Artist: FL EX
Role: Director, Creative Director, Producer

GHAGHA was more than a music video. It was the first professional visual introduction of FL EX — one of the most influential voices to emerge from Egypt’s hip hop scene in recent years.

I co-discovered FL EX alongside Dodi, founder of Maadi Town Mafia, and together we saw his potential early on. FL EX brought drill music into the Egyptian soundscape, blending street and ghetto culture with a new kind of contemporary hip hop that spoke to different layers of Egyptian and Arab youth. GHAGHA marked the beginning of that moment.

I initiated the video and led it creatively from start to finish — direction, creative direction, and production. It was made on a low budget, but with a small crew of some of the most talented professionals in the country, all of whom believed in what this could be.

The result was raw, fast, and real. It matched FL EX’s energy and laid the foundation for everything that came after.