Sanaa Azzi and Caline Nassif: Redefining Arab Storytelling in the Global Creator Economy

At a moment when digital influence has become a defining currency of global culture and commerce, few figures embody the convergence of creativity, strategy, and regional impact as compellingly as Sanaa Azzi and Caline Nassif, co-founders of Highways Arabia  an Abu Dhabi-based media production company shaping the Middle East’s content and storytelling landscape. Their presence at the 1 Billion Followers Summit in Dubai — the world’s largest gathering of digital creators, influencers, and industry innovators  serves not merely as an appearance but as affirmation of a professional journey rooted in vision, resilience, and a nuanced understanding of media’s evolving power.

Azzi and Nassif’s collaboration dates back to 2010, when they launched Highways Arabia with an ambition that transcended conventional broadcast: to produce work that resonates with authentic narratives and elevates the voices of creators across the Arab world. What began as a bold entrepreneurial venture has matured into a recognized production house known for original content, broadcast projects, and branded storytelling that bridges cultural relevance with commercial appeal.

For Sanaa Azzi, the path to media leadership was shaped by an early foundation in disciplines far removed from the screen. Trained in law and imbued with strategic rigour, she transitioned from the courtroom to the creative sphere, driven by a passion for shaping cultural discourse through media. This unusual trajectory endowed her with a unique voice in production — one that prioritizes narrative integrity and strategic context alongside creative ingenuity.

Caline Nassif, as Highways’ head of production, has been instrumental in turning that vision into concrete outputs. Her leadership in orchestrating production workflows, developing cross-platform content, and mentoring emerging creators has helped cement the company’s reputation as a dynamic player within an increasingly competitive industry. While the public record on Nassif’s early life is less documented, her contributions are reflected in Highways’ expanding portfolio and industry partnerships.

Their professional ascent coincides with the rapid globalization of digital content ecosystems, where influence is measured not only by reach but by the ability to forge connections across cultures and markets. The 1 Billion Followers Summit  a three-day event in January 2026 that convened more than 15,000 creators and over 500 speakers with a combined audience exceeding 3.5 billion followers   underscores this new paradigm. Hosted under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum and framed around the theme “Content for Good,” the summit spotlighted thought leaders shaping the creator economy and the future of storytelling.

At such a nexus of influence, Azzi and Nassif’s participation was not incidental. It reflected their alignment with the summit’s mission to elevate purposeful content, foster meaningful collaborations, and explore how digital media can drive cultural and commercial impact. In conversation with peers and innovators, they represented a generation of regional media entrepreneurs redefining the Arab creative footprint on the global stage.

Today, Sanaa Azzi and Caline Nassif stand as exemplars of leadership that marries creative ambition with strategic influence. Their journey from startup founders to recognized voices at one of the largest global gatherings of content creators speaks to a broader narrative: in an era where storytelling shapes markets and movements alike, those who master both craft and context hold the key to tomorrow’s cultural economy.

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