once upon a time in the wild, wild west...

a town in the desert fought over the only source of water: sweetwater. from our home in the desert, we are proud to be a rare source of refreshingly disruptive, envy-inducing, award-winning creativity. and we're not hanging up our boots anytime soon.
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we are the makers of the moment.

For every moment.

Brand Experience is the result of how your customers feel when they engage with your brand, moment by moment. We make those moments happen, and make sure they add up to something much bigger than the sum of their parts: love.

Made with meaning.

Fiercely independent, we are not here to sell you media or pump our share prices. We walk the walk to create real brand relevance, even if that means disrupting the idea of what it means to be ‘the agency’ (every chance we get).

Mediums that matter.

  • Integrated big ideas.
  • Experiential immersions.
  • Events that go beyond.
  • Activations that engage.
  • Strategy that gets real.
  • Ads that actually work.
  • Storytelling with love.
  • Content that cuts through.

See what we do to understand our services in more detail.

ideas that energize

culture.

results that transform

commerce.

FOR COMMERCE

The world's top brands work with us to deliver commercial results. We are known for delivering brave, disruptive creativity that earns valuable visibility, thanks to artfully crafted moments where brand and audience can feel the love.

FOR CULTURE

We help brands leverage the authenticity that only culture provides, and help creators reach new heights via collaboration; an approach to brand-as-platform that makes us trusted by both. Whether global megastars or the local underground, creators know that there's no collab like a sweetwater collab to lift all boats.

leadership.

Steven Hetzer. CEO & Founder.

Founder and moment-maker-in-chief, Steve has always had a unique vision for sweetwater. Entrepreneurial and pioneering, he is committed to building authentic brands with a passionate team of boundary-pushing rebels across the Middle East and beyond. Watch him unleash his inner Ted-Lasso when he supports his team, raises his family, tackles challenges, and talks about basketball.

Usman Saleemi. ECD & Partner.

Heading dreaming and disruptive ideation, Usman is an experienced creative leader driving our award-winning cross-disciplinary creative team, and has the trophies, scars, and stories to show for it. A global nomad, he’s passionate about how purposeful action can transform the role of the brand in our lives. Ask Usman about growing up and working across 3 continents, or his latest passion project.

William McFadden. CSD.

Our Client Servicing Director Will manages relationships, expectations, and a diverse team dedicated to making doing difficult things feel very easy. Will tells it like it is, and our clients love him for it. A man with a plan, he loves football, padel, and you can see that sportsmanship reflected in his team-playing, problem-solving, can-do attitude. Where there’s a Will, there’s a way (just make sure he’s had his morning cup of Joe)!

Kholoud Hafsi. Operations Director.

With over a decade of event management experience, Kholoud heads an operations and production team that's able to turn our wildest ideas into real, tangible, unforgettable moments. She's a tough cookie, but also has a heart of gold and is the go-to person when you’re in a sticky situation... or in need of a caffeine fix. Kholoud is an ingenious problem-solver with a 20/20 vision for detail—careful, she sees everything!

Joanne Taouk. Head of Operations, Qatar.

Based in Qatar, this Latina firecracker knows how to make things happen—the crazier the project, the better. She’s everywhere all the time and never sleeps. Ask her about her kids or how she used to manage concerts of famous musicians…and see that spark in her eyes turn into a wildfire!

Khaled Dajani. Partner, KSA.

Our rock in the fascinating, energizing market of Saudi Arabia, Khaled is a founder and entrepreneur with a treasure trove of knowledge and experience in the luxury, lifestyle and marketing sectors. He is also the man behind the scenes of some of Saudi Arabia's most impactful moments. Khaled is passionate about new cultures, great food, and loves a perfectly cooked steak. Ask him about the Lakers, if you've got game.

now: what.

You know who we are now; discover a bit about what we can actually do for you.

our services & approach