It’s become a tradition for BIG KAHUNA FILMS to host a preview dinner ahead of Dubai Lynx, attended by some of the industry’s main players. This year the creative production house’s founder and CEO Eddy Rizk sat down with Campaign Middle East to talk about Saudi Arabia, a new short-from content house and AI.
What productions has BIG KAHUNA FILMS been working on that you are most proud of?
We have participated in several campaigns that have marked significant events, such as the documentary on the Beirut explosion, social awareness initiatives that have significantly changed people’s perceptions. We also worked on the pre-opening campaign for the Dubai Expo 2020, a major event for the UAE. More recently, we have contributed to progress in Saudi Arabia by producing tourism campaigns for three consecutive years after the Kingdom opened its doors to tourism with the launch of Visit Saudi. Last but not least, we were involved in the main campaign for the Saudi Arabia FIFA World Cup 2034 bid.
And you have branched out into short-form video content? Tell us more about that?
It took us a while, but we had good reasons. Initially, BIG KAHUNA FILMS played a crucial role in developing Dubai’s film production industry, earning a global competitive edge. Our reputation for delivering exceptional quality has always been our strength. But being a sizable operation, engaging in small budget productions didn’t align with our strategy.
As demand for short-form video content surged, leading to the emergence of pop-up production houses, many of which operated as one-man shows, with hundreds appearing over time, we chose to wait and assess the quality of content being produced. Our goal was to enter the market with a promise of low cost but without compromising on quality. This led to the launch of VIBE Content Creators. Operating with extremely low overhead costs, VIBE benefits from the back-office support, research, and the expertise of BIG KAHUNA FILMS, all under its supervision.
So you have long form and short-form covered. What else have you been working on?
We are now exploring the potential of AI to enhance our production processes. Specifically, for VIBE, we are collaborating with a Canadian company to explore how AI can make a small team more cost and time efficient. And with the latest text-to-video technology, we are also partnering with post-production studios to discover ways to transform content while preserving its originality.
Additionally, within our event company GREENROOM we’re delving into new technologies to provide clients with innovative solutions beyond traditional approaches.
There’s so much buzz around Saudi Arabia, What are BIG KAHUNA FILMS plans there?
Saudi Arabia has been a breath of fresh air for us, not only due to the exciting projects from the region but also the overwhelming opportunities. A strategic move in our expansion is appointing Gregory Mardikian to lead our Saudi office. With a profound advertising background, Gregory brings a nuanced understanding of market dynamics and is well-equipped to lead our efforts in the country, with the aim of fostering close collaborations with agencies, businesses and government entities.
BIG KAHUNA FILMS is a loyal supporter of Dubai Lynx, what did you think of this year’s festival?
The Dubai Lynx Festival remains a premier industry gathering, offering invaluable opportunities for professionals across the industry to get together, share innovative ideas, and celebrating creativity. This year’s event was no exception. Having collaborated since 2011, BIG KAHUNA FILMS, known for hosting successful after-parties, we organise an exclusive dinner for top executives, creatives, and industry leaders, making this event the region’s most anticipated and attended networking occasion.
What work/campaigns caught your eye?
I find it remarkable how BIG TIME, a new agency from KSA, became one of the top three independent agencies of the year in just three months. This highlights how bold ideas can really stand out in a competitive industry.
