I am a senior promo producer and filmmaker with over 18 years of experience in television production. My work spans from concept development to final delivery, combining cinematic storytelling with innovative visual techniques. I am passionate about creating meaningful video content that reflects humanity.
How many years have you been a judge?
This is my first year!
What excited you about judging for the Telly Awards?
What excites me most about judging for the Telly Awards is the chance to witness and celebrate creativity from every corner of the world. It’s a unique opportunity to explore how different cultures and creators approach storytelling, how they experiment with form and emotion, and how they use the language of images to express powerful ideas. As someone deeply passionate about cinematic storytelling and visual innovation, I find it inspiring to engage with such a wide spectrum of work — each piece offering a new perspective and pushing the boundaries of what video can achieve. Being part of this global dialogue of creativity is both an honor and a source of fresh inspiration for my own work.
What was your first job in the industry? What did it teach you?
My first job in the industry was as a photographer. It sparked my passion for capturing the human moment — the fleeting instant that, once seized, can never be recreated. That early experience taught me to observe carefully, to value authenticity, and to understand the power of a single image to tell a story. It shaped my approach to filmmaking, reminding me that every visual choice carries emotion, meaning, and a moment that will never return.
What project are you most proud to have worked on?
One of the projects I am most proud of is Sound Remains, a short film that visually tells the story of Syrians, using poetic projections to express the bitter humanitarian circumstances they have faced, including murder and displacement, under the oppression of someone who saw himself as the Pharaoh of this time. The film was selected for 15 international festivals, including the prestigious PIAFF in Paris, and won three awards. Another project, Eye on Gaza, won a Telly Award in the 3D promotional category, highlighting my focus on creating socially impactful content that resonates globally.
What’s the most challenging part about your job and/or the industry?
The most challenging part of my job is balancing creativity with the many constraints of production, deadlines, and audience expectations. In the television and film industry, there is constant pressure to deliver high-quality content quickly while staying true to the original vision. Additionally, finding the right balance between artistic expression and storytelling that resonates with diverse audiences can be demanding. The challenge also lies in continuously innovating — using new technologies and techniques without losing the emotional core and authenticity of the story. Despite these challenges, they push me to grow, experiment, and explore new ways to tell stories that truly matter.
What do you look for to determine excellence in video?
For me, excellence in video is achieved when form and meaning work together seamlessly. I look for a strong narrative vision that moves beyond the obvious, visuals that are not just beautiful but deeply purposeful, and a sense of emotional truth that connects with the audience. Originality and bold creative choices matter greatly, whether through storytelling structure, cinematic language, or the use of technology. Above all, I value work that dares to challenge perceptions and leaves a lasting impression long after it ends.
What are your current roles and responsibilities and what do you love most about your job?
I am a senior promo producer and filmmaker at Alaraby TV Network. As I mentioned before, my role spans the entire creative journey — from concept and script to directing, editing, and final delivery. I lead the production of cinematic promotional films and campaigns, blending real footage with 2D and 3D graphics, virtual reality, real-time design, and AI tools to craft innovative and meaningful visual stories.
What I love most about my work is the essence of creativity itself — the act of telling a visual story with all its layers, emotions, and unspoken truths is what fuels my passion and keeps me devoted to the art of storytelling. Every project is a new heartbeat, a new way to see the world and translate it into moving images.
What initiatives or projects are you working on now that excite you?
I am currently engaged in several projects that excite me deeply. One is “Tarsana,” a cinematic exploration of humanity, examining why humans invented weapons and how wars have shaped societies and impacted human behavior. I am also leading the promotional campaign for Alaraby Plus, the network’s largest digital platform, aiming to engage audiences in innovative and meaningful ways. Additionally, I am preparing a live theater production, exploring new ways to merge visual storytelling with performance. Each project inspires me because it challenges me creatively, allows me to explore human stories in depth, and pushes the boundaries of how narratives can be told.
Do you have any specific practices you lean on to spark creativity?
To spark creativity, I immerse myself in observing human behavior, emotions, and real-life moments. I often experiment with combining different visual techniques — from live-action footage to 2D/3D graphics, surreal imagery, and AI tools — to find new ways of storytelling. I also draw inspiration from poetry, music, and global cultures, allowing these influences to shape the mood, rhythm, and emotional depth of my work. Regular reflection, sketching ideas, and visual experimentation are key practices that help me push boundaries and discover fresh perspectives.
What inspired you to pursue your career path?
My inspiration to pursue this career came from a lifelong passion for cinema and storytelling. From childhood, I was fascinated by the power of images and sound to convey emotion and meaning. My early experience as a photographer, capturing fleeting human moments, showed me how a single visual could tell profound stories. This fascination with visual storytelling, combined with a desire to explore humanity, culture, and identity, led me to dedicate my life to filmmaking and producing content that moves and inspires audiences.
In your experience, what is a significant change you are seeing happen in the video, television, and/or film industry, and what insight can you share about how to navigate it?
One significant change I have observed in the video and film industry is the rapid integration of digital technology and AI into the creative process. From real-time graphics to AI-assisted editing and visual effects, these tools are transforming how stories are told and produced. To navigate this shift, it is crucial to embrace technology while maintaining a strong focus on human emotion and narrative depth. The key is to balance innovation with authenticity, ensuring that technical advances enhance the storytelling rather than overshadow it. Staying curious, experimenting, and continuously learning are essential to thriving in this evolving landscape.
