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Brand documentary production in Dubai
WHAT IF Creative Studio makes brand documentaries with real people, in real places, with nothing invented. Founders, employees and customers speak in their own words. We work with agencies and brands across the UAE, Saudi Arabia and beyond, from research and access to the final cut.
NAQUA – Of Water and Will
A 22-minute documentary, a 12-minute cut and a teaser on NAQUA’s Red Sea aquaculture operation. 19M+ YouTube views, and 93.3% of viewers watched to the end.
It’s Possible – VICE x The Emirates
Seven episodes and 22 portraits for the UAE Government Media Office and VICE. 41.1M views and the Grand Prix at Dubai Lynx 2022.
Sports for All – Movement is the Start
A 25-minute film across Saudi Arabia, plus six cut-downs that drew 982K views. Directed by Moe Najati for Webedia Group.
What a brand documentary is
Not a commercial. A film the brand is proud to put its name to.
- 01Real peopleFounders, leaders, employees and customers speak for themselves, in their own words.
- 02Real eventsLaunches, sites, field work and milestones, filmed as they happen and never recreated.
- 03Nothing inventedNo actors and no scripted claims. That is why audiences believe it.
Five briefs with a film in them
One shoot with real people and real places feeds the hero film, trailers, 15 to 60-second cut-downs, verticals, stills, and Arabic and English versions.
- 01A launch or a milestoneA new product, site, route or anniversary, filmed as it happens.
- 02A claim that needs proofSustainability, quality or made here. Show it instead of saying it.
- 03A new leader or strategyLet the CEO explain the why in their own voice.
- 04Talent and investorsRecruitment, investor days and partner summits. People join people.
- 05Purpose and communityFoundations, national programmes and CSR. Real lives, really changed.
Stories told with care
For governments and foundations, and for brands that want proof instead of claims.
Hope Makers – Mirwais Azizi
A father’s story for the Mohammed bin Rashid Al Maktoum Global Initiatives, screened at the Hope Makers ceremony. Directed by Nagham Abboud.
Peugeot – Hot Weather Test
A real engineering test through a GCC summer, filmed as documentary at up to 54°C. No set and no actors. Directed by Ahmed Adil Noor.
How we work
- 01DiscoverResearch, story and real-people casting.
- 02AccessTrust, releases, permits and travel.
- 03FilmObservational scenes, interviews and aerials, with small crews.
- 04ShapeEdit, grade and sound, in Arabic and English.
- 05MultiplyHero film, shorts, verticals and trailers from one shoot.
Recognised by the industry
- Cannes Corporate Media & TV Awards — 2 Gold Dolphins, 2 Silver Dolphins
- Dubai Lynx — Grand Prix and Bronze, It's Possible
- Effie MENA — Silver, HSBC Sleepshopper
- Promax Asia — Gold, Best Direction, Million's Poet
- Webby Awards — Honoree
FAQ
Will people watch a 20-minute film?
They do when it’s real. 93.3% of NAQUA’s viewers watched the film to the end, and the 12-minute English cut has 9.2M views.
Isn’t a documentary expensive?
One shoot gives you the hero film and every cut-down. And a documentary keeps working for years, not for one media flight.
How do we stay in control when filming real people?
You approve the treatment, the interview plan and every cut. Every contributor signs a release, and parents or guardians sign for minors.
How do we measure a documentary?
Completion rate, views, earned press and awards, not just reach.
Where will a brand documentary run?
YouTube, streamers and broadcasters, events and screenings, and investor and internal use.
Do you work with agencies?
Yes. On agency projects the client is yours: we never approach or pitch your client directly, and feedback and approvals run through you. We also work directly with brands, broadcasters and governments.
Have a brief?
