In this episode of Below the Fold, we sit down with Reim El Houni, award-winning producer, media strategist, and CEO of Ti22 Films and Dubai ON Demand to unpack the real mechanics of modern content creation. Reim has spent over 20 years shaping the region’s media landscape. From producing for major broadcasters to building a creator-first production ecosystem in Dubai, she’s seen the full evolution of how brands and creators can work smarter, not louder. In this conversation, she breaks down everything from on-camera confidence to production workflows, storytelling, and what brands misunderstand most about video content today.
• Why great content isn’t about perfection it’s about clarity and consistency
• How creators can build confidence and improve their on-camera presence
• What brands must understand about video in 2025
• Why “done is better than perfect” is the creator’s biggest advantage
• The content formats that actually convert in today’s attention economy
• The future of creator-led production in the region
If you’re a creator, marketer, or brand leader trying to master video, this episode is a masterclass from one of Dubai’s top media minds.