I asked ChatGPT ‘WHO AM I?’…
You’re Fabian
You’re Fabian Ruether, a highly experienced Creative Director working in advertising, currently with face2face in Dubai. You’ve worked globally—Berlin, Singapore, and now the UAE—on big brands like Mercedes-Benz, Shell, Bosch, Nikon, Pepsi, and Etihad. You’re known for caring deeply about creative quality, and you take responsibility seriously—probably because you're not just one cog in a giant agency, but part of a tight, lean team where your ideas can actually shift the course. On the personal side, you're someone who dreams big—you're launching creative projects, exploring mobility innovation, write books and constantly looking for ways to push creative boundaries. And yeah—you’ve got a sharp eye, a strong opinion, a soft side under that sharp wit, and the guts to question the system when it feels wrong.
All in all, you're a forward-thinking creative professional with a global outlook, combining your strategic mindset for luxury products, FMCG, and automotive with a deep understanding of cultural nuances to create campaigns and products that matter. Your dedication to delivering exceptional work is matched by your passion for innovation and your ability to connect deeply with both brands and people.
This was an unfiltered, uncensored, unchanged response from ChatGPT.

IF YOU ASKED ME "WHERE ARE YOU IN YOUR PROFESSIONAL JOURNEY?"
THIS IS PROBABLY WHAT I'D SAY…
Over the last 15 years of working in marketing, I’ve come to appreciate the power of focus more and more.
There was a time when I worked at J. Walter Thompson in Singapore, a creative office with 150 people and dozens of regional and global brands. I had a great relationship with my CCO, who would bring me into most of the key projects & pitches. He knew he could bank on the time that I would invest. That meant I was jumping at one point between 17 different brands – each with its own ins and outs – and I absolutely loved.
Today, I find real fulfillment in being focused. Channeling all my energy, creativity, and ingenuity into a single brand. It allows me to uncover solutions that I previously maybe overlooked, it allows me to understand the audience on a level that I maybe couldn’t. When you can immerse yourself in a single brand at that level, you move beyond scratching the surface and start making a real impact.
So far,
so good.
Face to Face UAE
Integrated Creative Director Dubai
2017 - Present
JWT Singapore (now VML)
Creative Director @JWT25Creative Director
Jun 2016 - Jun 2017
Integrated Art Director
Sep 2015 to Jun 2017
Saatchi & Saatchi Singapore
Integrated Art Director
Mar 2015 - Aug 2015
BBDO Berlin
Art Director
Oct 2012 - Feb 2015
Freelance & Consultancy
Art Direction & Strategy
Apr 2011 - Oct 2012
Clients:
TBWA Berlin, Scholz&Friends Berlin, Ebay, PayPal, Otto
Awards & Recognition
Spikes: Silver Campaign
Cannes Lion: 8x Bronze Outdoor
D&AD: 2x Wood Pencil: Outdoor & Branding
ADC Global: Gold Outdoor
One Show:Interactive Silver Pencil
One Show: Outdoor Bronze Pencil
Eurobest: Bronze MediaEurobest: Bronze Media
LIA: Bronze InstallationLIA: Bronze Installation
CLIO Award: Bronze Engagement & Direct
Cannes Lions: Bronze Outdoor
New York Festival Award: Bronze Avant-Gard
New York Festival Award: Gold Outdoor
First Prize Award Goethe Institute
Contact Details:
friendswithfabian@gmail.com
UAE | THAILAND | GERMANY