I like ideas before I like images.

For me, directing starts long before someone calls action. It starts with finding the thought, the emotion or the unexpected angle that makes people want to watch.

I grew up in Amsterdam with roots in Morocco, surrounded by different cultures, characters and ways of looking at the world. Maybe that’s why I’ve always been fascinated by people and by the small, truthful moments that can turn an advertising idea into something you actually feel.

My background spans more than twenty years in film and advertising, working both creatively and in production. I’ve directed commercials, brand films and music videos across automotive, finance, beverages and lifestyle.

But I don’t only direct.

I also develop concepts with brands and agencies from the first thought on a page to the final film on screen. Sometimes I’m handed a great script and my job is to find its cinematic language. Sometimes there’s only a brand, a problem and an empty page.

I enjoy both.

Today I work between Europe and North Africa, bringing those two worlds, and everything I’ve learned from them, into my work.

Good ideas can come from anywhere.
My job is to find the story inside them