A season-defining broadcast promo for MBC Group — crafted to carry the weight of Ramadan and the warmth of shared screens across the Arab world.
A unified brand promo spanning three of the region's biggest streaming and broadcast platforms — one visual language, three audiences.
A beauty campaign with an edge — shot for the GCC market with controlled intensity and a visual grammar built around product inevitability.
Skincare positioned as a cultural statement. Warm tones, intentional framing — a brand made inevitable through art direction.
The campaign introduces a playful yet rigorous approach to validating consumer-created uses of Vaseline Jelly through laboratory testing — seven of the most popular grassroots hacks put through a structured validation process inside the brand's own labs.
↗ Campaign Middle East · January 2026An independent music film where performance steps into a precisely choreographed frame — camera moves designed before the artist arrives on set.
Art direction is my hero — I don't dress a set, I build a world that makes the product inevitable.
Based in Dubai. Born in Cairo, 1985. Graduate of the High Cinema Institute, Academy of Arts. Grandson of Ahmed Diaa El-Din — one of Egypt's pioneering film directors. Working across commercials, TV promos, music videos and cinematic brand content for the GCC's leading networks and brands.