In 2017, “Cowboy in Amman” marked Suhaib Atieh’s first major campaign after years working behind the scenes in drama. Tasked with creating a bold teaser, he introduced a group of cowboys riding through the streets of Amman—an unexpected visual that instantly captured public attention. News sites and social media buzzed with curiosity as people questioned why cowboys had appeared in the capital. The mystery built momentum until the final reveal for Cattelman Joe’s was released, transforming the teaser into a memorable citywide conversation and establishing Suhaib’s presence as a creative director in the commercial world.