Creative
Portfolio
Ten years, three countries, and more pitch decks than I can count.
I’m a Creative & Senior Project Manager who turns big (occasionally chaotic) briefs into brand experiences, activations and proposals that actually land. This portfolio is a look behind the curtain: the ideas, the projects, and the process that gets us from “here’s the RFP” to “when do we start.”
I’m Samantha Mew
I’m the person clients call when the brief is big, the deadline is tight, and “good enough” simply will not do. Based in Dubai and working across the UAE, KSA, and beyond, I lead creative direction and project delivery for everything from F1 hospitality suites to national celebrations, all while running my own design team, Pitch Populate. I love the energy of a live brief and the satisfaction of watching an idea become something people genuinely remember.
My Education
My route here was anything but a straight line — shaped by photography, fine art, dressmaking, pattern cutting, performing arts, and more than a decade of learning on live event floors in ways no classroom could replicate. Here is where the foundations were laid.
Longhill High School
Where it all technically started. GCSEs across the board (A–C), and an early appetite for anything creative.
Varndean College
A slightly unconventional mix of Fine Art, Performing Arts and Law — turns out storytelling and a flair for argument both come in handy when you’re pitching for a living.
Brighton City College
An Art & Design Degree that sharpened the eye I now put to work on every deck, brief and brand activation I touch.
My Work Experience
From MDLBeast Soundstorm, XP & Balad Beast to F1 Abu Dhabi GP Fan Zone and Hospitality, I’ve supported the design and delivery of entertainment programming across large-scale live events — bringing together talent, staging and timelines to help create memorable audience experiences.
A Look at the Range
Festival design, exhibition stands, tech activations, government events, bespoke entertainment — here’s a look at the range I work across, from first concept through to delivery.
01 — 2022/23Balad Beast Portal Door Activation
Produced across two consecutive years, the Balad Beast Portal Door was a freestanding festival activation inspired by the distinctive doors, windows, and architecture of Al Balad. The concept brought local tradition into a contemporary festival setting, creating a moment of discovery as guests opened the portal and stepped into the world of Balad Beast.
02Creative Spatial Design
Initial briefs and discovery meetings are translated into clear visual direction, guided by the client’s vision, brand identity, and key messaging. Collaboration with 3D and graphic designers supports the development of renders, technical drawings, and material boards, keeping clients informed and aligned throughout the process.
03 — 2022MDLBeast SS22 Merch Store
The brief called for a merchandise store that brought four distinct brands together within one cohesive space while preserving their individual identities. Using 7m by 2.5m shipping containers, the concept was designed to complement the MDLBEAST Soundstorm environment and visual language. The project progressed from initial concept and spatial design through production, build, and live delivery.
04Government Events
From COP28 to UAE National Day, government events run on protocol and scale, with zero room for error. I’ve led creative direction for national activations across the UAE and KSA — balancing ceremony with real spectacle.
05Festivals & Entertainment
From MDLBeast Soundstorm, XP & Balad Beast to F1 Abu Dhabi GP Fan Zone & Hospitality, I’ve designed and delivered entertainment programming across government and corporate events, brand activations, exhibition stand builds, festivals, gala dinners and VVIP private events. My work also spans large-scale sporting events, property launches, permanent art installations, influencer and brand launch events, theme park entertainment, and bespoke entertainment concepts and original IP development — bringing together talent, staging and programming to create experiences audiences remember.
Company Profile
Design
A strong company profile starts with asking the right questions. I work closely with clients to understand what they do, what they stand for, and what makes them different. From there, research, clear messaging, and thoughtful visuals come together to tell their story and help them market themselves with confidence.