About Serra Chehade, Creative Producer at BlackBox – part of And us Group 

Serra Chehade is the Creative Producer at Blackbox, leading production across all departments alongside the regional team based in Dubai. Her journey began with a passion for creativity and storytelling, transitioning from studying films to diving headfirst into advertising. 

Over the past eight years, she has had the privilege of working with incredibly talented people and producing the best work for the region’s top clients, which has led her to where she is today.

Serra’s path has been a continuous adventure of growth and evolution. 

In her two years at ‿ and us, she has welcomed every challenge as an opportunity to expand her horizons. 

About her thoughts for the industry

Change is always unsettling. Especially when it happens suddenly. But while it is important for us to adapt to the new environment, we cannot abandon our core values and practices that make our industry creative and fertile. 

For me, the path to a successful work lies in how stories are told. Being a successful producer isn’t just about knowing what’s popular today; it’s also about anticipating what will be successful five years down the road. The audience is constantly changing and I believe we’ve got to focus on timeless, classic stories that resonate across generations. To tell compelling stories, you need to find something that is going to last. Iconic work is what people will remember and crave; it transports us to another world. While the style of storytelling may shift with your audience, there’s an essence in stories that lasts, and we’ve witnessed examples from many commercial directors such as Spike Jonze, Juan Cabral, and more.

For the past year, I’ve been noticing incredible work both locally and globally, and I hope that the important topics being raised will continue to be voiced loudly. Advocating for change through storytelling in today’s world, and using advertising as a powerful tool, is crucial. I hope we persist in our efforts to show the essence of our industry and emphasize the importance of fearlessly presenting good work without any barriers. I’m also proud and happy to see talented people emerging in the Arab region. This is where the responsibility of producers lies – not only in discovering talent but also in shaping it.

I’ve learned at ‿ and us to celebrate good work and to never stop dreaming. I’ve also learned that persistence is key, and dedication is what drives us to produce quality work. Never underestimate the power of a team. See what the vision is and get more out of them. Embrace new ideas and encourage them. Teach them how to orchestrate the ever-growing pool of talents and tools. Allow people to experiment and give them the time to showcase their abilities. I love seeing people coming, sitting by an editor, and watching. It’s a moment to reflect on what motivates us and what makes our craft so interesting.

To all women who may not give themselves enough credit. We work tirelessly to get to where we are, only to feel like we’re not there yet. But mistakes are stepping stones, not stumbling blocks. They teach us, shape us, and drive us forward. We learn, we improve, and we keep going. So set your own goals, welcome every challenge and embrace your growth. It’s all about believing in ourselves and taking the initiative to make things happen. That’s what makes this industry so exciting and rewarding.