Creative direction
Finds the governing idea and how the campaign thinks.
Human taste. Machine possibility.
Every idea deserves an intelligence of its own.
We make films. And build campaigns that keep making new ones.
Human and machine, creating together. For brands and agencies with more to say than one film can hold.
HUMA lives in Jeddah, Saudi Arabia. It works across the Middle East—or anywhere else on Earth.
01 / An introduction
Right.
HUMA.
Everyone asks what HUMA is.
We tried to explain it neatly.
It lasted sixty seconds. Twice.
02 / The short answer
A full production company, living in code.
One campaign.
One factory.
A factory is a creative and production system built around your campaign: its idea, audience, voice, characters and visual world.
We bring the right crew together—human, coded or both—to develop new films without rebuilding the whole process each time.
New stories. Still unmistakably yours.03 / Somewhere in the middle.
Is it AI? Is it film? Is it a factory?
Yes. No. Sort of.
Humans bring taste, instinct, feeling and responsibility. Machines bring speed, range and patience.
Yes, we use AI. In the films. In the process. In this website. It is part of the team.
Together, they make what neither could make alone.
That middle is HUMA.
HUMA
هُماThe two of them.
04 / How a factory gets built
Neither gets there alone.
We start with an idea. Human and machine take it somewhere neither would reach alone.
We write, generate, question and try again. Together, we find the campaign's voice, world and way of telling stories.
Then we build those choices into a factory.
The next film starts with what we have learned—not a blank page.Bigger ideas.
05 / What lives inside a factory
A coded crew, built by a human one.
A factory does not replace a production company.
It is a production company designed by one.Writing
Human and coded writers develop the campaign's voice, humour, characters and scripts. Our team reviews the work before it leaves.
Art direction
Defines the world, palette and texture—and what does not belong.
Casting
Defines who belongs here: age, background, behaviour, region and contradiction.
Wardrobe
Defines what each character wears, why they wear it—and what they would never choose.
Cinematography
Defines how the factory sees—and what it ignores.
Directors, writers, art directors, wardrobe stylists and DOPs bring their craft. We build it into the workflow, explore with the machine and keep developing the work together.
Our team remains responsible for what leaves the studio.FACTORY 01
HUMA explains HUMA.
One theme in. A campaign comes out.
Campaign brief
How far can one photograph travel?
Ziad Sarrouh is the human who started HUMA—and the subject of this campaign. We photographed him once in our Jeddah studio. Everything else—his performances, speech and every world around him—was generated.
One photograph. Many films.Ziad stays recognisable. Everything else changes.
HUMA explains the process by using the process.Campaign idea
One idea.
More stories.
Keep the thought and change the world—or keep the world and change the thought.
Different every time. Clearly one campaign.InputA theme or message
→Inside the factoryOne directing DNA
→OutputA complete film
→ScaleNew films. Shared identity.
Not attempts at one film. Episodes from one campaign factory.
FACTORY 02
Ana Hakiki.
“I am real.”
Campaign aim
Make us care about someone we know does not exist.
These people are generated. They disagree.
Each has an argument for being real—and a very personal way of making it.
We do not believe them. We begin to care about them.Everything was generated. Except the feeling.The factory
One description in.
One life comes out.
A fisherman in Jeddah becomes a history, region, belief, contradiction, voice and world. One campaign factory builds the production around him.
InputOne small description
→Inside the factoryHistory, belief, voice and direction
→OutputOne portrait + one emotional film
→ScaleNew characters. One campaign.
Inside the Ana Hakiki factory
New person. New argument.
Same existential problem.
A grandmother in Qassim and a barista in Riyadh should not sound alike. Each needs a history, a situation and a reason to believe they are real.
We built a creative workflow for that job. It develops the character, argument, local speech and film within the campaign's rules. Our team reviews the result.
The premise stays. The people—and their very convincing problems—keep changing.Lock the DNA.
Open the world.
If we can imagine them, they can exist.
FACTORY 03
Darna.
Made for appetite.
Campaign idea
Make them hungry.
Darna is a fictional chicken brand. These films are our appetite test.
Food styling, light, lenses, movement and rhythm. We build the treatment into the workflow, then give each dish its own film.
Built for appetite. Not instruction.InputA recipe + product
→Inside the factoryFood styling. Light. Direction.
→OutputA vertical appetite film
→ScaleYour frequency. Not production’s.
Appetite films
Build the campaign.
Keep creating.
New dishes. New films. The same brand DNA.
PRODUCTION
The brief decides what should be real.
The idea comes first. The method follows.
HUMA does not generate everything.
HUMA makes the idea work.
Real people can enter generated worlds. Photographed locations can anchor films never shot there. Some things should never be invented.
TalentCaptured
or created.
or created.
LocationsPhotographed, reconstructed
or imagined.
or imagined.
DepartmentsHuman, coded
or hybrid.
or hybrid.
The brief decides.
Our work.
Different briefs.
Same appetite for the impossible.
Westfield Jeddah
Client: Cenomi Centers
Episode 3: Entertainment · Jeddah, Saudi Arabia
THIS IS THE POWER OF HUMA
A campaign.
Not a collection.
New stories, products and occasions. A recognisable voice and world running through them.
The work we put into the first film becomes a foundation for what follows.
There was before HUMA.Now there is after HUMA.
WHAT HUMA MAKES POSSIBLE
For brands
Your world, without drift.
Give your brand an ongoing life in film. New stories for what you need to say next, built around a world people recognise.
For agencies
More good ideas get made.
Bring the idea. Keep the relationship. We work alongside your team to develop it into one film—or a series with somewhere to go.
For always-on content
Your calendar keeps moving. So should the films.
A launch. A season. Something worth saying on a Tuesday. We build around the campaign so every film does not need a fresh start.
For every market
Relevant everywhere.
Generic nowhere.
Local enough to belong. Flexible enough to travel.
For the impossible brief
Keep the idea at full size.
Bring us the brief before production makes it smaller.
Keep the ambition. Keep the scale.How it starts
Tell us what you are trying to communicate. We will look at the possibilities together.
Start with one film, or plan an ongoing series. For regular work, we agree a monthly production scope around your needs.
Right.
Your turn.
What would you make if you did not have to start from scratch every time?
Bring a brief. Or a question. We can start there.
Human and machine.
The two of them—causing trouble.
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