Collaborative Ai to solve for harder campaigns.

I specialize in solving campaigns where framing is unclear, where human judgement is needed. More big picture, less VFX.

My name is Amr Assaid, a Dutch-Egyptian director based in Amsterdam. When I partner with CEOs, CMOs & ECDs, I translate their complex visions into impeccable, brand-sensitive Ai videos — storytelling that provokes, and gets stakeholders to green-light big-budget productions.

Each story sets out to do two things:
1. address messy objectives with harder, human-first judgement work.
2. strike a visceral feeling the viewer can relate to.
This comes complete with cultural nuance, strategic intent, deliberate aesthetic and rapid prototyping.

This is not mere execution; this is directing Ai workflows by someone who understands what each Ai model is capable of, and where human judgment is irreplaceable, using the same directorial evaluation muscle I’ve used on-set for many years.

Fifteen years in advertising & brand consultancy; five directing TVCs; two as creative strategist at Netflix EMEA. Recent work includes Colgate, Showmax, the Premier League, and Manchester City. I work across Amsterdam, the Gulf, and Cairo — markets I know from the inside, not from a brief.

For agencies, brands, and streamers who need content that feels directed, not generated. Currently working on my first Ai Original Series & exploring Agentic Ai.

amr@thislooksawesome.com