SCENE, the First-Mover 60-Second Drama Platform Rewriting the Script for Arab Storytelling

Driven by a lifelong love for drama and production, and surrounded by a team of talented creatives, he launched SCENE: a bold platform with a mission to empower the next generation of regional artists. Against a backdrop of industry challenges, SCENE isn’t just a brand—it’s a commitment to local voices and authentic narratives.

SCENE isn’t calling itself a streaming app—it’s calling itself “a movement.” That’s a bold claim. Can you elaborate?

Absolutely. Scene isn’t just about watching, it’s about rethinking how we experience stories. We’re creating a platform where micro-drama becomes a cultural ritual. It’s a movement because it shifts how stories are told, who tells them, and how quickly they can travel.

We’re giving creators new creative tools, and audiences new narrative rhythms that reflect how we live now—fast, fragmented, emotional.

In a world addicted to 10-hour seasons and endless scrolls, SCENE bets on stories told in a single minute. What makes you confident viewers will come back for more?

Because time is money—and we respect our audience’s time. One-minute episodes meet people where they are: in transit, on breaks, between meetings. But we hook them with serialized storytelling that’s emotionally addictive. The binge still exists—it’s just faster, sharper, and easier to fit into daily life. We believe in “snackable content.”

“Brevity, done right, is depth. When you only have 60 seconds, every frame must earn its place. We’re not replacing long-form storytelling—we’re offering a new dimension of it."

Short-form drama isn’t new, but 50 one-minute episodes per series is a first for the Arab world. Why this format?

The 50-episode arc allows for real character development—but in micro. It forces creators to be lean, purposeful, and emotionally efficient. It’s not about cutting corners—it’s about cutting the fluff. The format demands clarity, tension, and visual storytelling. In many ways, it’s harder—but the impact is instant.

You’ve compressed the binge into a blink. In a content-saturated world, is brevity the new depth?

Brevity, done right, is depth. When you only have 60 seconds, every frame must earn its place. We’re not replacing long-form storytelling—we’re offering a new dimension of it. Our creators are proving that you don’t need time to go deep—you need precision.

One scene can linger longer than an entire episode of something forgettable.

How do you balance production values, narrative arcs, and engagement in 60 seconds?

By treating each second like gold. We design our stories visually. Dialogue supports the image, not the other way around. We also work with creators to think episodically: every minute should end with a hook.

In terms of production, we’re not compromising—we’re optimizing. Think cinematic TikToks with narrative backbone.We treat each minute like its own short film—cinematography, writing, performance, everything matters. It’s not about racing through a plot; it’s about layering a full experience in microdoses.

Short-form content is hot—but monetizing it isn’t easy. What’s your business model?

We’re a hybrid model: A freemium app that is free to download and use, but offers additional features, for a fee. We will also offer co-ownership models, and rev-share options. We want our creators to build careers, not just content.

While SCENE currently operates as a content-driven platform, our long-term vision is to evolve into a tech application. This transition will enable us to offer a more dynamic, interactive, and personalized user experience.

There’s no real Arab equivalent of TikTok-meets-Netflix—for drama. Why hasn’t anyone done this? Why you?

Timing, tech, and trust. The infrastructure and audience now exist, but no one’s connected them with the right format and vision. Our edge? We understand the Arab viewer and the new creator economy.

SCENE feels tailor-made for Gen Z. Is that your primary target?

Gen Z is definitely the early adopter. They’re mobile-first, attention-savvy, and emotionally tuned. But we’re also seeing strong interest from millennials and even older series lovers. Retention will come from personalization, community-building, and consistently surprising content. We’re not chasing virality, we’re cultivating loyalty.

Can you tell us more about the creators you’re working with?

We’re collaborating with award-winning directors and script writers as well as young storytellers, and screenwriters who’ve never published before. We’re betting on balancing between new voices who reflect the region’s complexity with authenticity and flair and the experienced giants of the drama industry.

In fact our Board comprises experts from diverse sectors of the production and media industry, beginning with Anwar Al Sabbah One of the most renowned producers in the Arab region, known for creating some of the region's most successful and widely watched series. Bassem Christo the renowned innovative director in the Arab world, Joumana Bou Eid the prominent media figure and producer, Randa Al Alam the pioneering director behind the first-ever on-demand Arabic series, Elie Rizk a leading producer in the media industry. Nizar Gerges the Co-Founder of Rubicom Agency and a pioneer in the User Generated Content. 

Why should users—and creators—come to SCENE instead of TikTok or Netflix? 

TikTok is spontaneous. Netflix is long-form. Scene is intentional short-form drama with cinematic quality. 

“We’re an opportunity for brands that want a new indirect marketing tool via storytelling. From fashion to fintech to FMCGs, we craft narrative moments that include the brands yet feel organic. We call it “story-first placement.”

SCENE emphasizes seamless brand integration. What brands are the right fit—and how do you make it work? And do you already have any early adopters brands 

We’re an opportunity for brands that want a new indirect marketing tool via storytelling.

From fashion to fintech to FMCGs, we craft narrative moments that include the brands yet feel organic. We call it “story-first placement”, where a brand enhances the plot rather than disrupts it. We partner with brands that want storytelling, not just exposure. It’s about relevance, not just reach.Think character, not commercial. 

We combine entertainment with product placement where brands seamlessly integrate their products into the storylines, creating impactful marketing without interrupting the viewer experience. Whether multinational giants like Nestlé or regional leaders such as OMT, these brands and others in the region have already joined SCENE’s innovative approach to marketing.

You said SCENE is “more than entertainment.” What conversations do you hope to spark?

We want stories that reflect the region’s complexities— identity, power, family, freedom. Not lecture-style, but through lived experiences and emotional realism. We believe storytelling can normalize new narratives, spark empathy, and even shift culture. Scene is the spark—not the sermon.

Is SCENE a niche art project or a mass-market disruptor?

It starts niche, but it’s built to scale. ganically integrated into