Rouba Asmar, Founder and Executive Producer at MoreishThe Young Director Award (YDA), one of the most important fringe events at the Cannes Lions International Festival of Creativity, attracting more than 400 participants and over 900 spectators every year, is expanding its reach with a stronger presence in the Middle East.
Joining the YDA Ambassadors Advisory Board is Rouba Asmar, Founder and Executive Producer at Moreish, who will represent the region as part of YDA’s mission to champion the next generation of filmmakers worldwide.
Founded in 1998 by CFP-E (the Federation of Advertising Production Associations across Europe) under then-President François Chilot, the Young Director Award stems from the philosophy that “talent is the driving force behind great filmmaking”.
What sets YDA apart is its singular focus: debuting directors. It’s built on the idea that powerful creative voices can come from anywhere, they just need the right stage.
This is where Rouba’s new role finds deep relevance. This ambassadorship aims to be more than an exciting milestone; it’s a chance to help shift the spotlight onto the Middle East, a region rich in culture, energy and stories that deserve to be heard around the world.
“We have extraordinary stories in the Middle East, and extraordinary people ready to tell them,” Asmar said. “What we need are the right platforms, the right community, and a mindset that celebrates directorial vision not just execution. I believe YDA can help accelerate that change.”
Beyond awarding talent, YDA’s purpose is to give emerging filmmakers a platform where they can be seen and celebrated by leading industry figures from all over the world.
As it gears up for its 28th edition this June in Cannes, YDA is looking to welcome more voices from the Middle East in the future, and Asmar’s involvement is key to making that happen.
“Our mission has always been to discover and elevate emerging talent and foster new perspectives in storytelling,” says François Chilot, Founder and President of YDA. “Culture shapes the way we see the world, and that diversity is filmmaking’s greatest gift.”
In her new role, Asmar will work closely with regional film schools, cultural institutions, and creative communities to build bridges and open doors for fresh talent.
Future plans include film screenings, networking events, and initiatives designed to inspire the next generation of Middle Eastern filmmakers, and help them take their place on the global stage.
