Tres Content's managing partner Noor Dagher on producing content that stands out

In the five years since Très Content's inception, the Dubai-based creative digital content production company has made a name for itself globally. Having won the prestigious London International Awards for Regional Production House of the Year in the Middle East and North Africa, Très Content is setting its sights on further developing its renowned content production.

Their work includes everything from social media production and content creation, to photoshoots, web-series, docu-series, and editorials, fashion films, branded content, music and corporate videos, and more. Operating across The UAE, Saudi Arabia, and the MENA region broadly, Très Content's managing partner Noor Dagher tells Screen Global Production what makes them stand out from the crowd.

What is Très Content's ethos and mission statement?

At Très Content, we believe that fresh ideas deserve flawless execution. We champion young and rising talent, the new wave of thinkers, creators, and doers shaping what content looks and feels like today. Our mission is to give them the space, trust, and production muscle to bring bold concepts to life, no matter the scale.

We're all about crafting quality content without compromise, even when budgets are tight. Because to us, creativity isn't defined by how much you spend, but by how deeply an idea connects. Every project, big or small, gets our full attention, energy, and craft.

How does Très Content work with incoming clients and productions?

Every collaboration starts with connection. We don't just take on projects, we build relationships.

At Très Content, we like to get to know our clients: what excites them, what their brand stands for, and what kind of story they want to tell. From there, everything we do is tailored — creative direction, production flow, even the tone of the final cut.

Teamwork is our core. We believe the best ideas come from open conversations and collective creativity. Our process is collaborative, flexible, and always evolving because every client, like every idea, is different.

We're not just here to deliver a video or a campaign; we're here to create something that feels authentic, fresh, and truly theirs.

Have there been any recent developments in Dubai in terms of studios, financial incentives, and infrastructure, and what are the benefits of those changes for incoming productions?

Dubai is constantly evolving, and that evolution extends beautifully into the creative and production scene. The city keeps attracting incredible talent from all over the world: filmmakers, editors, designers, and creators who bring their own cultural flavor into the mix.

It's become a self-sufficient ecosystem where you can find everything you need for a top-tier production, from cutting-edge studios and equipment to skilled crews and post-production facilities.

For us at Très Content, that's a huge advantage. It allows us to deliver quality work without always having to rely on external resources or inflated budgets.

The infrastructure here supports creativity, it gives young, emerging talent a real playground to create, experiment, and collaborate. And we're grateful to be part of that movement that keeps pushing Dubai's creative industry forward.

How does Très Content stand apart from local competition?

What sets Très Content apart is our access, both creatively and geographically. We work with an incredible network of regional and international talent, from directors and DOPs to stylists and editors, allowing us to shape each project with the right mix of voices and vision. Our in-house team is just as diverse, young, passionate, and plugged into what's fresh and relevant right now.

But beyond talent, it's about attitude. Whether it's a massive campaign or a small social shoot, every job gets the same care, creativity, and attention to detail. We treat each project as an opportunity to create something memorable because that's how great work happens, and that's what keeps clients coming back.

What is the difference between the different types of productions Très Content works on?

Each format comes with its own rhythm and we love that. When it comes to unscripted TV, we give young talent the freedom to explore, experiment, and let real moments shine. It's where authenticity leads the way, and creativity has room to breathe.

On the commercial side, the process is more structured, it's about precision, collaboration with agencies, and staying aligned with brand systems and guidelines.

But even within that framework, we always look for ways to bring something fresh and human into the work. That balance between creative freedom and production discipline is what keeps Très Content's output dynamic. We adapt to the project without ever losing our voice.

What should international producers know about filming in Dubai?

Dubai is built for production. You can shoot here all year round, with endless options from golden deserts and futuristic skylines to beaches, beach clubs, and modern urban settings. The city brings together top-tier regional and international talent both in front of and behind the camera, which makes building a crew or cast effortless.

It's also surprisingly flexible and cost-efficient compared to many Western markets. Permits move fast, logistics are smooth, and the city's infrastructure supports everything from large-scale commercials to indie-style shoots. In short, Dubai gives you quality, diversity, and speed all in one place.

What major international projects or collaborations did you work on last year?

Last year, we produced a major Coca-Cola campaign shot right here in Dubai, created for four different markets across the region.

It was an exciting collaboration that brought together a multicultural crew and featured a top-tier photographer from Argentina, known for his strong visual storytelling and cinematic style. The project perfectly reflects what Très Content stands for, bridging global talent with regional insight, and producing world-class work right from the heart of Dubai.