Fad creative point

Fady El-Masry
Fad
Creative Point

Portfolio | Fady El-Masry 2008
Index
This booklet about how Fady El-Masry as a designer study and solve
Fad Creative Point his advertising campaign and what is this solutions?
Introduction ............................................................................ 5- 7
Biography ............................................................................ 8- 11
Points of Strength ............................................................................ 12- 15
My Philosophy ............................................................................ 16- 19
Nasr City ............................................................................ 20- 25
Orascom ............................................................................ 26- 29
Lecico ............................................................................ 30- 43
EFG Hermes ............................................................................ 44- 61
Beltone ............................................................................ 62- 73
Arafa Holding ............................................................................ 74- 77
Nile Water ............................................................................ 78- 81
Orientory ........................................................................... 82- 95
Cocktail ............................................................................ 96-101
photographic ............................................................................ 102-125
Artwork ............................................................................ 126-139
Certificates & Awards ............................................................................ 140-147
Index:

Rivie
Introduction

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

Biography

11
Biography .contemporary styling and grace that brings fresh ideas to life
Biography
Fady Maher El-Masry
Art 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.
Biography

Points of Strength

15
Points of Strength
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.
Where you find my works?
Why Have British, American medal east experience .
2005
2004
Speed of increzing
2006
2007
2008
Lecico

Definition of
My Philosophy

19
Atlas has been created for busy ofessionals .contemporary styling and grace that brings fresh ideas to life
.who demand fresh ideas to life
Definition of My Philosophy
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 Philosophy
Pholsphy of Fady El-Masry

Nasr City
Housing & Development

23
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
Nasr City
Type: Presentation

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
Nasr City
Type: Folder
Type: Letterhead

Orascom
Construction Industries

29
Type: Advertising ad
Date of design: March 08
(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.
Orascom
Construction Industries
Type: Rollups ad
Orascom Construction Industries

Lecico

3
Lecico
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

35
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
Lecico supplies
Date of design:
March 08

37
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
Lecico company
Type: Flyer ad
Date of design: December 08

39
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
Lecico company

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
Lecico company
Type: Catalog

43
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
Lecico History
Type: Catalog

EFG Hermes

47
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.
document a company presents at Annual General Meeting for
approval by its shareholders, or a charitable organization presents its
EFG Hermes
Annual report trustees. The report is made up of reports and financial statements

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
EFG Hermes newsletter
Type: newsletter
Type: newsletter

51
EFG Hermes
Advertising ad
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.

53
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.
EFG Hermes
Corporate presentation
Type: Corporate presentation
Brief: Here I try to follow the new corporate identity of the new
barding.

55
EFG Hermes
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

57
EFG Hermes
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 companies
with a total market
Type: Event website
Type: e invitation

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 Hermes
Type: Notepad
Type: DL envelope for invitation
Type: Hotel sign
Type: Cocktail stick flags
Type: Folder

61
representing prominent regional companies, continue to confirm the
Middle East huge potential for expanding trade, exports and foreign
direct investment.
EFG Hermes
Type: Nancy Agram CD cover and label
Type: T shirt
Type: invitation
Type: Center Piece Portrait

Beltone

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
Beltone Financial
Type: Credentials Presentation
Type: website

67
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
Beltone Financial
Type: News letter Cover
Type:News letter Issue

69
Beltone
Type: Poster signs
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: Event website

71
Beltone
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
Type: Invite Soft US version

73
Beltone
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

7
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
Arafa Holding
Type: Annual report “First section”
Brief: I need to say that they stylish.

Nile Water

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
NILE WATER SYSTEMS
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

85
Orientoy
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
Type: Indoor Poster
Date of design: November 07
Brief: Here I try to say that we give you 25%
that big sale.
Type: Indoor Poster
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 It our Christmas
offer, we offer 25% that big sale.

87
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.
Orientoy
About Orientory
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.

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.
Orientoy
Orientory
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

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.
Orientoy
Orientory
Type: Magazine AD
Type: e-AD
Type: Magazine AD
Date of design: July 07
Type: Magazine AD
Date of design: July 07

93
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.
Orientoy
Orientory offers
Type: Outdoor
Type: Outdoor

95
Type: Outdoor
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.
Orientoy
Business Directory
Type: Outdoor
Type: Outdoor
Type: Outdoor
Type: Outdoor
Type: Outdoor

Cocktail

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.
Cocktail
Mercedes-Benz

101
Cocktail
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

105
Photographic
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

107
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.
Photographic
Photography

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.
Photographic
Uses of photography

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.
Photographic
History of photography

113
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.
Photographic

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
Photographic

117
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.
Photographic

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.
Photographic

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.
Photographic
Digital photography

123
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.
Photographic
Digital photography

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
Photographic cameras

Artwork

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.
Artwork
Shutter (photography)

131
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.
Artwork
Exposure (photography)

13
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.
Artwork
Determining exposure

135
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.
Artwork
Computer graphics

137
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.
Artwork
Drawing

139
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.
Artwork
Drawing

Certificates
& Awards

143
• 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.
Certificates &
Awards
Education:
El-Kraza Cup in the digital design for the all
Coptic churches in the entire world.

145
Certificates &
Awards Certificates From Egyptian Television in Maspiro
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
My links www.flickr.com/photos/21019096@N07/show/

147
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: fadyelmasry@hotmail.com
Fady Maher El-Masry

Art director & “Advertising designer (Graphics
and Web)” where creativity is required?
Gsm: +2 (012) 71 091 71
e-mail: fadyelmasry@hotmail.com
Design by Fady El-Masry
Copyright by Linda Magdy
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