Chaza Said, Founding Partner & Executive Producer, Toast Films.In this industry snapshot, Toast Films’ Chaza Said shares her take on the challenges and opportunities production houses face in the region and makes what lies ahead for the industry.
What are the biggest challenges facing production houses in the region today and how are you addressing them?
Personally, I think we face the challenge of balancing a brand’s marketing goals with the need to deliver creatively ambitious, high-quality work. With tighter budgets and compressed timelines, it’s about finding smart, efficient ways to bring ideas to life without compromising on production value. At Toast, we tackle this by starting every project with open conversations about the brand’s vision and then leaning on our diverse network of directors and collaborators to turn those ideas into work that truly stands out.
What trends are you seeing in the types of advertising content being commissioned – is it still TVCs leading the way, or has digital-first content taken the spotlight?
Digital-first is definitely leading the way – it’s been the case for years, and the shift has been anything but subtle. Today, we produce content not just for brands, but for audiences too, making it essential to understand what resonates (hello Gen Z). The medium may have changed, but quality doesn’t have to. Digital content can still be cinematic and narrative-driven – and that will always connect with audiences !
What production technology hardware or software are you currently most excited about?
I know it’s probably the least original answer out there right now, but I must say it’s AI. It’s kind of wild to admit, because just a couple of years ago, I was very opposed to the idea of using AI in production. I was worried it might dampen creativity or take away from the human element that makes our work special. And to be honest, that concern hasn’t totally gone away – I think a lot of creatives still feel that way.
But the more I’ve experimented with AI on recent bids, the more I’ve started to see its potential as a tool that can support and elevate original creative work, rather than replace it. There’s still a long way to go in terms of understanding it fully and putting the right boundaries in place, but once that happens, I think we’ll find a healthy balance where the human touch leads and AI enhances.
What is your outlook for the industry in the next year or two?
I think the industry’s headed in a really exciting direction. The quality and production value of content coming out of the region have come a long way – especially impressive considering how teams are navigating tighter budgets. A few years ago, there might’ve been this perception that content produced abroad was inherently superior, but I really feel like that perception has shifted. We’re seeing work from the region now that holds its own on a global level. On top of that, the wave of feature film productions coming to the UAE is equipping our local crew with invaluable experience that they’re bringing back into the commercial space. Good stuff!
By Chaza Said, Founding Partner & Executive Producer, Toast Films.
