Reim you’ve built an incredible career in media, TV, and content — from founding Ti22 Films to launching your community Mission Visible. Can you share your journey and what it’s meant to live your passion every day?

I feel incredibly fortunate to have built a career doing something I love. Growing up, I was always obsessed with watching TV.  I loved consuming content. To then discover I could build a career creating it felt like a dream. My journey began in the UK, where I trained at the BBC and worked my way up in TV and production. I moved to Dubai in 2007 and was catapulted back into broadcast, eventually becoming Executive Producer and Head of Events at Dubai One. I produced, directed and wrote Dubai’s first English language TV show, Out & About, and eventually, I led a variety of lifestyle shows and produced live coverage of major national events like the opening of Burj Khalifa.

In 2011, I took a leap of faith and launched Ti22 Films to bring together everything I had learned. Since then, we’ve produced everything from mega events and documentaries to branded content and TV shows and I’m proud to say our work has been recognised with 29 international awards from Cannes & The New York Festivals.

Along the way, I have also been fortunate to work within agencies and directly with corporate clients, which gave me a deep understanding of the corporate mindset. It taught me how to marry creativity with clear objectives, how to craft compelling content while keeping business KPIs, messaging and stakeholder alignment front of mind. That balance is a sweet spot that not many creatives get to master and I believe it has been one of the key drivers of my growth.

Over time, I noticed a gap. I saw so many brilliant professionals, especially senior leaders, who were doing incredible things but remained largely invisible outside their immediate networks. That sparked the creation of Mission Visible, a platform and community to help CEOs and thought leaders grow their visibility through personal branding, video and content strategy. It is not just about being seen, it is about being seen with purpose.

During COVID, that mission expanded. I have always been a lifelong learner, but I discovered a knack for teaching and realised this was a skill everyone needed. I began training more and more CEOs and C-suite leaders on how to share their message, embrace the camera and mould their personal brands. In today’s world, with the rise of AI and the growth of social media, this is no longer optional. Visibility has become a strategic necessity.

Working closely with CEOs to express the vision of their organisations through content has also given me a unique insight into a wide range of industries. Whether it is tech, retail, energy, education, or government, I have had the privilege of helping leaders articulate what they stand for and why it matters, internally and externally.

For me, living my passion means more than just working in TV. It means constantly evolving, staying curious and using media to empower others. The fact that I love learning, in an industry that is always changing, keeps me energised. There is always something new to try, a new story to tell, and new ways to help others step into the spotlight.

As CEO of a group of video brands and Executive Producer of major projects like Expo 2020’s live TV show, how would you describe the culture and creative vision that drive your businesses?

I would describe the culture at Ti22 Films, and across our group of video brands, as one of excellence, trust and possibility.

I have been in Dubai for 18 years now and I still work with many of the people I met when I first arrived. That says a lot about how we work. I believe in building relationships, in nurturing talent and in supporting people through their growth journey. Someone did that for me back when I was at the BBC. They took a chance, trained me and changed my life. I have never forgotten that.

Today, I look around and see members of my team who started as runners and production assistants and are now senior producers. I know I played a role in their journey and that makes me incredibly proud. The same is true for several well-known TV faces on our screens today. Many of them got their first lucky break because I believed in them and gave them the opportunity to shine. That is the kind of culture I want to keep growing, one where anything is possible if someone is willing to work hard and stay committed. Whether it's behind the camera or in front of it, I will do everything I can to support them.

Creatively, my priority has always been the audience. That is the golden rule. My team knows that if they pitch a story or propose an idea, my first question will be: “Why would I care?” Because if we cannot answer that, it does not make it to air. Relevance, relatability, and resonance are non-negotiable. We are not just here to fill airtime, we are here to earn people’s attention. That is the standard.

At the same time, I am deeply passionate about shining a spotlight on the credible expert, the hidden gem, the unsung hero who has not had the opportunity to be seen. That is a personal mission. I believe we are no longer living in the era I grew up in, where fame, attention and opportunity were reserved for celebrities or the wealthy. Today, everyone deserves the spotlight. Everyone has the ability to grab it. I want to help the right people step into that light and to make sure they do it with confidence, clarity, and purpose.

As a CEO, I remain very hands-on. I still Executive Produce many of our major projects because I believe in leading from the front. But I also empower my team to lead and I am proud of the culture we have built, one that is ambitious but human, driven but grounded.

We also cultivate a strong learning culture. I am a lifelong learner and I encourage that across the board.  Finally, we build everything on a foundation of positivity. Our industry is demanding. It comes with pressure, long hours and unexpected changes. So it matters to me that we create an environment people actually enjoy working in. 

This same culture carries through into the trainings and workshops we deliver. Whether we are working with CEOs, marketing teams or entrepreneurs, we bring the same energy, structure and belief in people’s potential. I have seen individuals transform in front of my eyes, gaining confidence, mastering on-camera presence and unlocking a completely new level of opportunity as a result. It is not just about media skills. It is about self-belief, visibility and showing up as the best version of yourself. That is what makes the work truly meaningful for me.

Working with corporates, broadcasters, and thought leaders, how easy is it for you to access and collaborate with decision-makers — and what role does video play in influencing those conversations?

After nearly two decades in this market, I have built a strong reputation and deep relationships, so I am fortunate that I can often access decision-makers directly. But access is only one part of the equation. What matters just as much is trust. And trust is built over time, by consistently delivering quality, by truly listening and by understanding the goals and pressure points of the people in the room.

That said, working with senior decision-makers, especially CEOs, can come with its own set of challenges. Many of the CEOs I work with are highly accomplished but have not grown up with social media and they have long relied on large marketing or communications teams to represent them publicly. So initially, they may not see the value in becoming more visible themselves. There is often a mindset shift required. Some believe visibility will take too much time or that it is not an effective use of their energy at that level.

But once I show them how many of the world’s most respected CEOs are actively investing in their personal brand and leveraging video as a strategic tool, and how that visibility directly impacts their company’s bottom line, I start to see things shift. In fact, I often say that the larger the CEO and the larger the business, the more groundwork is needed upfront to break through limiting beliefs before any form of training or content strategy can take shape.

What is fascinating, though, is that once these leaders do step into the arena, they often gain traction the fastest. Their wealth of experience and credibility means they already have a captive audience of stakeholders, partners, team members, who are eager to hear from them. They just needed to believe that they could do it and that it mattered.

Because I’ve worked with corporates, broadcasters and governments, I speak the language of each. I understand how to align content with KPIs and business objectives, but I also understand audience behaviour, platform dynamics and what makes a story land. That intersection is where I find real influence happens.

Video plays a critical role in these conversations. It is no longer a “nice-to-have” add-on. It is often the most powerful tool in the room. Whether it is helping a CEO articulate their vision, building culture from the inside out, or amplifying a brand’s message externally, video shapes perception, builds trust and drives engagement in ways that static communication rarely can.  Today, CEOs have to be the face. In fact, 66% of people are more likely to do business with a company if they have seen a video of the CEO. So with that in mind, it's about time everyone became more visible. Because if you're not visible, you're invisible.

Looking ahead, what do you see as the biggest challenges and opportunities for the media and content industry in the next five years, especially in the Middle East?

One of the biggest challenges we face is content saturation. With the rapid growth of AI, automation and easy-to-use production tools, we are seeing more content than ever being produced. But the irony is that much of it is starting to look and feel the same. That is where personal brand, authenticity and individuality become even more important.

We are now in a world where people follow and learn from leaders like Richard Branson or Gary Vaynerchuk on their phones. The content that cuts through is no longer about polish, it is about presence. It is about being real, relatable and intentional with your message. If anything, AI has placed even more value on human connection and the power of showing up as yourself.

In the Middle East, I believe we are entering a golden window of opportunity. This is a region filled with untold stories, underrepresented voices and local formats waiting to be scaled. But we need to stop waiting for outside validation. That applies to platforms, broadcasters, brands and individuals.

I am especially excited by the growth of the creator economy and by how much more respect is being given to those who can prove they have formats that engage real audiences. A perfect example is a woman named Arva Ahmed, who came into one of my boot camps just over a year ago. She had no previous TV experience, but discovered a real passion for being on camera. We worked together to launch a YouTube channel, Ditch the Silver, focused on celebrating hidden food gems around the UAE. The channel grew steadily, began to attract sponsors and is now featured on Emirates in-flight entertainment. I pitched the concept to OSN and we are currently producing a 10-episode run that will air on OSN and OSN+ later this year.

That entire journey from no media background to streaming on major platforms happened in just 12 months. That is what excites me about the future: the ability to identify potential, nurture it, build an audience and turn it into something with real market value and creative impact.  So while the tools will keep evolving, the opportunity is in staying human. 

With your work at Ti22 Films, Dubai ON demand, and the DIY Video Academy, what skills and competencies do you believe professionals must develop to thrive in the evolving world of video, content creation, and personal branding?

The first skill is confidence. You can have the best content, the best camera and the best strategy, but if you are not confident enough to show up, none of it matters. Confidence comes with clarity, and clarity comes from doing the work. I always say visibility is a muscle, and like any muscle, it needs training and consistency.

The second is storytelling. That does not mean becoming a professional speaker. It means understanding what your audience needs to hear and sharing your message with structure, emotion and purpose. You need to be able to articulate not just what you do, but why it matters.

The third is adaptability. Platforms are evolving. AI is changing how content is created and consumed. You do not need to be everywhere, but you do need to stay aware. Understand where your audience is spending time and how to meet them there with valuable content.

I would also add something many overlook. You need to develop the mindset. Content creation is not about instant validation. People often consume your content quietly. They are watching, learning, observing and when they are ready, they respond. That is why consistency, willpower and staying power are essential. You need to trust the process and know that if your content is thoughtful, educational and aligned with your expertise, it will eventually land with the right people.

Finally, personal branding is no longer optional. Whether you are a CEO, department head or entrepreneur, people do business with people. You must be intentional about how you show up. Your online presence should reflect your offline credibility. If you are not visible, you are invisible.

For organisations, there needs to be an understanding that visibility is a business tool. When leaders communicate clearly and confidently, whether on camera, in a town hall or in internal video messages, it builds trust, clarity and alignment. I have seen visibility training improve culture, unlock team performance and help leaders connect with their people in ways they never imagined.

It is not just about being seen externally. It is about being understood internally and that is where real influence begins.

https://www.linkedin.com/in/reimelhouni/

Reim@ti22films.com