El Falaki

El Falaki is the oldest and one of the biggest community-run Ramadan street football competitions in Alexandria, with decades of unofficial history behind it.

The challenge was translating that legacy on screen in a way that felt native to KOTN's cultural brand, without flattening it into generic sponsorship content.

Insight

Ramadan street tournaments like El Falaki are a fixture of local life: communities build and sustain them year after year, entirely on their own terms.

The film needed to put that community front and center, showing the people who make the tournament happen, not just the matches themselves.

Execution

The crew traveled to Alexandria and shot with a minimal, run-and-gun setup: small enough to move with the energy of the streets and stay dynamic through the tournament.

Filming leaned into a joga bonita style, matching the loose, expressive rhythm of the street game itself. To root the story in real history, the team sat down with the tournament's founders, sourcing archival images from its early iterations and recording one founder's voice-over to carry the narrative thread across past and present.

Result

The film resonated well beyond expectations: pulling in around half a million views and heavy audience engagement, cementing KOTN's sponsorship as a genuine cultural touchpoint rather than a branding exercise.