Available to hire
I’m an Egyptian-Italian filmmaker obsessed with storytelling that provokes thoughts, emotions and actions. Over the years, I’ve directed high-end commercials campaigns, short films, documentaries, branded entertainment formats and comedy series—always chasing the same thing: work that people strongly feel something for.
My film 40 Years won the Grand Prix at the Cannes Dolphin Awards. My short film The Man Who Gave was described as one of the most memorable films created for the banking sector. I also launched the Arab world’s first branded entertainment channel for Pepsi (PepsiArabiaTV.com) and have since created and directed original short-form comedy series for platforms including MBC Shahid and Sadeem Studios.
Experience Level
Language
Work Experience
Film Director
March 1, 2026 - PresentIndependently working with production companies, corporate entities and entertainment platforms seeking storytelling with an edge.
Head of Film / Creative Director at Resolution Films
September 1, 2022 - February 1, 2026Led development and direction of film campaigns for major corporate entities and commercial brands in Qatar across aviation, luxury, hospitality, retail, sport, and national initiatives. Transformed strategic briefs into cinematic narratives that engage audiences emotionally while elevating perception; developed and directed commercial films and branded digital storytelling from concept to final delivery; collaborated with agency creative teams, strategists, and clients; built long-term client relationships through bold, culturally resonant storytelling and high-end craft.
Film Director & Content Creator at Provocateur Entertainment
November 1, 2019 - September 1, 2025Developed and directed cinematic content designed to capture attention, spark conversation, and elevate brand perceptions across lifestyle, luxury, hospitality, fashion, food, and entertainment brands. Directed branded films and digital content/short-form entertainment from concept to final delivery and collaborated with production companies and streaming services to craft engaging multi-platform campaigns with cinematic, emotionally engaging, culturally relevant storytelling.
Freelance, Content Creator
January 1, 2012 - November 30, 2019Developed and directed pioneering branded content platforms across the region. Launched PepsiArabiaTV.com for PepsiCo, including creative direction and content development across football, lifestyle, comedy, and music. Developed content platforms for Burger King, BMW and the Saudi Research and Publishing Company (e.g., BKTV and BMW Contemporary), and helped deliver a Dubai Tourism Board campaign using influencer-driven storytelling with Bollywood celebrities.
Content Creator
January 1, 2012 - November 1, 2019Developed and directed branded content platforms across the region, including launching PepsiArabiaTV.com for PepsiCo (world’s first full-scale digital brand entertainment channel) covering football, lifestyle, comedy and music; developed BKTV for Burger King; supported launch of BMW Contemporary featuring mini-documentaries about Arab artists; wrote and directed the launch documentary; developed and directed a campaign for Dubai Tourism Board with Bollywood celebrities through influencer-driven storytelling.
Freelance; Self-employed Filmmaker, Film Director
January 1, 2009 - September 30, 2025Directed a wide range of projects including TV commercials, short films, mini documentaries, comedy series, branded entertainment and digital content for leading clients, broadcasters, agencies, and brands. Also directed music videos for artists including Amr Diab, Mona Amarsha, Mohammed Assaf and Abd El Fattah El Grini.
Freelance Filmmaker / Film Director
January 1, 2009 - September 1, 2025Directed TV commercials, short films, mini documentaries, comedy series, branded entertainment and digital content for leading clients, broadcasters, agencies, and brands; also directed music videos for artists including Amr Diab, Mona Amarsha, Mohammed Assaf, and Abd El Fattah El Grini. Built approaches centered on creating film treatments with fresh cinematic language and strong human touch.
Regional Creative Director at Memac Ogilvy
February 1, 2000 - December 1, 2008Responsible for creative development and execution of regional advertising campaigns for brands including American Express, BP, MBC, Comfort, Dove, Nestle, Panadol, Sprite, Tang, Volvo and Power House.
Creative Director at DMB&B
January 1, 1998 - January 1, 2000Responsible for creative development and execution of pan-European advertising campaigns for Always, and local campaigns for TeleBingo and the German Football Association.
Associate Creative Director at BGS DMB&B
March 1, 1997 - December 1, 1997Responsible for creative development and execution of pan-European advertising campaigns for Always, and local campaigns for TeleBingo and the German Football Association.
Creative Director at DMB&B
February 1, 1995 - February 1, 1997Worked on campaigns for Twix, Galaxy, Bounty, Klim, Cerelac, Always, and Dubai Tourism Board; developed the controversial launch campaign for Al Majlis cigarettes in Saudi Arabia.
Copywriter
January 1, 1993 - January 1, 1995Worked on campaigns for Hyatt Hotels, Burger King, Valda, Ciro Jewellery, Casanova Cosmetics, Always and Triumph lingerie.
Squash Promoter
January 1, 1990 - December 1, 1992Created advertising, promotions and events for several squash clubs to help make the squash game more popular.
Education
Specialised Courses • Mass Communication & Film Direction at Berlin Hochscule der Kunste
January 11, 2030 - August 2, 2026Specialised Courses • Marketing & Advertising at Berlin Technical University
January 11, 2030 - August 2, 2026Specialised Courses • Mass Communication & Film Direction at Berlin Hochscule der Kunste
January 11, 2030 - August 2, 2026Specialised Courses • Marketing & Advertising at Technical University
January 11, 2030 - August 2, 2026Qualifications
Industry Experience
Media & Entertainment, Financial Services, Retail, Travel & Hospitality, Government, Other, Professional Services
A selection of my showreel films that combine the long and cinematic with the short and quirky.
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