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After having his big eureka moment in 2011 with Executive Creative Director Ali Alkalthami, Alaa laid the groundwork for the creation of the short-form video industry in the region and helped shape it into what it has become today. He also recognized how strongly Telfaz11’s voice resonated with the youth of his generation. With the goal of institutionalizing Telfaz11 to position it at the forefront of this transformation, Alaa spearheaded the company’s first-ever round of funding, setting the stage for a major leap in the company’s future growth.