“Experiment: SORRY” is a short film about a teacher in his mid-seventies who discovers a link between music and physics after 40 years of trying and uses his "Time-Piano" to mend the relationship with the love of his life.

Alaa graduated in 2006 from Nantes University, France with a degree in Information Systems Studies. Not satisfied with forging a career path in a technical field, Alaa followed his creative ambitions and began working as a graphic designer, and then a creative/art director.

With a long-held passion for photography, Alaa once again succumbed to his creative urges and developed his photography skills. It was through working as a photographer that Alaa fell in love with videography and filmmaking.

After honing his craft as a filmmaker, Alaa developed short videos that gained him positions in the production industry as a camera operator and then as a director of photography.

Alaa’s passion for film, on-set experience, continuous studying and observation of the directorial process with its different schools/styles, eventually found himself seated in a director’s chair on multiple projects. Today, Alaa has made a name for himself as a TV commercial and music video director, who doesn’t shy away from employing his musical skills in the projects he’s involved with.

In 2009, Alaa founded The Projector, a creative studio which acts as a creative arm for numerous production companies, studios and TV channels and whose clientele roster extends beyond local borders, serving regional and international clients as well. The Projector has its own writing workshop and is currently working on various projects.

On the path to fulfilling his true passion, storytelling through directing, Alaa employed his talents and skills in 2018 by producing, writing and directing his debut short film Experiment: Sorry which landed him awards and nominations from festivals around the world.