In this industry snapshot, Tasweer’s Co-Founder & Executive Producer Karim Abou Rizk shares how production expectations across MENA are shifting from polished perfection to agile, culturally grounded storytelling. As clients demand faster turnarounds and tighter budgets, he explores how local talent, lean teams, and digital-first workflows are changing what premium content means today.
How have client expectations around production changed in the past year, particularly with tighter timelines and budgets?
Speed and agility are now just as important as quality. Brands need content fast, without compromising on craft. Clients expect production houses to be lean, responsive and able to pivot quickly. At Tasweer, our edge lies in our local presence, flexible crew models and digital workflows that allow us to deliver premium content at unmatched turnaround speeds, especially for markets like KSA where timelines can shift overnight.
What trends are you seeing in the types of advertising content being commissioned?
Digital-first content is clearly leading the charge. We’re seeing a spike in snackable vertical videos, real-time social content, and platform-specific formats like Reels, Stories, and YouTube Shorts. While TVCs still matter, most brands are thinking mobile-first. Our work spans from fast-turnaround influencer-led content to thumb-stopping food films tailored to where audiences are actually consuming, not just what looks good on
a big screen.
With so many platforms to produce for – how do you balance high-quality craft with the need for speed
and scale?
We’re finally seeing a creative shift toward cultural nuance and local storytelling. In Saudi, clients want more than just glossy visuals, they want work that speaks their audience’s language and lifestyle. That’s where local production houses shine. At Tasweer, we’re not importing a style we’re shaping one. Whether filming a real estate walkthrough or a burger drop, we aim for cultural relevance, not generic appeal.
How important has local talent and storytelling become in production and how do you see this developing?
We start with smart planning and a lean mindset. Every shoot is built to yield a full content bank: main campaign visuals, plus cut downs, behind-the-scenes, verticals, GIFs, etc. Having a local team in Riyadh means we minimise logistics and maximise agility. We don’t treat social content as an afterthought, it’s the hero. And we know how to scale without bloating budgets or timelines.
What excites you most about the direction advertising production is taking in MENA?
The shift toward authenticity. Brands are moving away from polished perfection and toward storytelling that reflects real people, real places and real moments. That opens the door for production houses like Tasweer, deeply rooted in the region, to step up. We’re excited to see more campaigns embracing Saudi culture without stereotypes, featuring local talent, and prioritising agile formats over bloated film sets. It’s not about lowering standards, it’s about raising relevance. That’s the future we want to help shape.
By Karim Abou Rizk, Co-Founder & Executive Producer, Tasweer
