Exclusive: Sara Raffaghello on making brands “more human”

An Exclusive Interview with StrongYes

When Sara Raffaghello walks into a conversation, creativity doesn’t sound like a boardroom term, it sounds human. As Group Chief Creative Officer at Seven, her voice carries the grounded confidence of someone who has seen storytelling evolve from print pages to digital feeds and now to data-driven strategy.

With more than two decades in editorial publishing and creative leadership, Sara has helped shape some of the UAE’s most defining narratives, including Expo 2020. Today, she leads Seven Media and Seven Studios, where she focuses on making creativity not just beautiful, but purposeful, measurable, and human.

What does creative evolution mean to you in the context of Seven’s next phase?

My background is editorial. I worked in publishing for about 20 years. What I’m seeing now is that social media, which began as a sharing platform, has lost its personal connection. We don’t really share anymore; we just consume.

Creative evolution, to me, is about bringing back the human side of communication. The real cut-through for brands now comes from human insights and relatable stories. It’s about finding something that feels newsworthy yet deeply personal.

For instance, if a car brand launches an electric vehicle that drives a thousand kilometres, that’s impressive. But when someone looks into the camera and says, “I won’t need to charge this again for another thousand kilometres,” that’s the story people remember.

You work with multi-disciplinary teams at Seven Media and Seven Studios. What’s your approach to keeping creativity alive under pressure, especially when timelines are tight and ideas are flowing fast?

Our structure is fully integrated now. We start every project with a top-line strategy, whether that’s brand direction or voice. And that becomes the umbrella connecting all our verticals, from media to PR.

Before, things were more splintered. Social media had its own life; PR had its own. But when everyone aligns under one creative story, there’s clarity, cohesion, and shared momentum. That alignment keeps the energy alive, even when timelines are tough, because everyone knows exactly what they’re building together.

You’ve led storytelling across print, digital, and now AI-driven platforms. How has the creative process changed for you, from the early editorial days to today’s algorithm-led world?

In the editorial days, we believed we knew what was best for everyone, and there wasn’t much feedback to change that. Now, creativity is far more reactive. You can instantly see what works and what doesn’t, and you have to adapt fast.

That’s the big shift. You can’t keep repeating something if it’s not landing. But one thing hasn’t changed: the emotional core of storytelling. Traditionally, we told people what to think. Now, we aim to make them feel something, curiosity, recognition, connection. That’s the evolution.

What do you have to say about the creativity and PR market in Dubai? Is it saturated, or are there still opportunities for growth?

It’s both saturated and full of opportunity. Dubai thrives on constant innovation. People here expect newness and big ideas, so brands have to work harder to make an emotional impact.

That’s where human stories come in. For a long time, Dubai was about being the biggest and the best, breaking records. While that spirit remains, I think the direction now is more inward. The real luxury today is time, calm, and wellness. People want stories that help them breathe, reflect, and feel seen.

You’ve been part of projects that shaped Dubai’s visual story, including Expo 2020. From your vantage point, what defines the next chapter of Brand UAE? What stories do you think the world will hear next from this region?

The next big story is about wellness and experience. The focus is shifting from achievement to betterment. Better health, better quality of life, stronger connection.

Technology and AI are advancing so quickly that people are craving balance. In the past, success was measured by ownership and gain. Now, it’s about peace and presence. That’s what will define Brand UAE. A mindful kind of progress that values people as much as innovation.

The UAE’s creative and communications industry is evolving rapidly. What trends excite you most about the regional landscape?

What excites me most is how brave brands are. There’s a strong willingness to take risks and adapt. Dubai, especially, is such fertile ground for experimentation, startups, new agencies, fresh collaborations.

We’re seeing more insight-based storytelling rooted in this market, not imported. Brands are learning to speak the language of life here. That local relatability is what will shape the next wave of creative success.

If you could redefine one outdated perception about creativity in this region, what would it be?

The idea that Dubai is all glamour and no depth. When people think of life here, they imagine Ferraris and leopard print but real life couldn’t be more different. It’s an incredibly human and caring place.

Every religion, nationality, and background works together with deep respect. That multicultural harmony, that’s the real story I want people to see. It’s not just about luxury; it’s about connection and coexistence.

What’s one project or idea that captures the kind of creative legacy you want to build at Seven?

One of our clients is My Dubai, which started as a hashtag and has evolved into a movement. It’s a beautiful window into what life here feels like, told through the people who live it.

It’s very editorial in tone, rooted in real reporting and emotional truth. I think one day we’ll look back at it as a historical snapshot of this era. For me, that’s what creative legacy means: stories that stay relevant long after the trend fades.

Onwards

In a region known for its ambition and speed, Sara Raffaghello is redefining what creativity means, shifting it from something loud and decorative to something intelligent, emotional, and deeply human.

For her, storytelling isn’t just a tool; it’s a reflection of who we are and how we connect in a world that’s learning how to share again.