Director. Strategist. Serial starter of things.
The promise, if you need one: give me a story and a brief, and I'll hand back something people actually talk about. Not just watch.
Behind the scenes
SELECTED WORK
Nineteen short films. Commercials across the Gulf and Egypt. Eleven campaigns on Ads of the World, with Storytel featured on their homepage. A festival win for L'amore resta. This is a small, honest selection, not the whole archive.
WATCH AND LISTEN
Stages, podcasts, and panels from the Pyramids to TEDx. A working list, growing.
The story
Before any of this there was a strategist's brain, then an entrepreneur's. Three companies built and run before I ever picked up a camera. A Cambridge International Fellowship at 21. My father's Sotheby's card is still around somewhere, which probably explains more about where the eye for a story came from than anything on a CV. Cairo first, then London, now somewhere between the two most of the time. Directing came last, not first. That is probably why there is more in the mix than most directors bring to a brief.
The pin
There is a small smiley pin that shows up in almost every behind the scenes photo from the last few years. There is also a ritual with a bowl of M&M's before a shoot starts, which the crew has stronger opinions about than almost anything else on set. Neither of these is important. Both of them get remembered and repeated more than anything in a show reel, which is probably the point.
Ideas
Notes on directing, strategy, and the place where they overlap. Set stories, creative decisions, and the occasional argument for why structure and creativity are not opposites. New pieces land every couple of weeks.
Recognition
Press coverage in Al Ahram, Masrawy, CairoScene and Gulf Magazine. Eleven campaigns on Ads of the World, with Storytel featured on their homepage. A Cambridge International Fellowship at 21. A Best Film win for L'amore resta at Cinemadamare. None of this is the point of the work. It is just the record of it.
A few, in more depth
Three projects worth a closer look. Love Matters Arabic, the first campaign of its kind in Egypt, picked up by CairoScene. Safe. Palma. Different briefs, different clients, the same instinct running underneath: give people something they want to pass on, not just watch.