After three years of course of theatre in Paris (1987–1990). Ayouch started his career as a scriptwriter and director with the advertising agency Euro-RSCG. In 1992, he directed Les Pierres bleues du désert, a first short film with Jamel Debbouze which tells the history of a convinced young man that there are large blue stones in the desert. Since then he directed two short films, Hertzienne Connexion (1993) and Vendeur de silence (1994) for which he received international recognition.
Ayouch is set to produce the French-Moroccan thriller film Mirages.
His 2012 film God"s Horses competed in the Un Certain Regard section at the 2012 Cannes Film Festival.