AUC’s School of Continuing Education (SCE) recently graduated the inaugural cohort of Egypt’s first Film Industry Business Certificate, a program that launched this summer in partnership with the international Silver Screen Film School in Romania.
“The certificate bridges a long-standing gap in film education, merging creativity with the vital business skills needed to thrive in the film industry,” said SCE Dean Mahmoud Allam. “We’re proud to introduce a program that speaks directly to the needs of aspiring filmmakers, producers, marketers and entrepreneurs across the region. This collaboration is a strong example of how SCE continues to connect education to emerging market needs.”
Taught by industry veterans, including award-winning filmmakers and producers from the Silver Screen Film School as well as AUC subject matter experts in the business field, the program provides learners with a practical understanding of the film industry and its inner workings. To do this, its curriculum offers training in areas such as production, marketing, budgeting, distribution and more.
"The film industry in Egypt and the region is undergoing a rapid transformation, and with it comes a demand for talent who are not only creatively driven but also strategically equipped."
“The program is designed not just for emerging talent, but also for anyone who didn’t previously have access to this kind of specialized film education, whether they’re shifting careers or reigniting a passion,” said Mariam Hamdy ’06, ’14, who co-founded the Silver Screen Film School alongside Octavian Dăncilă, a Romanian senior film programmer.
Students in the first cohort were a mix of aspiring producers, marketers and creative entrepreneurs, united by a passion for film and a desire to understand the industry beyond the camera. They learned how to pitch projects, manage film financing, navigate distribution and build personal brands using AI tools.
“I loved all the mentors; they listened to every question and were incredibly generous with their knowledge. If anything, I just wish we had more hours for each module because the content was so rich and engaging,” said participant Nachwa El Batal.
“The program is designed not just for emerging talent, but also for anyone who didn’t previously have access to this kind of specialized film education, whether they’re shifting careers or reigniting a passion.”
The program is aiming to fill a gap in the market and respond to a growing niche within the film industry, according to Hamdy. “Many talented individuals lack access to structured training in the business side of film,” she said. “The program bridges creative passion with real-world industry skills, and that’s what makes it unique.”
Echoing the same sentiment, Allam noted, "The film industry in Egypt and the region is undergoing a rapid transformation, and with it comes a demand for talent who are not only creatively driven but also strategically equipped."
Moreover, the program is pushing the envelope in the ways that filmmaking skills are taught. Doaa Salem, senior director of outreach and partnerships at the SCE, said: “This program is designed to combine world-class mentorship from both Silver Screen and SCE’s strength in applied learning and professional development. We see this certificate as the first step in building a stronger, more resilient film ecosystem, and we’re committed to supporting its continued growth. This program is a testament to how education can unlock access to new careers, empower local talent, and elevate industry standards in Egypt and beyond.”
Photo captions: top: Co-founders of the Silver Screen Film School Octavian Dăncilă, a Romanian senior film programmer, and Mariam Hamdy ’06, ’14; bottom: Inaugural cohort of Egypt's first Film Industry Business Certificate, offered by AUC's School of Continuing Education in collaboration with the international Silver Screen Film School in Romania
"When I heard about the certificate, I was truly thrilled. Most programs focus only on the creative or artistic side, but this one stood out by highlighting the business, sales and how to turn an idea into a real project. After joining, I found the program to be well-organized and structured in a logical way. It helped me go deeper into the film industry from a much-needed business perspective."
"I was so happy when I discovered this certificate. Seeing modules on pitching, funding, social media, and networking in the film business really caught my eye."
"When I heard about the certificate, I was really excited. I had studied filmmaking, but never learned the business side formally. I picked it up through experience at festivals and production houses. As filmmakers, we truly need this knowledge. Even though I was familiar with some modules, I gained so much from the opportunities, the generous and open discussions, and the networking with both mentors and fellow participants. I just wish the program had been longer!"
"When I saw the announcement on Instagram, I was surprised — in the best way — that such important subjects could be taught by actual professionals from the industry. I didn’t hesitate to join. The organizers were incredibly supportive, and the mentors — especially in production, marketing and film distribution — exceeded my expectations. You truly brought in the best people, and they shared their knowledge so generously. I only wish the program had been longer for an even richer experience. Overall, it was a very positive and rewarding journey, and I’m looking forward to expanding my knowledge even more through the internship opportunities."
From a card game mimicking the Egyptian tante (طنط) to a book translating Amazigh tattoos to a jingle that teaches children about dyslexia, the graphic design student projects featured in the Mashrou’ 2025 exhibition creatively navigated Arab culture by focusing on social impact and cultural awareness. The exhibition’s projects were the product of the Senior Thesis and Senior Project courses for graphic design majors.
The senior show featured works by 37 students, and many of the projects were focused on creating progress in Egypt and beyond (e.g. one card game focused on Saudi Arabia and is being considered for adoption by the Saudi Ministry of Culture for mass production). The students were supervised by graphic design faculty members Jochen Braun, Ghalia Elsrakbi, Ahmad Saqfalhait, Brenda Segone and Nagla Samir.
News@AUC spoke with the artists behind two of the projects: The Litter Mystery and Zar: The Possessed, The Summoned, & The Sacrificed.
Mounted on the exhibit wall, three black and white drawings by student artist Maram Alsayed ’25 display mystical scenes of animals with humanistic characteristics while flame-like patterns swirl in the background.
In the first scene, a man dressed as a medical doctor donning an Ottoman fez is surrounded by animals, including similarly dressed lambs holding hands and two chickens carrying a cane. The next scene depicts a shisha party with only one human attendee; the rest are animals. In the final drawing, a woman decorated with indigenous elements is holding up a doll, surrounded by chicken and Arabic religious text.
These drawings were already curious upon first glance, but a closer look revealed a QR code in the corner that brought the audience to a camera view on their phones where, suddenly, the drawings jumped to life. Color filled the characters as zar music started emanating from viewers’ phones. The characters from the scenes were alive, each of them telling a story with their audiovisual transformations.
Beneath the animated scenes was a book featuring the 12 ‘spirits’ from the scenes, with accompanying text in English and transliterated Arabic explaining the characters’ stories. “Zar has always been practiced, sung and felt but never visually imagined in detail,” said Alsayed. “This project gave me the opportunity to design and visualize 12 spirits based only on their songs, symbolic traits and cultural cues.” She is the first designer to visually imagine the spirits of the zar.
“The project contributes to preserving Egypt’s intangible cultural heritage, ensuring that a spiritual practice tied to healing, identity and cultural memory is not lost with time.”
Beyond bringing the tradition to life, Alsayed’s was a project in cultural heritage, preserving the Egyptian zar ritual through a visual archive. “Giving these spirits a form is a crucial step in protecting and honoring a belief system that is still recognized in Egyptian culture,” said Alsayed. “The project contributes to preserving Egypt’s intangible cultural heritage, ensuring that a spiritual practice tied to healing, identity and cultural memory is not lost with time.”
Illustration gave Alsayed the freedom to interpret each spirit’s identity, colors and sacrifices in the ritual, while augmented reality allowed her to incorporate sound and motion interactively. She said, “I studied rituals, lyrics and sacrificial practices, tracing the symbolic framework of the zar through a deep-dive into history and translations.”
Alsayed drew her inspiration from an authentic live zar music performance by the Mazaher Band. When speaking with performers, Alsayed was struck by one of their comments: Many of the traditional Egyptian songs have lost their meaning. “That moment became the seed of this project. Behind every chant or lyric was likely a story, a spirit and a history waiting to be uncovered,” she said.
The AUCian traced the origins of these songs and reimagined their lost narratives, structuring her project around the themes of the possessed, the summoned and the sacrificed — “the narrative framework of the zar ritual’s journey,” she said. “The zar has existed for generations but is often overlooked, misunderstood or undocumented.”
Designed by student artist Rola Wael ’25, The Litter Mystery is a children’s book featuring a dialogue between two Egyptian children, Mido and Toti, about the final destination of litter, which Mido believes magically disappears every day. The story’s protagonist is an enthusiastic trash can named Binbin who doubles as a guide and mentor throughout the story, teaching children the true harms of littering by explaining where it ends up.
The idea began with Wael’s interest in using design for social good. She wanted to address an issue relevant to Egypt and make a real difference.
“I noticed how common littering is and how rarely it’s addressed in early childhood education. That sparked the idea to tackle this issue through storytelling, something children naturally connect with,” said Wael. She chose to target children between 3 and 4 years old, the age where habits begin to form.
When choosing a format for her art, Wael found that storytelling offered structure and emotional connection, while interactive elements encouraged participation and critical thinking. “That’s how The Litter Mystery was born: a playful, mystery-based story that follows kids as they solve where all the trash is coming from with the help of a friendly trash bin character, Binbin.”
“Ultimately, it’s about building a more conscious future generation, starting with small actions.”
Wael experimented with different forms of media, including interactive elements in the book along with a QR link to a short animation showing where litter ends up after it’s been thrown away. “Kids at this age learn best through touch and play, so I incorporated flaps, spinning wheels and page-turn surprises.”
The book was designed to make environmental education accessible to very young children in Egypt by incorporating familiar local settings like schools and neighborhoods. “The story organically introduces sustainable practices without sounding like a lecture,” said Wael.
The AUCian hopes that her book also sparks conversations at home and school, extending the impact to parents and teachers. “Ultimately, it’s about building a more conscious future generation, starting with small actions,” she said.
Wael is currently in talks with bookstores that are interested in publishing The Litter Mystery. “The goal is to get it into schools, bookstores and homes across Egypt,” she said.
To honor the legacy of Professor Laila El Baradei ’83, ’88, who passed away in April, the Department of Public Policy and Administration (PPAD) at AUC has developed the Laila El Baradei Thesis Award to recognize an outstanding graduate thesis within the department. At the time of her passing, El Baradei held the positions of professor and chair of PPAD at AUC.
“Dr. Laila El Baradei left behind a lasting impact on her students and colleagues, as well as lasting influence on the local and international public policy sphere. For her, teaching was a calling, not a profession, and publishing was an unwavering commitment to ethical governance and public service” said Noha El-Mikawy ’82, dean of the School of Global Affairs and Public Policy.
The award will embody El Baradei’s dedication to academic excellence, public service and student mentorship, shaped by generations of public administrators and policy professionals in Egypt and beyond. “The annual award reflects the department’s commitment to fostering high-quality, policy and public administration-related research in honor of El Baradei’s enduring contributions to public service and academia as well as her lasting impact on PPAD and its students,” said PPAD Interim Chair and Associate Dean Shahjahan Bhuiyan.
“Dr. Laila El Baradei left behind a lasting impact on her students and colleagues, as well as lasting influence on the local and international public policy sphere."
The inaugural award will be announced in September 2025 at the PPAD student-alumni networking event, and all subsequent awards will be granted on April 18 each year to keep El Baradei’s memory alive on the anniversary of her passing.
The winning thesis will be chosen from among the Master of Public Administration/Master of Public Policy theses defended and accepted in the previous calendar year (January to December) by a selection committee of at least three full-time PPAD faculty members, appointed by the department chair. The best thesis will be selected based on academic rigor and originality, relevance and contribution to public policy and administration literature, methodological strength and policy relevance and impact.
El Baradei had been an active and valued member of the AUC community for over 30 years, first as a student and later on as faculty. She earned her PhD in public administration from Cairo University in 1988 and was a faculty member there for over 14 years prior to joining AUC in 2006. During her years at AUC, El Baradei served as the first associate dean of the School of Global Affairs and Public Policy, later as the acting dean, and then as associate dean for research and graduate studies.
"For her, teaching was a calling not a profession and publishing was an unwavering commitment to ethical governance and public service."
Throughout her career, she had been recognized repeatedly for her teaching excellence and service to the University, earning an Excellence in Academic Service Award from AUC in 2022. She also received numerous awards from local and global organizations such as the United Nations Development Programme, the American Society for Public Administration, and the Arab Administrative Development Organization. She continues to be awarded posthumously for her work, recently receiving the Pierre DeCelles Award for Best Paper.
El Baradei and her husband, engineer Ibrahim Shoukry, are survived by their three children, Farah Shoukry ’12, ’16, ’25, Mohamed Shoukry ’12, and Nawara Shoukry ’15.
