Phenomena’s mission and ambition are to elevate each project to new heights. Every assignment opens a new chapter filled with opportunities, despite the tumultuous circumstances in Lebanon and the region. Against all odds, Phenomena founder and CEO Sami Saab and his team have harnessed their creativity and passion to effect meaningful change: “It’s a way of being.”

They have initiated numerous national campaigns, awareness activities, and collaborative projects. All designed to create a lasting impact and transform the ordinary into the extraordinary.

To date, they have developed highly effective political communication strategies and national campaigns that have resonated deeply within the Lebanese landscape.

For example, they created and organised "The Civil Parade for Independence" in just three days during the 2019 revolution. “It was a beautifully emotional and national moment that highlighted the power of the people and the private sector of our country, demonstrating the true involvement of all sectors in shaping real independence.”

The need for a specialised creative boutique agency in Lebanon is evident. That is exactly where Phenomena step in. It aims to fill this gap by focusing on excellence and innovation. Of course questions remain: Is this merely a mission, a challenge, a journey, a game, or perhaps a passion?

In Sami’s view, it encompasses all of these elements: “This is the most exhilarating and demanding pleasure. I’m fully immersed in this endeavour because I fear the day I’m unable to do so.”

Driven by this urgency, he seizes every opportunity and leverages every possible avenue to turn seemingly impossible dreams into reality. “By embracing my passion for creativity, I not only find joy in the process but also generate tangible results for the brands I collaborate with.”

In this thrilling journey of creative exploration, Sami continues to challenge the status quo, embracing his role as the architect of his phenomenal game. “This unique partnership fosters a shared experience of success; we are both invested in playing to win big. Together, we challenge the ordinary, break free from clichés, and exceed expectations.”

After the devastating Beirut port blast in 2020, Sami showcased his dedication to Lebanon. He designed a campaign to push for long-awaited justice and a new framework for defending our sovereignty by launching the national formula “People, Army, Judiciary,” an initiative that aims to usher in a new political era.

A fusion of the revolution, justice, and sovereignty, illustrated in a single picture that encompasses three creations representing these themes. Sami: “These themes are still embodied by the three monuments I created and installed on the main road to the Beirut port, serving as powerful witnesses to the events that transpired.”

Sami emphasised that this exhilarating journey is a high-stakes game, filled with risks and challenges. This dynamic environment is what makes it phenomenal: “Each campaign is an opportunity to push boundaries, inspire change, and create memorable impact.”

The Lebanese entrepreneur concluded that the thrill of that game lies in the continuous act of creation and transformation, where being phenomenal is not just a goal. “It’s a way of being. This relentless pursuit of excellence fuels my determination to keep playing, keep creating, and keep changing the narrative.”