Firas Mghames

Ep#25 Emile Adaimy: From Sketchbook to 3D Mapping Mastery | The 2.28% w/ Firas Mghames

Fri, 10 Oct 2025 09:00:00 +0000

From sketching on paper to transforming ancient landmarks into living canvases, Emile Adaimy’s journey is a masterclass in passion, resilience, and innovation.In this episode of The 2.28%, Emile sits down with Firas Mghames to share how he moved from traditional drawing and illustration into the world of modern 3D animation, the business pressures, and the creative breakthroughs that shaped his career. He opens up about the challenges of large-scale projects, the importance of freedom in choosing the right work, and how collaboration fuels creativity.We also dive into his latest, groundbreaking 3D mapping project at Baalbek with Oussama Rahbani, the first of its kind in Baalbek, exploring what it takes to blend art, history, and technology at such a scale. Plus, Emile and Firas reflect on the role of AI in the creative process and why human imagination remains irreplaceable.

Ep#25 Emile Adaimy: From Sketchbook to 3D Mapping Mastery | The 2.28% w/ Firas Mghames

Wed, 08 Oct 2025 15:53:39 +0000

Ep#24 Farid Chehab: Ideas, Ego & Legacy with the C of H&C Leo Burnett | The 2.28% w/ Firas Mghames

Wed, 08 Oct 2025 15:07:19 +0000

Tune in for a discussion with Farid Chehab, who shaped industries, broke boundaries, and built a legacy.In this episode, we sit down with the legendary ad man, the “C” in H&C Leo Burnett, as he reflects at 80 on over five decades of redefining creativity in the Middle East and beyond.From his beginnings as an artist, to his early work at Y&R with Procter & Gamble, to building H&C with Charles Homsi amid the Lebanese Civil War, Farid shares the triumphs and struggles of creating agencies that left a lasting mark on global advertising. You’ll hear about the pivotal connection with Leo Burnett that transformed their reach, and his lifelong discipline of putting ideas above ego.Joining in the conversation is Ramzy Abou-Ezzeddine, Leo Burnett alumnus and CEO of 2MRW, where the discussion dives deeper into the lessons, dynamics, and philosophies that shaped both an industry and its people.Farid opens up about:-The challenges of building creative culture in times of crisis.-Lessons from global campaigns, including setbacks and breakthroughs.-The philosophy of The Idea Agency and why ideas matter most.-Shaky dynamics with Raja Trad, but a friendship that has lasted a lifetime.-Reflections on AI, education, and the future role of creativity in society.This isn’t just the story of an ad man. It’s the story of how creativity became a movement in the Middle East, shaping brands, culture, and generations.Books by Farid Chehab - https://ofideas.com:"A Bet for a National Conscience” - "Pari pour une Conscience Nationale" - "رهان على ضمير وطن"“Of Happiness and Ideas""A Bridge over the 21st Century"

Ep#23 Ramzy Abou-Ezzeddine.. Cutting the BS: What The Ad World Needs to Hear | The 2.28% w/ Firas M

Wed, 08 Oct 2025 14:55:05 +0000

In this refreshingly real conversation, Firas sits down with Ramzy Abou-Ezzeddine to talk about what the ad world really needs to hear. From his early days handling Procter & Gamble, to rebranding Bank Audi, running Y&R, and now building a new kind of consultancy, Ramzy shares the wins, the mistakes, and everything in between. They get into why small, focused teams work better, how real client relationships are built on humility and honesty, and what actually moves the needle on creative work. Ramzy doesn’t hold back about the behind-the-scenes struggles of big rebrands, the industry’s growing obsession with financials over ideas, and why awards should be earned, not bought. They also dive into the challenges facing young creatives today, the pressure to “look digital,” and why so much work ends up being noise instead of impact.

Ep#22 With Tony Nicolas... TikTok in Lebanon: Hype, Trend or Here to Stay? | The 2.28% w/ Firas M

Wed, 08 Oct 2025 14:44:31 +0000

In this episode of The 2.28%, Firas Mghames sits down with Tony Nicolas, digital creator, marketing strategist, and founder of Nichers, to unpack the real story behind TikTok's rise in Lebanon. With over 118K followers and a track record of helping brands stand out through authentic video content, Tony shares his insights on what it takes to succeed on the platform, the power of storytelling, and how TikTok is shifting the marketing landscape. Is TikTok just a passing fad in Lebanon, or is it reshaping how creators and brands connect with audiences?

Ep#22 With Tony Nicolas... TikTok in Lebanon: Hype, Trend or Here to Stay? | The 2.28% w/ Firas M

Wed, 10 Sep 2025 05:00:00 +0000

Ep#21 With Boudy Nasrala... WonderEight, AI & The Business of Creativity | The 2.28% w Firas Mghames

Mon, 08 Sep 2025 05:00:00 +0000

In this episode, we sit down with Boudy Nasrala, co-founder of WonderEight, the branding agency he launched with his brother Walid back in 1999. Boudy walks us through a journey defined by experimentation, bold decisions, and the relentless blending of tech and design. We dive into the early days of WonderEight, the evolution of the freelance sector, and the shifting dynamics of creativity in a tech-driven world. From AI integration to managing high-pressure creative environments, Boudy and Firas shared their candid thoughts on what it takes to adapt, and lead, in a constantly evolving market.في هذه الحلقة، نجلس مع بودي نصرالله، الشريك المؤسس لوكالة وندر إيت المتخصصة في صناعة العلامات التجارية، والتي أطلقها مع شقيقه وليد عام 1999. يأخذنا بودي في جولة عبر مسيرةٍ شكّلتها التجارب الجريئة، والقرارات الحاسمة، والمزج المستمر بين التكنولوجيا والتصميمنغوص في بدايات وندر إيت، ونناقش تحوّلات قطاع العمل الحر، وتبدّل معايير الإبداع في عالم تقوده التكنولوجيا. من دمج الذكاء الاصطناعي، إلى إدارة بيئات العمل الإبداعية تحت الضغط، يشارك بودي وفيراس آراءهم الصريحة حول ما يتطلبه الأمر للتكيّف والريادة في سوق لا يكفّ عن التغيّر

Ep#20 With Shady Hanna.. From SLCHI to Agencies & Lebanese Cinema Scene | The 2.28% w/ Firas Mghames

Sun, 07 Sep 2025 08:57:22 +0000

An exploration of director Shady Hanna's creative journey from shaping Lebanese pop culture with SLCHI, to directing commercials, and leaving his mark on the local cinema industry. They dive into the director-actor relationship, the pursuit of artistic excellence, and how creativity evolves in a fast-changing, tech-driven world. As the creative force behind the cult-favorite SLCHI and with a diverse career spanning commercials, agency work, and feature filmmaking, Shady shares how early artistic memories shaped his identity and fueled his rise in the local pop culture landscape. In this candid conversation, Shady and Firas explore the art of stepping into the actor’s shoes—building trust, communicating emotion, and pursuing perfection. From navigating the pressures of creative teams to embracing AI in advertising and storytelling, Shady breaks down what it takes to leave a lasting mark on Lebanon’s cinematic and creative industries.

Ep#19 Manhal Nacouzi.. The River of Life: Politics, People, Agencies & Strategy | The 2.28% w/ Firas

Mon, 14 Jul 2025 07:00:00 +0000

In this episode of The 2.28%, Firas sits down with Manhal Nacouzi, a seasoned marketing and political communication expert with over 34 years of experience across agency, client, and campaign life. Together, they dive into what Manhal calls the “river of life” — a powerful reflection on career growth, human-centered leadership, and the shifting tides of the marketing industry.From boardrooms to political campaigns across Lebanon and Libya, Manhal shares rich insights on the value of mentorship, navigating industry change, and building resilient teams through Humanagement — a people-first approach to leadership. The conversation flows through the challenges of political branding, the cost of authenticity in public life, and the urgency of long-term strategic thinking in both governance and advertising.

Ep#18 Sonic Branding & Crafting Culturally Relevant Sonic Brands | The 2.28% w/ Firas Mghames

Fri, 11 Jul 2025 07:23:00 +0000

In this episode of The 2.28%, we tune into the power of sound, exploring how audio identities are being crafted, reimagined, and localized across the region. When every sonic element can create deeper resonance—or disconnect—depending on how culturally in tune it is, this isn’t just about being heard; it’s about being remembered, recognized, and felt.Dive into the world of sonic branding, with Roudny Nahed and Si-bemol Younes from Music Grid, exploring how audio identities are evolving across the region. From voice cues to music choices, we unpack why cultural relevance isn’t just a nice-to-have, but a make-or-break factor in resonating with audiences.

الحلقة 18: العلامة الصوتية وتصميم هويات سمعية تعكس الثقافة المحليةThe 2.28% في هذه الحلقة مننغوص في أثر الصوت، ونستكشف كيف يتمّ تصميم، إعادة تصوّر، وتوطين الهويات الصوتيّة في منطقتنا. فعندما يمكن لكل عنصر صوتي أن يخلق صدى أعمق، أو انفصالاً قاطعًا، بحسب مدى توافقه الثقافي، فإن الأمر لا يتعلق فقط بأن تُسمَع، بل بأن تُذكَر وتُعرَف وتُشعَر النغمة، النبرة، أو حتّى الصوت القصيرانضموا إلى رُدني ناهد وسي-بيمول يونس في رحلة داخل عالم العلامات الصوتية، حيث نستعرض كيف تتطوّر الهويات الصوتية في المنطقة. من نغمات الصوت إلى اختيارات الموسيقى، نكشف لماذا تُعدّ الصلة الثقافية عاملاً حاسماً في الوصول إلى قلوب الجماهير، وليس مجرد إضافة تجميلية

Ep#17: Ali Agha & Geoana Hobeiche, Neuromarketing & Brands On the Therapy Couch | The 2.28%

Wed, 09 Jul 2025 07:00:00 +0000

A conversation on brainwaves, brand breakdowns, emotional triggers—and why some brands might need therapy! We’re joined by Ali Agha and Geoana Hobeiche, co-founders of Lime Buzz and authors of Brands on the Therapy Couch. With years of experience in Neuromarketing, Ali and Geoana don’t just guess what people feel—they track it in real time. From subconscious reactions to emotional heatmaps, they help brands connect on a deeper level. In this episode, we talk about bulimic brands, studying audiences' brainwaves, and how to truly resonate with audiences. We discuss their new book, their bold approach to strategy, and how neuromarketing is teaching us about real engagement.

Check out the book: [books.limebuzz.marketing](https://books.limebuzz.marketing)

More from Lime Buzz: [limebuzz.marketing](https://limebuzz.marketing)

Ep#16: With Daniel Georr... Shawarma & Some Brutal Honesty from an Ad Man The 2.28% w/ Firas Mghames

Tue, 08 Jul 2025 07:00:00 +0000

A discussion on "bad" clients, the industrialization of the creative industry, Shawarmanji, Khat Ahmar, and so much more with Daniel Georr who has over 30 years of experience shaping the advertising and communication landscape across MENA. From leading regional giants like Lowe Lintas, BBDO, and McCann Ericsson to co-founding its.communications, Daniel has consistently pushed the boundaries of what creativity can do for business. He’s led teams of 600+ creatives across 16 countries, helped win multiple Cannes Lions, and brought bold, meaningful work to life for brands like Coca-Cola, Unilever, Nespresso, McDonald’s, HSBC, Virgin, Ford, and many more.In this episode, he discusses why he is no longer in love with the ad industry and why he shifted gears, along with his experiences over his expansive career, with a few choice words in between.

نقاش صريح حول "العملاء السيئين"، وصناعة المحتوى الإبداعي في مجال الإعلانات، شاورمنجي، خط أحمر، والكثير غيرها مع دانيال جور، الذي يملك أكثر من 30 سنة من الخبرة وهو أحد مشكّلي المشهد الإعلاني والتواصلي في منطقة الشرق الأوسط وشمال أفريقيا BBDO وLowe Lintas وMcCann Ericsson من قيادة عمالقة الإعلان الإقليميين مثل.its.communications إلى تأسيس وكالة لطالما كان دانيال يدفع بحدود الإبداعقاد فرقاً تضم أكثر من 600 مبدع في 16 دولة، وساهم في الفوز بعدة جوائز "كان ليونز"، وقدم أعمالاً جريئة وذات مغزى لعلامات تجارية مثل كوكا كولا، ويونيلفر، نسبريسو، ماكدونالدز، إتش إس بي سي، فيرجن، فورد، وغيرها من علامات مرموقةفي هذه الحلقة، يتحدث عن سبب فقدانه الشغف تجاه صناعة الإعلانات، والسبب الذي دفعه لتغيير مساره المهني، ويشارك تجاربه الغنية عبر مسيرته، مع بعض العبارات الصريحة بين الحين والآخر

Ep#15: God, Faith, Religion, and Freedom... The 2.28% w/ Firas Mghames

Mon, 07 Jul 2025 07:00:00 +0000

In this episode of the 2.28%, Firas Mghames hosts Sally, Dany, and Rami from FEER McQUEEN for a deep and powerful conversation around God, faith, religion, and the delicate balance between freedom and fear. Together, they unpack the role of belief in today’s world—how it has shaped their individual identities, and how it has connected us to something greater than ourselves throughout history. From personal stories to spiritual reflections, the trio explores what it means to question, believe, and surrender, all while holding space for doubt, wonder, and transformation.Host: Firas MghamesGuests: Sally Issa, Dany El Helou, Rami HaykalProducer: Joe MouchatiMedia Engineers: Claude Sfeir / Gilles El KhouryTechnical Assistant: Khaled YamoutLive from FEER'S Coffeehouse & Coworking Space

الحلقة #14: مع ريتا حاج... الصحة النفسية وقوة التفكير النمائي. 2.28% مع فراس مغامس

Fri, 04 Jul 2025 07:00:00 +0000

مناقشة حول الصحة النفسية، والمرونة، وقوة التفكير مع ريتا حاج، معالجة نفسية تتمتع بأكثر من 20 عامًا من الخبرة في مساعدة الأفراد والعائلات والمجتمعات على التعامل مع تحديات الحياة. باعتبارها مختصة في العلاج النفسي بين الأفراد (IPT)، العلاج السلوكي المعرفي (CBT)، العلاج السلوكي الجدلي (DBT)، وغيرها، تقدم ريتا نهجًا شاملًا للشفاء، يمزج بين العلم والتعاطف العميق. في هذه الحلقة، تشرح ريتا القلق والاكتئاب وتأثير التفكير الجامد مقابل التفكير النمائي، مقدمةً رؤى حول كيفية تنمية المرونة، وتقبل اللحظة الحالية، والعبور إلى حياة أكثر صحة ورضا.

A discussion on mental health, resilience, and the power of mindset with Rita Hajj, a Clinical Psychotherapist with over 20 years of experience helping individuals, families, and communities navigate life’s challenges.As a specialist in Interpersonal Psychotherapy (IPT), Cognitive Behavioral Therapy (CBT), Dialectical Behavior Therapy (DBT), and more, Rita brings a holistic approach to healing, blending science with deep empathy.In this episode, she unpacks anxiety, depression, and the impact of a fixed vs. growth mindset, offering insights on how to cultivate resilience, embrace the present moment, and shift toward a healthier, more fulfilling life

Ep#13: With Sami Saab... A passion for Lebanon & advertising. The 2.28% w/ Firas Mghames

Thu, 03 Jul 2025 07:00:00 +0000

A discussion on passion, creativity, and the art of advertising in Lebanon with Sami Saab, the visionary Founder, CEO, and Creative Director at Phenomena, with over 30 years of experience in the advertising world and some major political and commercial campaigns under his belt.He has earned 56+ local, regional, and international awards along the way with leadership roles at Publicis Groupe, Impact BBDO, and FP7, cementing his reputation as a fearless innovator in the industry.

Ep #12: TikTok: The Pros, Cons & Impact on Advertising & Brand Building

Wed, 02 Jul 2025 07:00:00 +0000

A discussion on TikTok’s impact on brand success — has it truly helped businesses grow, or is it just a fleeting trend machine? We break down the pros, cons, and whether virality translates to lasting value.

Ep#11: With Joe Moarkesh... The rugged road to self-discovery! The 2.28% w/ Firas Mghames

Tue, 01 Jul 2025 07:00:00 +0000

A discussion on self-discovery, finding your purpose, and realizing your full potential with Firas, Rebecca, and Joe Moarkesh.

Ep #10: "Work Friends": Fueling a Positive & Supportive Company Culture

Mon, 30 Jun 2025 07:00:00 +0000

A discussion on the impact of workplace friendships on company culture and how fostering genuine connections at work can fuel a positive, supportive environment.

Ep #9: Navigating the Social Landscape Between Bullying & Belonging...

Fri, 27 Jun 2025 08:51:06 +0000

A discussion on navigating the social landscape between bullying, belonging, and the influence of leadership and power.

Navigating the Social Landscape Between Bullying & Belonging

Wed, 02 Apr 2025 21:39:40 +0000

A discussion on navigating the social landscape between bullying, belonging, and the influence of leadership and power.

Decisions, Destiny, and the Fine Line Between Passion and Profession

Wed, 02 Apr 2025 18:12:28 +0000

Decisions, Destiny, and the Fine Line Between Passion and Profession

War, God, and the useless ambition to be right.

Tue, 01 Apr 2025 22:31:01 +0000

War, God, and the useless ambition to be right.

Do People Really Change? |

Tue, 01 Apr 2025 22:08:58 +0000

Do People Really Change? |

Dealing with difficult people in our lives | The 2.28% with Firas Mghames

Wed, 09 Oct 2024 08:35:35 +0000

A Discussion on Hugging Porcupines i.e Embracing the Difficult People in Our Lives... Or Not.
Host: Firas Mghames
Co-Host: Rebecca Mourani
Producer: Joe Mouchati
Media engineers: Claude Sfeir and Gilles Khoury
Technical assistant: Khaled Yamout
Live from FEER'S Coffeehouse & Coworking space

Winning & Losing | The 2.28% with Firas Mghames

Wed, 09 Oct 2024 08:24:48 +0000

Winning & Losing | The 2.28% with Firas Mghames
The pilot first episode

Sanity in Times of War & the Victimitis Virus with Jad Jreijiri

Wed, 09 Oct 2024 08:22:53 +0000

A discussion on staying sane during times of war and feeling like a victim in the chaos.

Do People Really Change? | The 2.28% with Firas Mghames

Wed, 09 Oct 2024 08:17:33 +0000

A Discussion on If, How, When, and Why Change Happens.Guest: Mayda Azzi and Gilles KhouryHost: Firas MghamesCo-Host: Rebecca MouraniProducer: Joe MouchatiMedia engineers: Claude SfeirTechnical assistant: Khaled YamoutLive from FEER'S Coffeehouse Coworking space

War, God, and the useless ambition to be right.

Wed, 09 Oct 2024 08:04:54 +0000

A discussion on the profound experiences of trauma and resilience in Lebanon, featuring real testimonies from individuals who have faced the challenges of war and its lasting impact and exploring the importance of breaking cycles of trauma, finding meaning in suffering, and cultivating a positive attitude rooted in our sense of community.Guest: Jad JreijiriHost: Firas MghamesProducer: Joe MouchatiMedia engineers: Gilles KhouryA discussion on the profound experiences of trauma and resilience in Lebanon, featuring real testimonies from individuals who have faced the challenges of war and its lasting impact and exploring the importance of breaking cycles of trauma, finding meaning in suffering, and cultivating a positive attitude rooted in our sense of community.

Guest: Jad Jreijiri
Host: Firas Mghames
Producer: Joe Mouchati
Media engineers: Gilles Khoury
Explore the podcast

Awards, campaigns, mashewé wl chabéb w/ Wissam Matar | The 2.28% with Firas Mghames

Mon, 23 Sep 2024 07:00:00 +0000

Join us on the Ep #5: Awards, campaigns, mashewé wl chabéb w/ Wissam Matar | The 2.28% with Firas Mghames

From comfort zone to crypto with Rudy Shoushany | The 2.28% with Firas Mghames

Thu, 19 Sep 2024 13:03:30 +0000

Ep #4: From comfort zone to crypto with Rudy Shoushany | The 2.28% with Firas Mghames