Fad creative point

Fady

El-M

asry

Creative PointFad

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 �

Inde

x

This booklet about how Fady El-Masry as a designer study and solve his advertising campaign and what is this solutions?Fad Creative Point

Introduction ............................................................................ 5- 7Biography ............................................................................ 8- 11Points of Strength ............................................................................ 12- 15My Philosophy ............................................................................ 16- 19Nasr City ............................................................................ 20- 25 Orascom ............................................................................ 26- 29Lecico ............................................................................ 30- 43EFG Hermes ............................................................................ 44- 61Beltone ............................................................................ 62- 73Arafa Holding ............................................................................ 74- 77Nile Water ............................................................................ 78- 81Orientory ........................................................................... 82- 95Cocktail ............................................................................ 96-101photographic ............................................................................ 102-125Artwork ............................................................................ 126-139Certificates & Awards ............................................................................ 140-147

Index:

Riv

iePo

rtfol

io |

Fady

El-M

asry

200

8

IntroductIon

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 �

This booklet is a Part II of the old booklet and portfolio “ Fady El-Masry “ .

It is the summary of my new style and concepts in the 2007 /2008

First I would like to thank everyone who helped me in this year specially:

Linda Magdy

Chriss Loud owner of Asp

May El-Hazak copy writer of Oriantry

Sally El-Dars owner of “dmicreative “

Frank Di Mauro managing director of “dmicreative “

Nile Davis Creative Director for Dmicreative

My professors:

Dr. Mohamed Mokhtar Satour

Dr. Ahmed EL Sherbeny

Dr. Gihan Elrify

Dr. Mohamed Ardash

Dr. Naglaa Samir

Dr. Hassan El Aasar

Dr. Mahmoud Samy

Dr. Ahmed Awad

Haytham Nawar

Sarah Mustafa

And all of the staff members of my faculty, faculty of Applied Arts o6u

IntroductIon:

Atlas has been created for busy professionals who demand value- for-money without quality compromise. This versatile range has .contemporary styling and grace that brings fresh ideas to life Atlas has been created for busy ofessionals

.who demand fresh ideas to life

Intr

oduc

tion

BIography

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 11

Atlas has been created for busy professionals who demand value- for-money without quality compromise. This versatile range has .contemporary styling and grace that brings fresh ideas to lifeBiography

Fady Maher El-MasryArt director & “Advertising designer (Graphics and Web)”

Born in 3 December 1982 in Cairo Egypt

Studied advertising designing from 2001 in the faculty of Applied Arts and Specialized in Advertising and Printing systems (Graphics Designing).

He graduated from Faculty of Applied Arts, 6th of October University (July 2006) with rating v.good and rank 5th

Won some aWards

In 2007, he won the best ad in the third week of March 2007.

in 2007, he won the cup of “Elkraza” … for the best computer design in all the Coptic churches all over the world.

His B.SC Project was the Cultural Events in the Egyptian Museum (In cooperation with the ARCE). The ARCE “American Research Center in Cairo was the sponsor for the B.SC Project and he drew more than 3000 sketch of statues and carvings, jewellery, papyrus, ammunition and pottery from the Egyptian museum; in addition to sketches from the Exhibitions inside the museum. noW he has a good knoWledge and experience in:Production, Quality, Marketing, Environmental Advertising Design & ISO 14000 Standard Certificate, Montage & Mixage, keywords and how to get them for e-ads, Google add words for “image, movies and flash”, XHTML, DHTML, testing tricks for web, semantics and Egyptology.

he started Working in the advertising career in 2003 Animator designer in Egyptian Television in Maspiro (July 2004), (July 2005).

Drawing , animation and creating the cartoon characters for the Introduction and Ending of TV programs (titres) and editing them in the special channels on the Egyptian TV.

Reason of leaving is to continue studying in the university for the exams.

Graphics designer in Palm Press for printing services (August 2005).

Drawing maps and creating the design of tourism booklet and responsible its processing.

Reason of leaving is to continue studying in the university for the exams.

Graphics designer for Rotary Act El Mansorya (current services).

Design and processing for any kind of media for the club and it events.

Web and Graphic designer in Ripple “ASP Internet Professionals” (July 2006).

Web Designer in a team with eight other graphic designers: submitting logo proofs, website screenshots and developing websites, Design and create ads.

Reason of leaving Closure of the Designing Department that used to serve the US market.

Art director & Creative in Orintory art director (May 2007).

Responsible for designing and processing the ads of both the company and its clients and making the layout of the websites.

Designing and processing the directory of the company and making the layout of the websites

Managing my team that consists of the copyrighter, illustrators and the designers. As well as working in parallel with and in cooperation with the Marketing team and meeting the clients.

Reason of leaving The agency need to decrease my salary because it couldn’t pay me. The company got sold to another company .

Creative director in Dmicreative in UK (December 2007)

Responsible for designing and processing both the ads of the company and clients and making the layout of the websites.

Managing my team that consists of the copyrighter, illustrators and the designers. As well as working in parallel with and in cooperation with the Marketing team and meeting the clients.

Reason of leaving It was a temporary job for maximum 6 months and I need to find fixed work for a long time.

BIographyBi

ogra

phy

poInts oF strength

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 15

Creative Advertising, Graphics & Web designer and art Director where creativity is required.

Flexibility to change my style according to the style of the agency or the Target group.

UNDERSTANDING computer’s applications as the concept which it’s based on

Graduated from Faculty of Applied Arts, Specialized in: Advertising & Printing System (Graphics Designing)

Freedom in my ideas

Experience for 5 years: form 2004 in the field of advertising

Have British, American and Middle East experience .

Understand advertising as a concept of life

Have a good computer package of applications in Mac or IBM as well as the applications’ basics

Active, creative, motivated and works under pressure.

Able to creatively solve designing problems or problems caused by programs.

Able to work for long hours without being bored.

Able to work as a part of a team.

Able to lead teams. (projects team work leader in college for the whole 5 years)

Able to teach others and transmit information.

Able to create marketing plans.

Able to create advertising slogans.

Art director for the campus.

Creative photographer.

Creative artist for painting, acting and directing.

Have good knowledge and experience:

keywords and how to get it, Google add words for “image, movies and flash”, testing tricks for web, Movie montage & mixage, Directing, Marketing, Semantics and Egyptology.

poInts oF strength

Have British, American medal east experience .Why

20052004

Speed of increzing

2006

2007

2008

Where you FInd my Works?

Leci

co

deFInItIon oFmy phIlosophy

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 19

Atlas has been created for busy professionals who demand value- for-money without quality compromise. This versatile range has .contemporary styling and grace that brings fresh ideas to life Atlas has been created for busy ofessionals

.who demand fresh ideas to life

You can find the light when you’re sitting in the darkness inside you. If you can’t see it today; you may see it tomorrow. Hence keep up working till you find the path that leads you to the light that resides inside you.

Advertising is how to say the truth in a way to make people admire your product even if has some faults. The ads must be eye catching as a primary aim whether it carries a small or a big message. As long as you study your product, you can find the concept easily which makes it easy for you to find a creative idea.

Ideas are the most special thing you can give because they express your uniqueness. Finding an idea isn’t that hard but what is really hard is to find a creative idea.

Advertising design in not just some art work or shapes; it must be based on strategy and concepts which will lead us to the corporate identity.

To be an advertising designer, you must have the talent of designing, experience and academic study too. It is not enough to have the talent since art has an academic study and analysis set up from a sum of basics and concepts. If you have either or both talent experience, you may have a creative design but for only one piece of work. On the contrary, the designer must have good designs in every piece of work, so if you have the talent and experience as well as the basics and concepts of this academic study, you’ll be able to be creative in every design you do. Academic study alone, on the other hand, is not sufficient. What can rules do without the talent or experience?

To give good work and creative ideas, you must enjoy a stable kind of life in a friendly working environment. If you feel that you are happy in what you do, your output of work will be good. This gives you a feeling of stability that will make you more relaxed and your mind will be more alert. Hence your work productivity curve will be up and it will be easier to find your creative point . In order to fulfil such stable atmosphere needed for a designer, there must be fixed hours of work with a good salary. When you start a design, try to keep your mind focused and away of any stress or pressure. The friendly working atmosphere makes you able to reach the best creative results with the team you are working with. Stability and relaxation are the basic sources for a good design.

You can find the light when you’re sitting in the darkness inside you. If you can’t see it today; you may see it tomorrow. Hence keep up working till you find the path that leads you to the light that resides inside you.

“Good Ads Present Something New, Fresh and Clear”

deFInItIon oF my phIlosophyd

eFIn

ItIo

n o

Fm

y p

hIl

oso

phy

Pholsphy of Fady El-Masry

nasr cItyhousIng & development

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 2�

It’s re branding for it I use the sharp craves to say that we have the modern designing with the sharp strong rules of housing & development, first thing remove the old logo and change it to “NCHD” in Arial font to be easy download this new in any computer system & to be faster in any mobile 3G service and this “NCHD” easy to remember, we use the pastel worm cooler to point that we change this land aria that we have.

Nasr City Housing & Development

Type: website

Date of design: January 08

Nas

r Ci

tyH

ousi

ng &

Dev

elop

men

t

Type: Presentation


Portf

olio

| Fa

dy E

l-Mas

ry 2

008 25

has been developing mega plots for tens of thousands of middle-income Egyptians and installing infrastructure and utilities since 1959. Initially, the main purpose was to develop land on 4.5 million m2 of Nasr City and the surrounding area on the outskirts of Cairo, developing parcels of land to be sold and rented for and housing and commercial use.

Nasr City Housing & Development

Type: Brochure


Nas

r Ci

tyH

ousi

ng &

Dev

elop

men

t

Type: Folder


Type: Letterhead


orascom constructIon IndustrIes

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 29

(OCI) is a leading construction contractor active in emerging markets. Based in Cairo, we employ more than 40,000 people in over 20 countries. Working together with our employees, business partners and customers, we are helping to build the future in developing countries around the world.

(OCI) have concept and rule & template for advertising, so we can see here how I follow this Concepts and templates without any braking for this rules.

Type: Advertising ad

Date of design: March 08

Ora

scom

Cons

truc

tion

Indu

stri

es

Type: Rollups ad





Orascom Construction Industries

lecIco

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 ��

Leci

co

Manufacturing bathroom suites and sanitaryware in Egypt some 45+ years ago. Now producing thousands of pieces of the finest ceramic sanitaryware per day Lecico has grown to become a global brand leader, crafting in excess of six million ceramic bathroom pieces per annum.

Lecico starting




Date of design: February 08

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 �5

Wide range of bathroom ceramics, brassware and accessories including: Modern bathroom suites, traditional bathroom suites, bathroom suites for the less abled and special needs, commercial ceramic sanitaryware products, water saving bathroom suites, space saving bathroom suites.

Lecico supplies

Leci

co







Portf

olio

| Fa

dy E

l-Mas

ry 2

008 ��

Lecico strives to create a unique range of bathroom products to meet differing needs, budgets and taste. With our excellent tradition of service Lecico is committed to your requirements.

Lecico is committed to continued investment in quality and design. Our dedicated R&D department ensures continuous dedication to the art of producing leading edge bathroom ceramics.

Lecico company

Leci

co



Type: Flyer ad

Date of design: December 08





Portf

olio

| Fa

dy E

l-Mas

ry 2

008 �9

Lecico continues to invest in technology to ensure that innovative products work perfectly to the highest standards and quality assurances are maintained for our domestic and commercial markets.

Our vitreous china is manufactured in compliance with BS3402 British standard specification of quality vitreous china appliance - BSi, FECS.

Lecico company

Leci

co



Portf

olio

| Fa

dy E

l-Mas

ry 2

008 41

maximize your pool investment

add extra enjoyment and pleasure using your pool

protect your health offering ultra clean drinking water

save cost heating water by using solar energy

Lecico company

Leci

co

Type: Catalog


Portf

olio

| Fa

dy E

l-Mas

ry 2

008 4�

Lecico has come a long way since its modest early beginning of 1000 pieces of sanitary ware per day. The company was the pioneer in the ceramics business in the Middle East and its origin goes back to 1959 when it started its first manufacturing facility in Lebanon.

Lecico History

Leci

co

Type: Catalog


eFg hermes

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 4�

document a company presents at Annual General Meeting for approval by its shareholders, or a charitable organization presents its trustees. The report is made up of reports and financial statementsAnnual report

EFG

Her

mes

Type: Annual report “First section”


Brief: Here I try to use the illustration to prove the concept of freedom, powerful and strong line how can change the world to follow his concepts.

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 49

Focus and inside track is newsletter but focus is target the clients of EFG Hermes& inside track target the employers of EFG Hermes so it internal newsletter.

EFG Hermes newsletter

EFG

Her

mes

Type: newsletter


Type: newsletter


Portf

olio

| Fa

dy E

l-Mas

ry 2

008 51

Advertising ad

EFG

Her

mes



Brief: You can do every thing online easier than using phone of any othe media u can do what u need by your self.

Advertising is a form of communication whose purpose is to inform potential customers about products and services and how to obtain and use them. Many advertisements are also designed to generate increased consumption of those products and services through the creation and reinforcement of brand image and brand loyalty. For these purposes advertisements often contain both factual information and persuasive messages.



Brief: It documentary ad to show the new Board of director the EFG Hermes.

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 5�

Multimedia presentations can be live or recorded. A recorded presentation may allow interactivity via a navigation system. A live multimedia presentation may allow interactivity via interaction with the presenter or performer.

Corporate presentation

EFG

Her

mes

Type: Corporate presentation


Brief: Here I try to follow the new corporate identity of the new barding.

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 55

EFG

Her

mes

Type: Brochure


ITIEM :

A4 envelope, Brochure, Printed Invitation, DL envelope for invitation, Letterhead and Continuation sheets, Note Pads, With Comps Card, Airport Bus Signs, Bus poster signs, Multimedia CD cover and label, Research CD cover and label, Nancy Agram CD cover and label, Cocktail stick flags, Door signs for 1x1 sessions, Flash stick box, Football flyer , Info Signs 3 sizes(150 x 210, 120 x 210 &20 x 42), Bedouin night Menu, Gala night Menu, Lunch Menu, Name tag, PPT , Research, booklet, Rollups 3 sizes ( 150 x 210, 120 x 210& 20x 42), T-Shirts and Back drop.

EFG Hermes, ONEonONE Mar 08

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 5�

EFG

Her

mes

Providing an opportunity for investors, business and political leaders to come together in one location to share expertise and advice candidly, the annual Conference has consistently attracted major investors from around the globe, with this year being no exception: At this year’s Conference, over 200 investors from the United States, Europe and the Middle East, had one-to-one access to corporate heads and decision makers from leading regional companieswith a total market


Type: Event website


Type: e invitation


Portf

olio

| Fa

dy E

l-Mas

ry 2

008 59

I use the green of EFG With the map to say that they cover all the world and specialize the medal east and the doted map to match the shape of the screen in t h brokerage to say that we have the concept of how to mange the brokerage.

EFG

Her

mes


Type: Notepad


Type: DL envelope for invitation


Type: Hotel sign


Type: Cocktail stick flags


Type: Folder


Portf

olio

| Fa

dy E

l-Mas

ry 2

008 61

representing prominent regional companies, continue to confirm the Middle East huge potential for expanding trade, exports and foreign direct investment.

EFG

Her

mes


Type: Nancy Agram CD cover and label


Type: T shirt


Type: Center Piece Portrait


Type: invitation


Beltone

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 65

Presentation is the process of presenting the content of a topic to an audience.

A website is a collection of Web pages, images, videos or other digital assets that is hosted on one or more web servers, usually accessible via the Internet.

Beltone Financial

Belt

one

Type: Credentials Presentation


Type: website


Portf

olio

| Fa

dy E

l-Mas

ry 2

008 6�

is one of the fastest-growing investment banks in the Middle East and North Africa, offering institutional and high-net-worth clients a full range of services from corporate finance and asset management to securities brokerage, private equity and research.

Founded in 2002 by a group of Egyptian financial services pioneers with decades of regional and international experience, Beltone has emerged as the investment bank of choice for brand-name companies in fields as diverse as information technology, telecommunications, agrifoods and textiles

Beltone Financial

Belt

one

Type: News letter Cover


Type:News letter Issue


Portf

olio

| Fa

dy E

l-Mas

ry 2

008 69

Belt

one

ITIEM :

A4 envelope, Brochure, Printed Invitation, DL envelope for invitation, Letterhead and Continuation sheets, Note Pads, With Comps Card, Airport Bus Signs, Bus poster signs, Multimedia CD cover and label, Research CD cover and label, Nancy Agram CD cover and label, Cocktail stick flags, Door signs for 1x1 sessions, Flash stick box, Football flyer , Info Signs 3 sizes(150 x 210, 120 x 210 &20 x 42), Bedouin night Menu, Gala night Menu, Lunch Menu, Name tag, PPT , Research, booklet, Rollups 3 sizes ( 150 x 210, 120 x 210& 20x 42), T-Shirts and Back drop.

Type: Poster signs


Type: Event website


Portf

olio

| Fa

dy E

l-Mas

ry 2

008 �1

Belt

one

The concept in this is the conation between Egypt and USA and the place of the event is New York Stock Exchange (NYSE), the most impotent Egyptian client is Orascom Construction Industries (OCI).

We my concept you can see the mixing between Egypt as Orascom Construction Industries (OCI) & USA as York Stock Exchange (NYSE).

Beltone First “Egypt Day” concept

Type: e invitation


Type: envelope


Type: EFD Forms

Date of design: January 08 Type: Invite Soft US version


Portf

olio

| Fa

dy E

l-Mas

ry 2

008 ��

Belt

one

Type: Brochure


Beltone Financial Brings First “Egypt Day”to the United States

organizing First Egypt Day at the New York Stock Exchange (NYSE) on February 4th, 2008. It will be a unique occasion that will include ringing the Closing Bell on the NYSE Trading Floor. The Ceremony will be broadcast on terrestrial TV worldwide, reaching tens of millions of viewers.

Type: Invite


Type: Invite


Type: InviteEnvelope


Type:Diner menu


araFa holdIng

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 ��

It new agency in the UK brokerage. It like a new barding for it.

Arafa Holding takes pride in its evolution during the past years and is becoming today a diverse organization with employees, customers and suppliers throughout the different continents of the world. Today Arafa Holding is acknowledged by the industry elites as a pivotal contributor in the textile and apparel industry in Egypt and worldwide.

Arafa Holding

Ara

fa H

oldi

ng

Type: Annual report “First section”


Brief: I need to say that they stylish.

nIle Water

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 81

maximize your pool investment

add extra enjoyment and pleasure using your pool

protect your health offering ultra clean drinking water

save cost heating water by using solar energy

NILE WATER SYSTEMS

Nile

Wat

er

Type: Corporate brochure

Date of design: 07

Brief: Here I try to say that he offer this product to have a pure water

Type: Invition and Envelop


Brief:

we can see in the invitation how i use the material to prove our concept witch is the pure water, in the envelope I use the same image to follow the corporate identity of advertising.

orIentoy

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 85

Ori

ento

y

Established 2004 as a Commandite Company Limited by Shares (CCLS), Orientory’s objective is to integrate corporations and entrepreneurs’ requirements and interests through a reliable network, providing valuable services.

About Orientory

1414

Type: Indoor Poster

Date of design: November 07

Brief: It will send with magazine so we need you to stop and be attention and because we give you 25% that big sale so we every one know it.

Type: Indoor Poster


Brief: Here I try to say that we give you 25% that big sale.

Type: Indoor Poster


Brief: Here I try to say that It our Christmas offer, we offer 25% that big sale.

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 8�

Our aim is to help the business professional find exactly what they are looking for in the least time possible and pay the precise prices in return for valuable services. To do this, we have built Orientory, the Egyptian and Middle Eastern only business-focused search engine and directory for corporations and entrepreneurs.

About Orientory

Ori

ento

y

1414

Type: Rollup Banner

Date of design: October 07

Brief: I try show that there in new shape for website, how can you find every thing you needs even the art work that by the match between the hand and mouse sine.

Type: Rollup Banner

Date of design: 07

Brief: I try to say there is new style we will have by the winter season.

Type: Rollup Banner


Brief: We are the winners whatever how is our competitor, even his sine in yellow, and how we win can be move.

Type: Rollup Banner

Date of design: September 07

Brief: We aren’t juniors in our market but we are seniors.

Type: Rollup Banner


Brief: We are professionals we match our target group what is a+, we r flexible and easy to update our systems.

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 89

takes Egypt corporations and entrepreneurs as its base data. We’ll be improving our search utility, expanding our business directory to include the Middle Eastern corporations and entrepreneurs, and introducing new ways for business marketers to reach qualified customers.

Orientory

Ori

ento

y

1414

Type: Magazine AD


Brief: We are the winners whatever how is our competitor, even his sine in yellow, and we have job vacations.

Type: Magazine AD


Type: Magazine AD


Type: Magazine AD


Type: Magazine AD

Date of design: August 07

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 91

work is based on the actual needs of Egyptian and Middle Eastern corporations and entrepreneurs, from providing reliable and accurate information, to implementing efficient business channels.

Orientory

Ori

ento

y

1414

Type: Magazine AD


Type: e-AD


Type: Magazine AD

Date of design: July 07

Type: Magazine AD

Date of design: July 07

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 9�

Printed version of its directory, which is a distinguished trend in its strategy, for it enables wide-ranging promoting for the corporations and entrepreneurs listed in the directory. Those in-prints reach high-caliber audiences twice a year.

Orientory offers

Ori

ento

y

1414

Type: Outdoor


Type: Outdoor


Portf

olio

| Fa

dy E

l-Mas

ry 2

008 95

A simple directory service called a naming service maps the names of network resources to their respective network addresses. With the name service type of directory, a user doesn`t have to remember the physical address of a network resource; providing a name will locate the resource. Each resource on the network is considered an object on the directory server. Information about a particular resource is stored as attributes of that object. Information within objects can be made secure so that only users with the available permissions are able to access it. More sophisticated directories are designed with namespaces as Subscribers, Services, Devices, Entitlements, Preferences, Content and so on. This design process is highly related to Identity management.

Business Directory

Ori

ento

y

1414

Type: Outdoor


Type: Outdoor


Type: Outdoor


Type: Outdoor


Type: Outdoor


Type: Outdoor


cocktaIl

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 99

The past, present and future of Mercedes-Benz have always been driven by a strong ‘Spirit of Innovation’. Discover the remarkable passion behind our name, through the people and cars that have made history.

Mercedes-Benz

Cock

tail

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 101

Cock

tail

The earliest graphics known to anthropologists studying prehistoric periods are cave paintings and markings on boulders, bone, ivory, and antlers, which were created during the Upper Palaeolithic period from 40,000 - 10,000 B.C. or earlier. Many of these were found to record astronomical, seasonal, and chronological details. Some of the earliest graphics and drawings known to the modern world, from almost 6,000 years ago, are that of engraved stone tablets and ceramic cylinder seals, marking the beginning of the historic periods and the keeping of records for accounting and inventory purposes. Records from Egypt predate these and papyrus was used by the Egyptians as a material on which to plan the building of pyramids; they also used slabs of limestone and wood. From 600-250 BC, the Greeks played a major role in geometry. They used graphics to represent their mathematical theories such as the Circle Theorem and the Pythagorean theorem.

Graphics History

photographIc

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 105

Phot

ogra

phic

the process of recording pictures by means of capturing light on a light-sensitive medium, such as a film or electronic sensor. Light patterns reflected or emitted from objects expose a sensitive silver halide based chemical or electronic medium during a timed exposure, usually through a photographic lens in a device known as a camera that also stores the resulting information chemically or electronically. Photography has many uses for both business and pleasure. It is often the basis of advertising and in fashion print. Photography can also be viewed as a commercial and artistic endeavor.

Photography

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 10�

The word “photography” comes from the French photographie which is based on the Greek words φως phos (“light”), and γραφίς graphis (“stylus”, “paintbrush”) or γραφή graphê (“representation by means of lines” or “drawing”), together meaning “drawing with light.” Traditionally, the product of photography has been called a photograph, commonly shortened to photo.

Photography

Phot

ogra

phic

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 109

Photography gained the interest of many scientists and artists from its inception. Scientists have used photography to record and study movements, such as Eadweard Muybridge’s study of human and animal locomotion in 1887. Artists are equally interested by these aspects but also try to explore avenues other than the photo-mechanical representation of reality, such as the pictorialist movement. Military, police, and security forces use photography for surveillance, recognition and data storage. Photography is used to preserve memories of favorite times, to capture special moments, to tell stories, to send messages, and as a source of entertainment.

Commercial advertising relies heavily on photography and has contributed greatly to its development.

Uses of photography

Phot

ogra

phic

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 111

Photography is the result of combining several technical discoveries. Long before the first photographs were made, Ibn al-Haytham (Alhazen) (965–1040) invented the camera obscura and pinhole camera, Albertus Magnus (1193–1280) discovered silver nitrate, and Georges Fabricius (1516–1571) discovered silver chloride. Daniel Barbaro described a diaphragm in 1568. Wilhelm Homberg described how light darkened some chemicals (photochemical effect) in 1694. The fiction book Giphantie, by French author Tiphaigne de la Roche, described what can be interpreted as photography.

History of photography

Phot

ogra

phic

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 11�

Photography as a usable process goes back to the 1820s with the development of chemical photography. The first permanent photograph was an image produced in 1826 by the French inventor Nicéphore Niépce. However, the picture took eight hours to expose, so he went about trying to find a new process. Working in conjunction with Louis Daguerre, they experimented with silver compounds based on a Johann Heinrich Schultz discovery in 1724 that a silver and chalk mixture darkens when exposed to light. Niépce died in 1833, but Daguerre continued the work, eventually culminating with the development of the daguerreotype in 1839.


Phot

ogra

phic

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 115

Meanwhile, Hercules Florence had already created a very similar process in 1832, naming it Photographie, and William Fox Talbot had earlier discovered another means to fix a silver process image but had kept it secret. After reading about Daguerre’s invention, Talbot refined his process so that it might be fast enough to take photographs of people. By 1840, Talbot had invented the calotype process, which creates negative images. John Herschel made many contributions to the new methods. He invented the cyanotype process, now familiar as the “blueprint”. He was the first to use the terms “photography”, “negative” and “positive”. He discovered sodium thiosulphate solution to be a solvent of silver halides in 1819, and informed Talbot and Daguerre of his discovery in 1839 that it could be used to “fix” pictures and make.them permanent. He made the first glass negative in late 1839


Phot

ogra

phic

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 11�

In March of 1851, Frederick Scott Archer published his findings in “The Chemist” on the wet plate collodion process. This became the most widely used process between 1852 and the late 1880s when the dry plate was introduced. There are three subsets to the Collodion process; the Ambrotype (positive image on glass), the Ferrotype or Tintype (positive image on metal) and the negative which was printed on Albumen or Salt paper.


Phot

ogra

phic

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 119

Many advances in photographic glass plates and printing were made in through the nineteenth century. In 1884, George Eastman developed the technology of film to replace photographic plates, leading to the technology used by film cameras today.


Phot

ogra

phic

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 121

Form of photography that utilizes digital technology to make digital images of subjects. Until the advent of digital technology, photography used photographic film to create images which could be made visible by photographic processing. Digital images can be displayed, printed, stored, manipulated, transmitted, and archived using digital and computer techniques, without chemical processing.

Digital photography

Phot

ogra

phic

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 12�

One of several forms of digital imaging. Digital images are also created by non-photographic equipment such as computer tomography scanners and radio telescopes. Digital images can also be made by scanning conventional photographic images.

Digital photography

Phot

ogra

phic

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 125

The camera or camera obscura is the image-forming device, and photographic film or a silicon electronic image sensor is the sensing medium. The respective recording medium can be the film itself, or a digital electronic or magnetic memory.

Photographers control the camera and lens to “expose” the light recording material (such as film) to the required amount of light to form a “latent image” (on film) or “raw file” (in digital cameras) which, after appropriate processing, is converted to a usable image. Modern digital cameras replace film with an electronic image sensor based on light-sensitive electronics such as charge-coupled device (CCD) or complementary metal-oxide-semiconductor (CMOS) technology. The resulting digital image is stored electronically, but can be reproduced on paper or film.

Photographic cameras

Phot

ogra

phic

artWork

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 129

In photography, a shutter is a device that allows light to pass for a determined period of time, for the purpose of exposing photographic film or a light-sensitive electronic sensor to light to capture a permanent image of a scene. A shutter can also be used to allow pulses of light to pass outwards, as in a movie projector or signal lamp.

Shutter (photography)

Art

wor

k

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 1�1

n photography, exposure is the total amount of light allowed to fall on the photographic medium (photographic film or image sensor) during the process of taking a photograph. Exposure is measured in lux seconds, and can be computed from exposure value (EV) and scene luminance.

Exposure (photography)

Art

wor

k

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 1��

The zone system is another method of determining exposure and development combinations to achieve a greater tonality range over conventional methods by varying the contrast of the <film’ to fit the print contrast capability. Digital cameras can achieve similar results (high dynamic range) by combining several different exposures (varying only the shutter speeds) made in quick succession.

Today, most cameras automatically determine the correct exposure at the time of taking a photograph by using a built-in light meter, or multiple point meters interpreted by a built-in computer, see metering mode.

Negative/Print film tends to bias for exposing for the shadow areas (film dislikes being starved of light), with digital favouring exposure for highlights. See latitude below.

Determining exposure

Art

wor

k

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 1�5

There are two types of computer graphics: raster graphics, where each pixel is separately defined (as in a digital photograph), and vector graphics, where mathematical formulas are used to draw lines and shapes, which are then interpreted at the viewer’s end to produce the graphic. Using vectors results in infinitely sharp graphics and often smaller files, but, when complex, vectors take time to render and may have larger filesizes than a raster equivalent.

Computer graphics

Art

wor

k

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 1��

A visual art which makes use of any number of drawing instruments to mark a two-dimensional medium. Common instruments include graphite pencils, pen and ink, inked brushes, wax color pencils, crayons, charcoals, chalk, pastels, markers, stylus, or various metals like silverpoint. An artist who practices or works in drawing may be referred to as a draftsman or draughtsman.

Drawing

Art

wor

k

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 1�9

A small amount of material is released onto the two dimensional medium which leaves a visible mark - the process is similar to that of painting. The most common support for drawing is paper, although other materials such as cardboard, plastic, leather, canvas and board, may be used. Temporary drawings may be made on a blackboard or whiteboard, or indeed almost anything. The medium has also become popular as a means of public expression via graffiti art, because of the easy availability of permanent markers.

Drawing

Art

wor

k

certIFIcates& aWards

Portf

olio

| Fa

dy E

l-Mas

ry 2

008

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 14�

• Graduated from Faculty of Applied Arts, 6th of October University (July 2006).

• Address: General axis- Part 1/1- 6th of October City.

• Specialized in: Advertising and Printing systems (Graphics Designing).

• Rank: 5th.

• Rating: V.Good.

• B.SC Project: Cultural Events in the Egyptian Museum (In cooperation with the ARCE).

• Project Grade: V.Good.

Education:

Cert

ifica

tes

& A

war

ds

El-Kraza Cup in the digital design for the all Coptic churches in the entire world.

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 145

www.fadyelmasry.blogspot.com

Old Prtofolio : http://www.4shared.com/file/18894004/c7f37fde/Fady-El-Masry.html

My CV. : http://www.4shared.com/file/30333458/7851f6ad/FadyMaherEl-Masry.html

www.flickr.com/photos/21019096@N07/show/My links

Cert

ifica

tes

& A

war

ds

Certificates From Egyptian Television in Maspiro

Portf

olio

| Fa

dy E

l-Mas

ry 2

008 14�

Address: 4 Housine st./Ali El-Kasar st.\ Cairo, Egypt

Tel: +2 (02) 25 88 57 29

Gsm: +2 (012) 71 091 71

e-mail: [email protected]

Fady Maher El-Masry

Portfolio | Fady El-Masry 2008

Art director & “Advertising designer (Graphics and Web)” where creativity is required?Gsm: +2 (012) �1 091 �1e-mail: [email protected] by Fady El-MasryCopyright by Linda Magdy

Fad ©

Art & Photos

Fad creative point