2021 — Present · Cairo & Riyadh
Directing
My first directing job was Game Face for El Fit Egypt in 2021. Four films so far: three for brands, two of them made inside windows that gave me exactly one chance, and one for myself.
It started in 2021 with Game Face, a film for El Fit Egypt about the determination it takes to compete.
In 2025 came the SAVVY WWE Champions launch film. The brief came with a catch: the entire film had to be shot in under ninety minutes, because that is all the access you get to Al Hilal players. No second day. No reshoots. Every setup planned to the minute, every shot earned. We walked out with the film.
Then Nescafé بكيفي, shot entirely live at Al Hilal vs Al Ahli at Kingdom Arena. Five cameras in the stands. Mobile phones in the hands of content creators inside the crowd. No staging, no second take, because you cannot ask twenty-five thousand fans to do it again. The match was the set. The fans were the cast. The film is what they gave us.
That is the kind of director I am. I come from seventeen years of writing and creative direction, 68+ commercials as creative lead, so I arrive on set knowing exactly what the edit needs before the first frame rolls. I direct with the script in one hand and the timeline in my head.
Pressure windows, live environments, real people instead of extras. That is where I do my best work.
The films
SAVVY WWE Champions · ft. Al Hilal players · Footballco
Nescafé بكيفي × Al Hilal · Anthem & Tifo reveal · Footballco
The first, “Game Face” for El Fit Egypt (2021), is on Instagram. The fourth, “You Will Fail”, I wrote, shot and edited alone. Seventy-nine seconds, on Instagram.