Campaigns open the door.
Engines keep it open.
I'm Ahmad Elrefaey. Seventeen years turning brands into content people choose to watch — most recently as Regional Creative Director at Footballco, the world's largest football media company. I write it, I direct it, and I build the departments that keep it running.
The film that proves it
Nescafé بكيفي — Al Hilal, Kingdom Arena
Shot live at Al Hilal vs Al Ahli at Kingdom Arena. Five cameras in the stands, phones in the hands of creators inside the crowd, and no possibility of a second take. The fans were not the audience for the idea. They were the medium. How it was made
Two more, for the record
Shell Rimula Launch · 2017 · Wunderman Thompson Cairo
Freska Launch · 2013 · Kairo for Ideas
What I build
Engines
Season-long branded content platforms. Formats, series and mechanics mapped to the calendar, built so the brand is welded into the content rather than stitched beside it. Fan-first, bilingual, designed to be owned rather than rented.
Films
Four films directed since 2025, on top of 68+ commercials as creative lead. I arrive on set knowing what the edit needs, because I wrote it. Pressure windows, live environments, real people instead of extras.
Departments
Creative teams of 7, 19 and 25 across Cairo, Kuwait and Riyadh. Hiring, structure, standards, new business. Three major accounts won in a single year at Horizon FCB.
The work
Creative Direction — The Gulf
Kuwait, then Riyadh. Departments of 19 and 25, three major accounts won in a year, and the Gulf chapter's first metal.
Directing
Four films. Two published, two under wraps. Both of the published ones were shot under conditions that did not allow a second take.
Creative Direction — Egypt
Fifteen years, four agencies, three Effie Golds and a voice built in a city that does not tolerate boring.
Social Media & Branded Content
Season-long engines for SPL sponsors — plus three audiences built from zero: El Fit, Gridiron Egypt, and a strongman season running in public.
When I make content for fans, I am not guessing what fans feel. I was in the stands and on the sideline the whole time.
Brands
Sport & Entertainment
- Al Hilal
- Diriyah SC
- Al Ula SC
- AFC
- SAVVY Games Group
- EA
- Esports World Cup
- Ministry of Sport
- Sports Boulevard
- Zed Sports Club
Automotive
- Nissan
- Chery
- BYD
- Ford
- Škoda
- Mansour Chevrolet
Airlines & Mobility
- Saudia Airlines
- Flynas
- Kuwait Airways
Telecom & Tech
- STC
- Vodafone
- Mobinil (Orange)
- Honor
FMCG & F&B
- Coca-Cola
- Nescafé
- Almarai
- Danone Al Safi
- Deemah
- McDonald's
- Hardee's
- Subway
- Taco Bell
- Pizza King
- Edita
- Lamar
- Unilever
Finance & Insurance
- Riyad Bank
- Burgan Bank
- Tawuniya
- BCare
Real Estate & Development
- ROSHN
- Ora
- Como
Energy & Industry
- Shell Lubricants
- Midea
- Electrostar
Government & Institutions
- Monsha'at
- Biban