Ahmad El Refaey — Reff

Work

Sixty-eight films.
Four chapters.

From a copywriter's desk at Kairo for Ideas to the stands at Kingdom Arena. Every one of them started with a script.

Still from the Deemah Chips film

2023 — Present · Kuwait & Riyadh

The Gulf: four markets in four years

Departments of 19 and 25, three major accounts won in a year, and an Effie for Deemah.
Still from the SAVVY WWE Champions film

2025 — Present · Riyadh

Directing: no second takes

A 90-minute window with Al Hilal's players. Five cameras in a live crowd of 25,000.
Still from the Freska launch film

2009 — 2022 · Cairo

Egypt: three Effie Golds

Fifteen years, four agencies, and a voice built in a city that does not tolerate boring.
Still from the Nescafé × Al Hilal tifo

2007 — Present

Branded content: 11.1M views

Season-long engines for SPL sponsors, plus three audiences built from zero.
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The archive

68 films, plus scripts & award cases

Freelance & Kairo for Ideas · 2011 — 2014

Jawwal — “Patron of the Pros”Palestine · Freelance · 2011
Freska — Launch2013
Freska — Launch, II2013
Freska — Launch, III2013
Lamar Milk — A Brand New World2012
Pizza King — Samaka2012
Pizza King — Deeb2012
Electrostar — “Home Politics” (البيت بيتغير)2014 · African Crystals Emerald
Gloria Ceramics — The Designer2013

FP7 · Cairo · 2014 — 2015

Mobinil — Net Heads: Hashtag2014 · Dir. Ali Ali · Effie Gold · Lynx Silver
Mobinil — Net Heads: Sheeba2014 · Dir. Ali Ali · Effie Gold · Lynx Silver
Mobinil — Net Heads: Selfie2014 · Dir. Ali Ali · Effie Gold · Lynx Silver
Mobinil — Net Heads: Tag le Hossam2014 · Dir. Ali Ali
Coca-Cola — Share a Coke, The Names Song2014 · MENA Effie Gold
Coca-Cola — World Cup song, ft. Nancy Ajram & Cheb Khaled2014 · 4.9M YouTube views
Copa Coca-Cola — “El Magico”, ft. Abu Trika2015
Copa Coca-Cola × Wael Gomaa2015

JWT / Wunderman Thompson · Cairo · 2015 — 2023

Vodafone Flex — Transfer Your Flex, ft. Ahmed Mekky2015 · 4.9M YouTube views
Egyptian Tourism Authority — This Is Egypt (Arab markets)2015
Vodafone × KFC — Delivery2016
Vodafone × KFC — El Mared, II2016 · 509K YouTube views
Vodafone × KFC — El Mared, III2016 · 497K YouTube views
Vodafone — An Ode to Al Ahly Fans2016 · Dubai Lynx Silver · 307K Facebook views in the first hour
Vodafone — ft. Sherif Madkour2016
Vodafone — Mared & Shalaby, ft. Captain Medhat Shalaby2016 · 487K YouTube views
Vodafone — Harakat El Mared, ft. Gaber El Qarmouty2016 · 450K YouTube views
Vodafone — Harakat El Mared, ft. Chef El Sherbini2016 · 520K YouTube views
KitKat — Engagement2017
KitKat — School2017
Dolstick — The New Legends2017
ABK Wallet — Whatever Happened to the 50 LE?!2017 · Dir. Mohamad Fathy Shank
ABK Wallet — Whatever Happened to Ramy2017
ABK Wallet — The Pharmacy2017
ABK Wallet — The Horrors of Money2017
ABK — Egyptianomics2018
Vodafone — Ready Digital2018
Shell Rimula — What Matters Is Inside2018 · Dir. Kareem Shaaban · Effie Gold · 33.8M views
Sun Capital — Own TomorrowRamadan 2018
Fayrouz — De Beta3tak, ft. Massar Egbari2018 — 2019 · 4.3M YouTube views
Alex Bank — Possibilities, ft. Mohamed Salah2019 · 19.8M YouTube views
IMKAN Al Burouj — “Sakan W Hayah”2019 · Dir. Kane Kwik
Beyti — “Tele3 Menha El Helw”, the summer song2019 · 6.5M YouTube views
Shell Rimula — The Ballad of the Truck Drivers, II2019
Shell × Al Ahly2020
Shell — the AFCON song
Shell — the AFCON songAfrica Cup of Nations · plays via Facebook
Clorets — “Kan Fadlak Ad Keda”2020 · 1.3M YouTube views
Vodafone × Cadbury — Al Kalam El Helw, ft. Yasmine Sabri2020 · 27.4M YouTube views
ZED — Ramadan2021
ZED — East vs West2021
ZED Sports Club — Launch2021
Vodafone Red — ft. Asser Yassin2022
Vodafone — Mass, ft. Mohamed Henedy2021
Baheya Foundation — the Wael Gassar song2021
Mountain View — The Best ViewRamadan 2022 · 503K YouTube views
Silver Sands — Silver Town, Summer2022
Shell Rimula — Part III2022
Mandolin — “Why the Fuss?” (ليه الفزلكة)Keep it Simple · Dir. Maged Nassar
Mandolin — “No Fuss Needed” (مش محتاجة أي فزلكة)Keep it Simple · Dir. Maged Nassar · 1.7M YouTube views

The Gulf · Kuwait & Riyadh · 2023 — 2025

Nissan — Test LifeHorizon FCB · 2023 · Effie shortlist, AI · +27% footfall to test drives & sales
Ford Al Ghanim — GenerationsHorizon FCB · 2023
Hardee's — CrunchHorizon FCB · 2023
Hardee's — ElectionHorizon FCB · 2023
Jarir — MacBook AirVML Riyadh · 2025
Al Safi Danone — YoPro KSA launchBold Creatives · 2025
Deemah ChipsBold Creatives · 2025 · MENA Effie Bronze · 107M+ video views · MUSE Platinum
SAVVY × Al Hilal — WWE ChampionsFootballco · 2025 · Directed
Nescafé × Al Hilal — Anthem & TifoFootballco · 2025 · Directed · 11.1M views
Nescafé × Al Hilal — Case studyFootballco · 2025

Scripts & award case films

Shell Rimula — Dubai Lynx case film2019 · Case writing
Shell Rimula — Dubai Lynx Film Craft case2019 · Case writing, scriptwriting focus
Life Sports Club — The Life Way2022 · Script (produced by another agency)
MSD — AWN2021 · Script, with ACT
MSD — Breast Cancer Awareness2021 · Script