Latest
29 Sep 2026 · 5 min read
I Don’t Create to Be Seen. I Create to See Myself. (opens on Substack)
On creating, seeing myself more clearly, and learning that effort doesn’t mean control.
Read on Substack
The Creative Knowledge Hub
Learn The Art & Architecture of Content Direction.
Learn the skills, tools and thinking behind great content: guided programs and one-to-one consultation, built on 13 years of creative direction and video production.
Programs · Launch pricing
Programs & Partnerships
Limited places, by application, with direct mentorship from Aya Saleh. Pay in full or in monthly installments.
Learn · 4-month program for women
Launch Cohort
Your Record of Becoming
A 4-Month Journey to Creative Independence
"You already know who you are. Now it’s time to document who you’re becoming."
For women building a business or brand who want to tell their own stories on video, from short-form Reels and TikToks to long-form YouTube videos and podcasts, using nothing more than their phones and the spaces they already have.
EGP 45,000
or 4 monthly installments of EGP 11,250
What's Included:
- Online, in Arabic · Starts March 2027
- 4-month guided program: Style, Voice, Create, Publish
- 4 live group sessions with Aya, one to open each chapter
- Group review sessions with creator feedback
- A dedicated one-to-one content creator
- One-to-one feedback on your videos every two weeks
Learn · 6-month podcast program
Launch rate
On Record
Your podcast partner.
"You have a voice, a point of view, and a podcast you believe in."
A six-month consultation for podcast hosts who want their show to look, sound and grow like a professional production. Led by Aya Saleh, founder of WeTell Productions.
EGP 60,000
or 6 monthly installments of EGP 10,000
What's Included:
- Month 1 · Foundation: brand strategy, positioning, guest strategy
- Months 2–3 · Production: setup, workflow, pilot episodes, guest outreach
- Month 4 · Launch: season plan, trailer, launch campaign
- Months 5–6 · Grow: clips, distribution, analytics, sponsorship
- Aya on set for 2 of your shooting days
- Monthly one-to-one strategy sessions with Aya
Direct Advisory
1:1 Creative Consultation
One hour of direct advice from Aya.
Creative consultation
EGP 3,000
60-Minute Creative Consultation
For people who need actual advice, strategy or problem solving.
What it covers:
• Content strategy & creative direction • Video feedback & campaign ideas • Production planning & AI workflow advice • Podcast strategy & creative team advice
Payment comes first. After payment, you’ll receive a link to choose a time that suits you.
Rescheduling and cancellation: You can reschedule or cancel at least 48 hours before your session for a full refund. If you cancel at least 24 hours before, half of the fee is refunded.
Writing · Substack
Record of Becoming
Aya’s essays on creating, communication and building a creative business.
4 Sep 2026 · 3 min read
I Used to Think Caring Meant Pushing. As Usual, It Wasn’t Just About Work. (opens on Substack)
Turns out, people and clients don’t always need my improved version.
27 Aug 2026 · 3 min read
Power, Silence, and the Burden of Connection (opens on Substack)
Why the people with more authority often communicate less while everyone else works harder to keep the connection alive.
14 Aug 2026 · 4 min read
Build the Asset. Before You Build the Audience. (opens on Substack)
Why digital products can create the monetization layer and podcasts can become the distribution engine that compounds your authority.
Let's Collaborate
Work With Me
Book a paid consultation, or send a project brief below.
Creative / video project
Creative direction, production, campaign content, AI video, content strategy.
Build your creative team
For companies hiring creative talent.
Consulting
For founders, marketing teams and creative professionals.
Workshops & training
Corporate or customised.
60-Minute Creative Consultation
EGP 3,000 · Paid first, then you’ll receive a link to choose your time.
Payment comes first. After payment, you’ll receive a link to choose a time that suits you.
Rescheduling and cancellation: You can reschedule or cancel at least 48 hours before your session for a full refund. If you cancel at least 24 hours before, half of the fee is refunded.