SHERIFF ASHRAF
HEAD OF ANIMATION & 3D DESIGN | CREATIVE PRODUCER | EXPERIENTIAL CONTENT LEAD
Abu Dhabi, U.A.E.
sheriffsdesign@gmail.com
+971 504578194
Senior Creative Producer with 20 years of experience leading large-scale experiential, broadcast, and digital productions across the GCC and international markets. Proven ability to translate creative vision into executable production frameworks, balancing innovation with technical feasibility. Strong background in immersive environments, cross-functional team leadership, and AI-driven concept development for rapid ideation and pitch delivery.
EXPERIENCE
HEAD OF ANIMATION & 3D DESIGN
Katch Communications & Events | Abu Dhabi | 2018 – Present
• Lead end-to-end creative production across high-profile experiential and broadcast projects, from concept development through final execution.
• Translate creative direction into structured production plans aligned with technical, spatial, and budget constraints.
• Coordinate multidisciplinary teams including motion designers, 3D artists, AV engineers, and fabrication partners.
• Use AI-driven tools to develop concepts, mood frames, animations, and pitch visuals, accelerating ideation and decision-making.
• Ensure creative consistency and execution quality across multi-country productions.
3D & MOTION GRAPHIC DESIGNER
Almoe AV Productions | Dubai | 2015 – 2018
• Delivered motion graphics, 3D set designs, and video content for high-profile live and corporate events.
• Collaborated with clients and production teams to convert creative briefs into buildable and scalable stage environments.
• Managed visual production workflows across 50+ projects under tight timelines.
MULTIMEDIA DESIGNER
Leader Group of Companies | Dubai | 2012 – 2014
• Developed 3D visualizations, animations, and marketing content across print, digital, and exhibition platforms.
• Supported branding and spatial presentations for commercial and architectural projects.
SELECTED PROJECT HIGHLIGHTS
Abu Dhabi Extreme Championship (ADXC) - UAE | Brazil | France | Russia
• Directed innovative set designs, interactive fan zones and technical plans for ADXC across 4 countries,
ensuring seamless integration with storytelling and brand aesthetics.
• Led creative production of stage environments, broadcast visuals, and motion graphics across multiple
international editions.
Grand Slam Jiu Jitsu World Tour - UAE | UK | Brazil | USA | Japan | Russia | Australia | Italy | Turkey
• Oversaw branding execution, technical visual planning, and broadcast motion graphics across global arenas.
Formula 1 - Abu Dhabi
• Directed design and execution of VIP experiential lounge environments.
Dubai World Cup
• Led stage and LED visual production for high-profile event launch.
Ferrari & Maserati Car Launches
• Delivered immersive set designs and branded launch environments across UAE.
EDUCATION & CERTIFICATIONS
• Ai Special Effects Workshop | Innovative Film Academy, Abu Dhabi • 2026
• Generative AI for Video Content Creation | Linked In • 2025
• Layout and Composition: Advanced Principles | Linked In • 2021
• Strategic Thinking | Linked In • 2020
• Graduate in Commerce & Computer Applications (BCom) | MG University, India • 2007
• Advanced Diploma In Multimedia (BSc) | Arena Animation Academy, India • 2005
CORE COMPETENCIES
• Creative Production Leadership
• Experiential & Immersive Environments
• AI-Driven Concept & Visual Development
• Pitch Visualization & Storyboarding
• Cross-Functional Team Coordination
• Technical Feasibility & Execution Planning
• Live Event & Broadcast Production
• International Multi-Market Delivery
TOOLS
After Effects
3ds Max
Blender
Photoshop
Illustrator
DaVinci Resolve
AutoCAD
AI & CREATIVE WORKFLOW
• AI-assisted visual concept generation
• Rapid storyboarding and mood frame development
• AI-enhanced animation and pitch visualization workflows