HAMZA AL-MASRI / CREATIVE DIRECTOR & CAMPAIGN LEADER
Make the
vision move.
I direct the idea.
I lead the people.
I build the way forward.
01 / THE POINT OF VIEW
A clear idea.
A collective effort.
An unmistakable result.
Creative direction is the connection between what a brand wants to say and what people actually feel.
I bring concept, production and finishing into one direction — and build the workflows that help creative teams take that direction further.
20+
Years of broadcast craft
12
People in the creative unit
03
Platforms, one creative operation
20+
Promos delivered per week
02 / SELECTED STORIES
Behind every film,
a creative decision.
Six ways into the work.
From generative worlds to broadcast identity.
03 / A DIFFERENT FRAME
Vertical
editions.
One frame. Full attention.
Portrait-format films, shown as they were made.
9:16 / 4:5
04 / THE CREATIVE PRACTICE
I build the work.
And the way it’s made.
Human judgement at the centre.
AI expanding what the team can do.
My work connects hands-on directing and finishing with the systems behind a creative department: clearer briefs, shared references, useful reviews and repeatable delivery standards.
Generative AI belongs inside that production discipline. I test the creative possibility, protect continuity, and turn useful results into workflows the team can use.
THE PRODUCTION METHOD
WORKING OUTPUT
↳
Human checkpoint
THE CREATIVE LAB / A CLOSER LOOK
Direction you can see.
A study of the finished Eid film. These are frames from the final work, not original production references.
A warm palette connects the objects and environments.
Character interaction carries the emotional centre.
Light, performance and setting meet in the final edit.
STEP INTO THE WORK
Beyond the frame.
A doorway into the films. Move through the frame and discover the work behind it.
01 / ENTER02 / DISCOVER03 / WATCH
CONTINUE WITH THE COMPLETE FILMS
TOOLS IN MY PRACTICE
Higgsfield / Seedance / Kling / Nano Banana / ElevenLabs
Premiere Pro / After Effects / DaVinci Resolve / Cinema 4D
05 / THE FILM LIBRARY
The full
picture.112
Broadcast, campaigns, culture and creative experiments.
Original films and format editions, together in one library.
Explore the idea, then its executions.
SELECT A FILM TO ENTER THE SCREENING ROOM
No films found.
Try another title, category or format.
06 / LEADERSHIP, BUILT THROUGH PRACTICE
Lead the idea.
Elevate the team.
I lead a 12-person promotions unit across three platforms, connecting promo producers, graphics and VFX artists, and sound designers through shared standards.
My career spans Qatar, the UK, Jordan and Saudi Arabia — from editing and motion design to launch campaigns, creative leadership and generative production.
At Almamlaka, I joined the channel launch team, developing promotional work that introduced its programmes and editorial identity.
Alaraby Television Network
Doha, Qatar
Alaraby TV
London, United Kingdom
Almamlaka TV
Amman, Jordan
Saudi Sports TV
Riyadh, Saudi Arabia
Saudi TV Channel 1
Saudi Arabia