Directors | Pascale Kashouh

Pascale Kashouh is a Lebanese director who translates cultural codes into brand narratives that actually resonate. She specializes in the space between heritage and modernity, authentic visual storytelling, where the most interesting stories live.

After 20+ years in the industry, working with multinational brands across Europe and MENA, she has learned that authentic representation is strategic as well as ethical. She works with brands navigating complex cultural territories, especially Western companies entering MENA, capturing those threshold moments where performance falls away and something genuine emerges, a unique skill that differentiates her body of work.

Recently, Pascale won the Indie Award London 2025 (Healthcare) for work that proves cultural intelligence creates commercial impact. Operating across the MENA region, she understands Middle Eastern and GCC markets intimately. She believes the future belongs to directors who read culture, understand authentic human emotion, and put storytelling first, not just cameras. Available for projects requiring cultural navigation, a creative storytelling edge, and emotional intelligence. Currently accepting clients who understand that avoiding cultural missteps is worth the investment.

In 2022, Pascale directed UDC’s #PearlFection campaign, promoting The Pearl Island’s community living and diverse lifestyles.