About

Hello, I’m
Tony.

Creative Director, Brand & Experiential.
From Cairo to Dubai and Abu Dhabi, now in Tampa.

I lead ideas from the first drawing to the real thing.

I led identities, national campaigns, launches, pavilions, festivals and concerts.

One standard from first idea to final delivery, hands-on, with AI.

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Antoni Gerges, smiling, in a grey suit and an open-collar black shirt

I’m Antoni Gerges, Creative Director, Brand & Experiential. Tony, once we’ve met. I lead ideas from the first drawing to the real thing.

I trained in graphic design at the Faculty of Fine Arts in Minia, Egypt, and started designing for a living in Cairo in 2003. In 2006 I moved to Dubai. A year later I founded AntBrush, my agency, in Abu Dhabi.

I led identities, national campaigns, launches, pavilions, festivals and concerts: for government bodies in Dubai and Abu Dhabi, for brands such as ZEISS and Etisalat, and, with my partners at MCX, for live shows from Amr Diab to Lilly Singh.

What I lead is the whole way of an idea. First what it should mean, then the mark, the look and the words, then the film, the room, the gate or the stage. Then the build, with the crews and the fabricators, until the doors open.

I still care most about two moments: the first drawing, and the minute the real thing is standing where the drawing said it would.

Since December 2024 I live in Tampa, Florida. This site, its films and its animation are my own work with today’s tools.

One standard from first idea to final delivery, hands-on with AI: I lead the idea and the build, and run the production with the tools below. The system behind it has four parts: Creative, Connect, Code, CRM.

Title: Creative Director, Brand & Experiential
Role: Creative direction on every project, art direction on most, hands-on design on many
Agency: Founder, AntBrush
Cities: Dubai · Abu Dhabi · Cairo · Tampa
Trained: Faculty of Fine Arts, Minia University, Egypt
Works in: English and Arabic
Tools: Claude, ChatGPT and Codex, Gemini, Google Flow, Midjourney · Illustrator, Photoshop, InDesign · Google Workspace, GoHighLevel
Now: Tampa, Florida, since December 2024. One creative director with AI tools; this site is the first proof.
My system, four Cs: Creative · Connect · Code · CRM. Most businesses run these in four places. I run them as one system.

How I work

Idea to delivery, at any scale.

Find the one idea.
Every brief hides one idea.Read moreClose
I look until I find it. Then everything else is built from it. One picture, not ten.
Dubai Health Authority · Identity · 2008. The mark in five steps, as we set it out in the brand manual. The name completes the open corner.
ZEISS Vision Care · Launch · Dubai · 2022 · with MCX. A lens, the ZEISS brackets and an eye: one picture. The launch grew from this sheet.
Draw many. Choose one.
I choose the one that holds.Read moreClose
I draw more than one route. I put them side by side. Then I can tell you why.
Dubai Health Authority · Identity · 2008. Six of the twelve routes we drew, and the one they chose. Four presentations in three weeks. Almost a thousand of its staff voted.
The Big Grill · Festival poster · Abu Dhabi · 2018 · with MCX. The first route, then a second, cut harder, on a slant. Then one last question: red, or ochre.
Stay until it stands.
I’m there when the doors open.Read moreClose
I stay close to the work. I check the plan against the room. I work with the team as it takes shape.
- 01 Measured · 17 June
- 02 Drawn · 25 June
- 03 Built · 27 June
ZEISS Vision Care · The Space, Dubai · 2022 · with MCX. One wall: measured, drawn, built.
- 01 Empty · 19 Dec
- 02 Steel · 18 Feb
- 03 Open · 21 Feb
Innovation Month · Al Ain · 2024. The forecourt in December. The steel three nights before. The gate the morning it opened.
Then it is built. The fourth beat is the work itself.