When Mahmoud Hemeda co-founded Samaka Studio in 2018, he saw an industry defined by potential but impeded by a lack of infrastructure. Swimming Freely: How Samaka Studio and Animatex Are Reshaping Egyptian Animation. As Egypt possessed significant animation talent, the ecosystem lacked the ambition and cultural pride necessary to create work that could compete on the global stage. Instead, the market was dominated by either low-budget commercial projects or outsourced execution for foreign entities.
“We wanted to change that,” Hemeda explains. “ Not just by producing better animation, but by building a complete ecosystem, a studio, a school to develop talent, and a festival to create community.”
That three-part vision was baked in from day one. The goal was never just to make good work. It was to help build an industry that could sustain itself.
The Three-Pillar Ecosystem
Samaka Studio’s vision was built on the belief that a production studio cannot exist in a vacuum. To create a sustainable industry, Hemeda and his team focused on three interconnected pillars. First of all, Samaka Studio is a creative production studio based in Egypt that crafts animated stories, for brands, agencies, and international partners, that bridge heritage and modernity. Hemeda reflected that the existence of the studio had a positive impact on the industry,
“ The talent level has genuinely improved, you can see it in the quality of work coming out of the region, and the number of people entering the field has grown significantly.”
Moreover, Samaka School Created to bridge the gap between outdated academic curricula and current market demands, the school is taught by industry professionals rather than theorists. Along with Animatex which serves as the biggest animation event in Egypt, this festival acts as the annual meeting point for the regional community, including students, freelancers, studios, and academics.
“If you skip the community layer, you’re constantly hiring from a shallow pool and training from scratch on every project,”
Hemeda notes regarding the importance of this integrated approach.
The State of MENA Animation
While the industry has made strides, Hemeda points out that audiences’ perceptions are shifting. “ People no longer automatically assume animation means children’s content. That’s real progress.” He highlighted that audiences no longer automatically equate animation solely with children’s content. However, a significant barrier remains with the lack of investment in Egyptian animated feature films.
According to Hemeda, the scarcity of local animated features is not a creative issue, but a market and investment one.
“The assumption that an Egyptian or Arab animated film won’t perform is not based on evidence. It’s based on nothing being tried,” he says.
He emphasizes the need for producers and investors who view animation as a serious medium for storytelling rather than a niche category.
Bridging Global and Local
Animatex plays a critical role in professionalizing the local scene by bringing the world to Egypt. By facilitating workshops, film screenings, and competitions with international directors and supervisors, the festival provides young animators with access they would otherwise lack.
“ Animatex brings the world to Egypt. We bring in international directors, supervisors, and filmmakers, people young animators would otherwise never have direct access to, and we create real contact between them,” Hemeda reflected.
These competitions are particularly vital, as they force teams to collaborate under pressure and perform within a real professional context.
Advice for the Next Generation
For those looking to enter the field, Hemeda offers three key pieces of advice: first, you need to be Passionate as you need to love the craft genuinely, not performatively, as animation is a demanding field that leads to burnout if pursued only for status. Also, Be Authentic, “Tell your own stories. The world doesn’t need more imitation. It needs your specific perspective, your culture, your references. The things you grew up with, your language, your folklore, your street, those are assets, not limitations. Own them.” Hemeda advises.
He encourages young animators to treat their language, folklore, and surroundings as assets rather than limitations. Finally, always share knowledge as strengthening the field requires generosity; as more animators share their knowledge, the entire industry grows stronger.
As Samaka Studio continues to Swimming Freely: Samaka Studio and Animatex Are Reshaping Egyptian Animation with its mission remains clear: to create stories that move hearts while building the infrastructure to ensure the Egyptian animation industry can sustain itself for years to come.