BRAND CAMPAIGNS & CINEMA

Cultural Presence in Global Brands & International Film

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As one of the first Arab women artists commissioned by global brands in music, fashion, and streetwear, Bosaina helped shape the early aesthetic of cultural crossover in the MENA region—long before the influencer economy became institutionalized.

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From print campaigns with Nike and digital partnerships with Puma and Adidas, to high-profile activations with YSL Beauty, Lancôme Idôle, and Armani Exchange x NTS, her presence bridged the worlds of fashion, music, and media influence—positioning her as both muse and architect of modern Arab visibility.

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Whether appearing in campaigns, DJing branded events, or speaking on industry panels, Bosaina occupied a space at the intersection of style, strategy, and sound—translating cultural relevance into a visual and symbolic language that resonated across music, fashion, and tech platforms.

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From Boiler Room (as the first Egyptian DJ to perform in Cairo’s edition) to editorial features and streetwear launches, her visibility wasn’t just a byproduct of aesthetic alignment—it was a deliberate form of authorship.

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Film Appearances & Political Screen Legacy

Bosaina’s screen work reflects the same hybridity and cultural authorship that defines her music. Her screen debut came in Marco Wilms’ documentary Art War, where she appeared as a central protagonist—artist, activist, and sound-maker in post-revolutionary Cairo. Her music with Wetrobots was featured throughout, scoring a narrative of resistance and transformation. The film toured widely across Europe’s cultural and festival circuits, becoming a seminal record of the Arab Spring’s creative aftermath.

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In 2013, she was cast in the lead female role in The United—Walt Disney’s first Arabic-language live-action feature (distributed by Touchstone Pictures), an ambitious attempt to merge East-West narratives through football, youth culture, and intercultural production. 

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A decade later, in 2023, Bosaina appeared in Harley, a blockbuster Egyptian feature starring Mohamed Ramadan. Her supporting role marked a formal entry into mainstream Egyptian cinema, signaling a new chapter in her career as a cross-medium artist whose influence spans the underground, screen, and sound.