Reim El Houni wears many hats. An Executive Producer, a Media Strategist, Founder of video production company Ti22 Films, and CEO of Dubai ON Demand. Needless to say, when it comes to knowing what goes on before the famous “Lights, Camera, Action!”, Reim El Houni is that person. And with over 25 international awards under her belt, we couldn’t be more intrigued to interview Reim El Houni to learn more about what literally happens behind the scenes in media production.
It has been over 14 years since you founded Ti22 Films. How has Ti22 Films evolved since its inception?
When Ti22 Films launched, we were known for producing high-budget, high-impact brand films often for government entities and large organisations. These were hero pieces with strong messaging, and they helped us build a reputation for excellence early on.
As the landscape changed, we adapted accordingly. With the rise of social media and digital-first content, we learned how to deliver that same level of impact in more agile, cost-effective formats that resonated with online audiences.
But in recent years, we’ve doubled down on large-scale productions, the projects that reach millions. That’s where our knowledge and strategic creativity give us an edge, especially in a market where the barriers to entry are low, but the bar for excellence remains high.
How do you choose the stories or projects you want to bring to life? With 25 years of experience in the industry, is there any specific process you follow?
At Ti22 Films, we work on a mix of projects. Some we are commissioned to produce, and others we are fortunate enough to develop in-house. There are also those rare but exciting moments when we are commissioned to develop, which is the best of both worlds.
When I am in the creative driver’s seat, I begin by observing what is capturing people’s attention. I am a huge content consumer myself, and I make a point of staying in tune with both global and local trends.
Once an idea takes shape, I ask whether there is a clear audience for the concept, and more importantly, how we can bring a fresh lens to a familiar space. In my experience, the more niche the audience, the deeper the resonance, because the content speaks directly to their world.
When we are confident in a concept, I believe in testing it through a pilot. Pacing is everything. Sometimes, what works in theory does not always land as expected, and the story may need to evolve from the pilot into the first full episode. It is always better to leave the audience wanting more than risk losing their attention.
Finally, I always evaluate longevity. Is there enough depth in the idea to build consistent, meaningful content around it? If so, then it is a story worth telling.
Who’s one filmmaker you think everyone should be watching now?
I have always admired the greats Martin Scorsese, Christopher Nolan, and Aaron Sorkin, to name a few. Their influence on my understanding of storytelling, structure, and dialogue has been profound.
While those filmmakers have certainly left their mark on me, I am noticing more and more that it is not always the filmmaker, but rather certain shows that capture my attention. One recent example is The Studio on Apple TV. The way it is shot, the rawness, the minimal cuts, the humour it all felt incredibly relatable, especially to someone who works in media. The pacing and tone felt different from what we usually see, and I found that refreshing.
On the opposite end of the spectrum, the sheer scale and drama of Beast Games left a lasting impression. Knowing that it came from a YouTube creator who poured everything into bringing that level of production to life was incredibly inspiring. It is a reminder of how much the landscape is shifting and how creators from non-traditional backgrounds are redefining what is possible.
So rather than following individual filmmakers, I now find myself drawn to shows, regardless of genre, that do something different. We are entering an era where the lines between filmmaker, creator, and storyteller are blurring. It is less about one individual and more about a shift in perspective.
What are some insider tips that younger filmmakers need to know?
Learn from as many different sets, producers and directors as possible! What helped shape and mould my career was spending my first few years interning, doing work experience and being a runner on several different studio floors. That exposure to a wide range of environments showed me how differently producers and directors operate and I learned something valuable from each one.
It also means that later, when you are leading your own team, no one can question your understanding. My time training in the camera department has helped me immensely when speaking to directors or discussing equipment and timelines. My years as a runner, doing 14 to 16-hour days on my feet in the heat, gave me a deep appreciation for what crew life actually feels like. I would not trade those years for anything.
In your own terms, how do you measure success, not just financially, but creatively and culturally?
For me, success is the fact that I get to continue working in an industry I absolutely love. That alone is a privilege.
Creatively, I measure success by knowing I have given everything I can to a project. I approach each one with integrity, intention, and the standards I hold myself to. If I can stand by the final product with no excuses or justifications, then I know it has been successful in my eyes. And when that level of work also resonates with an audience, it means the formula was right.
As a long-time jury member of the New York Festivals, are there any trends you’ve noticed shaping the future of film and media production?
It is always a fascinating experience reviewing top-tier content from around the world and observing how different cultures express themselves through film and media. Over the past few years, I have noticed a growing trend toward personal stories, documentaries, and real-life narratives. There seems to be a deeper curiosity about human experience and authenticity.
As a result, I am seeing more content that prioritises honesty over perfection. These stories may not always have the highest production values, but they are resonating more deeply. Authenticity is winning.
What are your thoughts on AI entering the industry?
The way I feel about AI is the same way I have always felt about the media industry as a whole. We work in an industry that is constantly evolving and continually impacted by technology. AI is simply the next chapter in that evolution.
I see AI as both an opportunity and a wake-up call. In as little as 24 hours, creators are producing results that previously required weeks or months and budgets in the tens of thousands. That is not something to take lightly.
There is a real opportunity here to combine technology with experience. AI may help you produce content more quickly, but it is an understanding of storytelling, pacing, framing, and tone of film and television as a craft that will make that content truly great. That is where I believe we can add lasting value.
What advice would you give younger creatives looking to enter the filmmaking space?
The only way to grow in this industry is through experience and relationships. So my advice is simple: be ready to try anything. Be willing to say yes to new opportunities, even if they are outside your comfort zone. Keep building relationships, and never burn bridges.
What helped me tremendously early on was thinking outside the box and being incredibly persistent. I made sure I was the most helpful and useful person on set, which meant I kept getting called back. That mindset led to many of the opportunities I have had, which led me to where I am today.
At the same time, I cannot stress enough the importance of building and maintaining relationships. You need to stay top of mind so that when opportunities come up, you are the person they call.
Lastly, could you share any upcoming projects with us?
I am incredibly excited that the industry is finally paying more attention to creators and to the YouTube ecosystem. Back in 2014, I launched a brand called Dubai ON Demand with the aim of creating shows around niche personalities. Now in 2025, we are working with several individuals to help grow their online presence into fully fledged TV shows.
One project I am especially proud of is with Arva Ahmed, an incredibly talented woman with deep expertise in the food space. She joined one of our boot camps a year ago, and together we launched a YouTube channel called Ditch the Silver. The channel has been steadily building an audience. But the big win is that we recently received the green light from OSN to produce a 10-episode season that will air later this year. It will also stream on OSN+, which is a fantastic next step for the show!
There are several other projects in development that I am excited about as well. I continue to be very proud of DXB Today, our daily lifestyle show on Dubai One TV. It is a project I poured my heart into, and it is rewarding to see how much audiences are connecting with the content.
We also recently completed production on The Final Pitch, a business reality show that will premiere later this year. It is another ambitious project that brings together entrepreneurship, mentorship, and impact.
I remain deeply passionate about the world of TV, film, and branded content. There is so much happening, and I look forward to seeing what the rest of the year brings.
