a fifteen-second reel.
Significant problems don’t always announce themselves.
From “The report nobody opened”
Strategy first
Sentences second
27%
Landing page conversion
Up from 7%. Same offer, same traffic — rewritten narrative.
06
Client engagements
Four acquisition funnels, a six-month editorial system, a reel series.
3:00
The VSL format
Three minutes to move a stranger from curious to committed.
08
Videos delivered
Six directed for two brands, one shot and cut myself, one on camera.
I write it, direct it, and front it
Two brand campaigns I set the angle and the shot list for — and one where the person holding the mic is me.
On camera
Three seconds is all you get. Press play and judge one thing — did you keep watching?
Presence reel
Direction & writing · 6 cuts
Maison Ayla and Lima Design. Idea, script and shot direction mine on every frame.
Maison Ayla
Maison Ayla
Maison Ayla
Maison Ayla
Lima Design
Lima Design
Pages people finish
Six engagements, written end to end — angle, script, page, sequence. A selection, not the archive.
Spa · Restaurant · Green
Content systemAtlas Golf Resort
2025Spa · Restaurant · Green
“Six months of hospitality content, planned to the frame.”
A full editorial system across three revenue centres — spa, restaurant, golf. Every post carried its shot description, reference, product tie-in and location before a camera ever came out.
Clinic Design Studio
Content systemHouria
2025Clinic Design Studio
“Every space has potential. We see what others can't.”
A reel system built around one repeatable emotional beat — the moment a practitioner walks into their finished clinic. Voiceover, shot list and reveal timing scripted per format.
Plus directed video, reel systems and months of editorial calendars that never made this page.
Four disciplines, one spine
Before a word gets written, someone has to decide what the brand is actually claiming — and what it refuses to say. That decision is the whole job.
- Positioning
- Voice & tone system
- Category framing
- Message hierarchy
Strategy & Thinking
The report nobody opened
The Dead Sea Scrolls sat in a cave for two thousand years.
Not because they were hidden. Because nobody thought to look there. The area wasn't remote or inaccessible — it was passed regularly. The scrolls weren't lost. They were just in a place that didn't match anyone's model of where something significant would be found.
A Bedouin shepherd threw a rock into the cave looking for a lost goat. That's how they were discovered.
Belief challenged
If something were significantly wrong with the funnel, you'd already know about it.
Structure
Assumption → Reality → Shift
Next
Let's decide what your audience should feel.
I take a handful of engagements at a time. If the offer is real and the traffic is already moving, bring it.