01
The booking system
I designed and launched the system 32 real-estate agents now use to book their own shoots. It's live, and it runs every day.
Currently Head of Content ·
One Investments · Dubai
Saif, Head of Content at One Investments, Dubai.
Saif, سيف:Arabic for sword. I decide what makes the cut.
Automation gets it
out the door.Taste gets it watched.
I built the team, the AI pipeline and the systems that took One Investments from 100K to 4.6M monthly reach in under a year.
- monthly Instagram reach
- 4.6M
- reach growth in under a year
- 46×
- people I hired and lead
- 12
- videos shipped a month
- 140+
The difference
Plenty of people can prompt. Few can tell you why the cut works.
- 01
I build the systems
An AI production pipeline. A booking system 32 real-estate agents use to book their own shoots. Automations that move every video from shoot to sign-off. The busywork runs itself.
- 02
I know the whole line
Seven years across camera, edit, design and strategy. I don't do those jobs day to day anymore, but I know exactly what each one takes. That's how I hire, direct and fix.
- 03
I know what performs
Over 13 million views at One Investments alone, and millions more across the brands I've directed. I know why people stop, and I build teams that make it happen on purpose.
Most companies don't have a content problem. They have an ownership problem: too many approvals, no system, nobody holding the standard. I hold it.
The system
I don't just make content. I build the machine that makes it.
Every video at One Investments runs through the same eight steps. I designed the pipeline, built the tools inside it, and I sign off at the end.
01
Strategy
What we make and why, planned per brand and per agent.
02
Scripts
Researched with AI, finished by people.
03
Booking
Built by me
Agents book their own shoots through a system I built.
04
Shoot
Around 70 shoots a month, on location and in studio.
05
Edit
Built by me
Editors plus an AI pipeline I built. Explainers in under a day.
06
Review
Nothing ships without my sign-off.
07
Publish
Three posts a day on the main account.
08
Analytics
Weekly numbers feed the next month's plan.
- 12-person team I hired
- 5 brand pages
- 32 real-estate agents
- 140+ videos a month
Case study · One Investments · 2025 to now
A reel used to take days. Now it takes a few hours.
In under a year, monthly reach on the main account went from 100K to 4.6M. Here's what changed.
When I joined, the content team was two people. A single reel took days to finish, the account posted a few times a week, and nobody owned the standard. I rebuilt it as an operation.
46×
Monthly reach on the main Instagram account
In under a year, from 100K to 4.6M.
| Measure | When I joined | Today |
|---|---|---|
| Team | 2 people | 12 people |
| Brand pages | 1 | 5 |
| Real-estate agents served | 3 | 32 |
| Posting | A video every 2–3 days | 3 posts a day |
| Reel turnaround | Days | A few hours |
| AI explainer edit | 3 full days | Under a day |
| Monthly reach | 100K | 4.6M |
02
The AI production pipeline
Generated scenes, archival footage and motion design, assembled through a workflow I built. Explainer editing went from three days to under one.
03
The automation layer
AI agents and automations that sync shoots with the calendar, route tasks through ClickUp, file footage to the archive and write the reports. The team's hours go into the work.
04
The team and the standard
Hired all 12 people on the team, set one creative standard across five brand pages and 32 agents, and review every cut before it ships.
The work drew collaborations with Dubai Travel and Tourism and the Dubai-it Award. They came to us because of the content.
Selected work from the operation
Proof the work performs
13M+ views at One Investments alone.
These nine are the standouts across real estate, wellness and brand content I've directed, ranked by Instagram plays as of 29 October 2026. Counted by Instagram, not by me.
#1Dr Nermin on the victim mentality@bloomwellness.uae, watch on Instagram
#2Dr Nermin on when definitions divide us@bloomwellness.uae, watch on Instagram
#3Dr Nermin on a mother's words@bloomwellness.uae, watch on Instagram
#4A birthday tribute to Sheikh Mohammed bin Rashid@oneinvestments, watch on Instagram
#5The last days of Dubai's Toyota Building@oneinvestments, watch on Instagram
#6Why Dubai is closing DXB Airport@oneinvestments, watch on Instagram
#7Why beachfront commands a premium@oneinvestments, watch on Instagram
#8The dome that made Saadiyat Island@oneinvestments, watch on Instagram
#9The Dubai Mall aquarium's famous leak@oneinvestments, watch on Instagram
Built with AI
What I automate, and what I never will.
These explainers run on the AI production pipeline I designed: generated scenes, archival footage and motion design, cut to the house standard. AI does the heavy lifting. People make the calls.
3 daysunder 1editing time per explainer
The work
The industries change. The standard doesn't.
Real estate, AI, healthcare, F&B, fashion and more. Open a category to see the work.
Open the full archive
About
I started behind the camera. Now I design everything around it.
Seven years ago I was the one holding the camera. Then the one cutting the edit. Then the one directing the people doing both.
Today I run content for an international, award-winning Dubai brokerage. I hire, I set the standard, I build the systems, and I sign off on every cut. The craft is why I can direct every role on the team at its own level.
Lead
- Content strategy
- Creative direction
- Hiring and team building
Build
- AI production pipelines
- Automation and operations
- Booking and approvals
Measure
- Performance analytics
- Weekly reporting
- Deciding what to make next
2022 to 2023
Content Creator & Videographer
EBBA Media
Shot and edited social content for the agency's clients, from fashion and e-commerce to influencer campaigns.
2023 to 2025
Content Creator & Videographer
GPS Marketing
Concepted, shot and edited social campaigns for the agency's clients across industries, from real estate to events.
2025
Creative Director
Sard Digital
Led the agency's videographers, editors and designers across beauty, medical, F&B, real-estate and event clients.
2025 to now
Head of Content Creation
One Investments
Built the team from 2 to 12, and the systems that run it.
In the stack
Claude
ChatGPT
Perplexity
HiggsfieldHiggsfield
ClickUp
Slack
Adobe Creative Suite
Envato
ArtlistArtlist
Contact
Building a serious content operation? Let's talk.
Especially if you need someone to own the standard, not just keep the calendar full.