If you opened Instagram over the weekend, you likely came across Egyptian director Ahmed Razeek’s latest work. In collaboration with French-based streetwear label Walk In Paris, the two creative forces unveiled an exciting new campaign that transports viewers straight to the heart of Cairo, capturing the everyday essence that makes the city so unique through its bustling streets and the everyday scenes.
The second chapter of the brand’s ongoing “Walk In Odyssey” series, Razeek and the Walk In Paris founder Gary Neveu continue their journey through different cities around the world, spotlighting local cultures. Following the series’ launch in Seoul, the Parisian label took on Egypt’s capital city, which also happens to be Razeek’s birthplace. In three short videos, Cairo’s coolest kids are decked out in the label’s designs, set against a whirlwind of scenes that capture cultural touchstones—from the city’s street vendors and its loud tuk-tuks to forgotten childhood games.
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Eschewing clichés and overdone portrayals of Cairo, the campaign captures the city’s raw, authentic essence, focusing on the real-life snapshots that bring the city to life. Triggering a soothing sense of nostalgia for locals and the diaspora alike, the campaign evokes a warm sense of familiarity, celebrating the sights and sounds that would resonate with anyone who has ever called Cairo home, even from afar.
To mark the release, we sat down with Razeek and Neveu to learn more about their creative process, inspirations, and why the focus on community and authenticity matters.
How did the two of you meet, and what inspired you to work together?
Ahmed Razeek: We met through a mutual friend who introduced us with the idea that we might work on something together. After linking up, it just clicked. Our first collaboration was for the Seoul campaign. We wanted to shoot something different there—something local but with a fresh twist. So, we built the entire art direction from scratch, crafted some fun stories around it, and made it happen.
Gary Neveu: We met through a mutual friend. At first, we didn’t really know each other, but gradually we got to know one another, and the rest is history.
This is not your first collaboration together. How did the idea for a world tour with Walk In Paris come about, and why did you choose to bring it to Cairo?
GN: I had the idea of “Walk in Seoul” in mind for some time. I wanted to organize an event there. When Ahmed showed me his work, I thought it was the perfect opportunity to launch this concept. We had just released a collaboration with the Saison store in Marseille featuring a “Walk in Marseille” tracksuit. So, the idea of taking the brand on a journey through the “Walk in Odyssey” saga came naturally.
AR: This is actually our third time working together. Walk in Paris has always had this vision of exploring different cities and making connections. That idea sparked our plan to venture to the four corners of the world—why not discover Asia, Africa, and beyond? For me, Cairo was a natural choice because it’s where I grew up, and I always wanted to bridge Paris and Cairo, Europe, and the Middle East. This project was the perfect opportunity to kickstart that concept.
What were your key intentions behind producing these clips? Why did you choose to spotlight Egypt, specifically Cairo, as both the setting and source of creative talent? Could you share any memorable stories or experiences from the collaborators you worked with on this project?
AR: I really wanted to show Cairo as I see it—how I grew up there, the nostalgia, the emotions. Through the stories and visuals, I wanted to reflect those personal experiences. But beyond that, I also wanted to highlight that Egypt is full of talent that deserves to work on an international scale. It was important to me to give that recognition and visibility.
This is only the first step in my plan to put Egypt more prominently on the map. I believe projects like these can change how people perceive us, and there’s so much more to do here.
GN: Discovering a place, a culture, a city, or a country through the vision of a director.
How was the overall experience, and do you feel you’ve achieved your objectives?
AR: I think we’ve been 100% successful in telling the story through the three different narratives. We managed to capture the essence of what we set out to show.
GN: Ahmed adapted to the brand’s vintage and fun imagery while adding his own director’s touch. The films are consistent with our brand, so it’s already a success even before we shared them on our networks. We’ll see if people in real life mention it to us and say, “You should definitely do a Walk in Oslo” or “I know someone who can help you shoot a Walk in New York.”
These collaborations with Walk In Paris mark the debut of your own creative studio, Rue. Could you share a bit more about that?
AR: I won’t say too much but all that needs to be known is that my ultimate goal with Rue is to bridge Europe and the Middle East together, to open doors and opportunities for both sides, and break the boundaries that have traditionally separated us.
