Production house Artology’s founder and executive director Alaa Al Akawi shares a snapshot of the growing opportunities and challenges in the production industry, from the surge in demand for video-based content to the influx of new content creators.
With governments and brands leaning heavily into video-based content, have more opportunities for work been created?
Absolutely. The surge in video-based content has created significant opportunities in our industry. With more than 75 per cent of our clients being government or semi-governmental and a growing number of international brands seeking more creatively challenging work, we’ve been able to leverage our expertise in film production, animation and VFX to meet diverse needs. The shift towards video as a powerful storytelling tool has energised our team, especially in events where the creative use of digital screens and canvases inspires us to push boundaries and deliver impactful, engaging content that truly resonates with audiences.
What are production houses focusing on to stand above the rest in a competitive market?
I can’t speak for the whole industry, but here’s our recipe to stand out in an increasingly competitive market: we’re laser-focused on delivering exceptional creativity, specialisation, and versatility. As early adopters of AI, we’ve executed multiple projects for clients like DET and ADIB. We’re actively experimenting with AI tools and building a library of culturally relevant models—since most platforms lack the ability to generate culturally sensitive characters. Our goal is to ensure every team member becomes an AI prompt engineer, pushing the boundaries of what’s possible.
What are the main challenges that need to be addressed in the production industry?
One of the main challenges in our industry is the influx of new content creators, enabled by the widespread availability of advanced technologies. This democratises content production, bringing fresh perspectives and vitality to the field. However, it also compels established production houses to continuously innovate and elevate their offerings to stand out.
Embracing change and integrating new technologies are essential for maintaining relevance and leadership in the industry. For seasoned filmmakers, adapting to this dynamic environment is crucial to harnessing the creativity of a new generation while upholding the high standards that define professional content.
Has it become harder for production houses in the region to ensure long-term sustainability amidst an increasing focus on project-based work?
Long-term sustainability can indeed be challenging in a project-based industry, especially if we stick to the traditional “production house” operational model. That’s why at Artology we had to innovate and operate differently, making Artology a one-stop shop for high-end content creation. Continual innovation and adding value to clients are key to avoiding obsolescence.
By introducing new services that extend beyond basic production—such as expanding our animation capabilities, VFX, and advanced event content—we not only ensure our relevance but also invigorate the industry. Our operational and organisational structure, which blends traditional agency approaches with flexible project management, allows us to effectively balance retainer-based and project-based clients, maintaining stability in a dynamic market environment.
