Dr. Mervat abou oaf
Word from the Dean
Welcome to ESLSCA School of New Media and Communication
Dear Students and Future Creators,
Welcome to the School of Visual Arts & Creativity Management (VACM) at ESLSCA University — your new space for imagination, growth, and limitless possibilities.
After thirty years of teaching, mentoring, and leading academic programs at the American University in Cairo and beyond, I joined ESLSCA with a firm conviction that Egypt deserves a top-tier creative and educational institution where young minds are inspired to question, innovate, experiment, create, and lead. Today, VACM embodies that vision by integrating cinematic studies, new media, and communication within a dynamic, student-focused, future-driven academic and professional ecosystem.
The creative industries are lively, complex, and constantly evolving. Whether you're into filmmaking, journalism, media entrepreneurship, digital storytelling, or any other creative pursuit, our goal is to ensure you're fully prepared to step into your chosen field confidently. You will gain not only academic knowledge and theoretical insights, but also practical experience, industry exposure, ethical principles, and the professional mindset needed to add value wherever you go.
My belief in you is steadfast. I am deeply dedicated to fostering a learning community that values knowledge, encourages curiosity, and recognizes that learning is a lifelong journey that extends beyond a degree. Here, you're encouraged to master craft and technique to discover who you are as thinkers, reporters, storytellers, and professionals.
At VACM, you are part of a community — one that supports, celebrates, and learns from each other. Together, we will build bridges between academia and industry, Egypt and the world, ambition and achievement. Working alongside our university leadership, expert faculty, committed staff, and proactive industry partners, you will bridge classroom learning with real-world experience on a challenging and rewarding journey that promotes culture, creativity, and the future of Egypt’s creative industries.
I am honored to be part of your journey, and I am excited for the stories you will tell,
the ideas you will bring to life, and the change you will inspire.
With pride and faith,
Dr. Mervat Abou Oaf
Dean, School of Visual Arts & Creativity Management (VACM)
ESLSCA University – Egypt
Our vision is to position Egypt as a leading regional and global hub for excellence in undergraduate and graduate education in cinema, media, and theater.
We aspire to:
• Establish Egypt as a hub of excellence in cinema, media,
and theatre education.
• Highlight innovation and advanced technologies.
• Promote experiential learning and applied research.
• Uphold ethical and legislative values in creative industries.
Our mission is to educate and train students to become highly skilled professionals capable of working effectively within the changing landscapes of cinema, media, and creative industries. We are dedicated to advancing artistic practice, applied research, and professional innovation that enable our graduates to contribute meaningfully in diverse global settings.
Serving societal needs by focusing on creative, cultural, and media issues of relevance to Egypt and beyond.
Fostering a diverse, respectful learning environment where all voices are valued.
Upholding truth, fairness, and accountability in academic and creative work.
Embracing technology and critical thinking to respond to evolving creative landscapes.
Building strong networks with academia, industry, and cultural institutions locally and internationally.
