Born and raised in London to Lebanese parents, sports and film were constants in Samer's early life. Representing the University of York as a student-athlete sharpened this passion, and led to a pursuit of a career in professional sports. 

 

Several years at the NBA through various marketing, content and partnership roles allowed Samer to hone a unique skill of not only creating content and events, but also distributing it in a way to attract new audiences and increase fan engagement.

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This passion to create content, and build strategy around it to drive success, led to the founding of award-winning agency OS Studios, since aquired by Project Worldwide.

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Since then, Samer has become an effective strategic leader, successful building and exiting two startups, managing change for some of world's biggest brands in sports and culture, and lending his expertise to some exciting new projects and companies.