Creative that pre-sells. Funnels that pre-qualify.
By the time your agent dials, the person on the other end has already seen the offer, had their objection answered and told us their budget, timeline and how they will pay. The ad is not the campaign — the whole sequence is, and a studio with twenty years in the region designs it as one piece.
A multi-step creative, frame by frame
Most performance creative tries to do everything in one image, then hands a stranger a form with eight fields. Ours splits the job across frames, each with a single task, so that by the time the funnel opens the person already knows what they are agreeing to.
Hook
A pattern interrupt tuned to the placement it sits in. On a property portal that is a number. In a news feed it is a face. On CTV it is motion.
- Placement-native framing
- Legible at thumbnail size
Offer
The single most compelling fact, stated plainly. Entry price, rental yield, eligibility threshold, timeline. One fact — not four benefits.
- Specific, checkable, honest
- Localised, not translated
Objection
Name the thing that stops the click and answer it before you pay for it. Exit liquidity, hidden fees, eligibility doubt, developer track record.
- One objection per variant
- Proof, not adjectives
Commitment
Not "submit". A question. "What is your budget range?" starts the funnel inside the ad unit — and the first answer is already qualification data.
- Micro-commitment, no form
- Answer carried into the funnel
What the studio makes
Everything below is produced in-house, which is why a new angle can be briefed on Monday and live on Wednesday.
Sequences, not single frames
A multi-step creative carries the viewer through four beats before asking for anything. It works in carousel, in video, in playable HTML5 units and in native — the medium changes, the sequence does not.
Each campaign launches with an angle matrix: typically five to eight distinct arguments, each produced in every relevant format and size. That is 30 to 60 live variants, all tagged so the bidder can learn which one belongs on which placement.
- Carousel and story sequences
- HTML5 playables with in-unit questions
- Video cut to the same four beats
- Every standard IAB size, plus regional formats
| Angle | Formats | Status |
|---|---|---|
| Payment plan 60/40 | 14 | Scaling |
| Post-handover yield | 11 | Scaling |
| Golden visa threshold | 9 | Testing |
| Limited floorplan release | 12 | Testing |
| Developer track record | 8 | Paused |
Illustrative data.
The filter funnel
A filter funnel inverts the usual order. Instead of capturing contact details and hoping, it asks the disqualifying questions first — budget, timeline, eligibility, ownership status — and only requests a name and number from people who have already told you they fit.
The person who answers four questions has invested something. That investment is why completion rates hold up and why the phone gets answered when your agent calls.
Design rules we do not break
- One question per screen, thumb-reachable
- Easiest question first, most sensitive last
- Bands, not free text — bands are answerable
- Visible progress, honest step count
- No dark patterns, no fake scarcity
Demo dataset — click a stage to inspect it.
Studio production
An in-house studio means we can shoot on Tuesday what we briefed on Monday. Property walk-throughs, talking-head explainers, UGC-style vertical video, presenter pieces in Arabic and English, motion graphics and sound design.
For regulated verticals the studio also produces the compliance-safe variants — same story, different claims, reviewed before it goes anywhere near an exchange.
Vertical short-form
6–30s cuts for social, in-app and native video placements. Subtitled by default.
UGC-style
Creator-led, hand-held, unpolished on purpose — because it outperforms polish in feed.
Property & site film
Walk-throughs, drone, interiors, handover progress. Shot for performance, not brochures.
Presenter & explainer
Arabic and English presenters for finance, lending and formation offers.
Motion & 3D
Data visualisation, floorplan animation, kinetic type for offer-led angles.
Sound & VO
Voiceover in both languages, mixed for muted autoplay as well as full audio.
Pre-landers that pre-sell
Between the ad and the funnel there is usually a page. Done badly it is a bounce. Done well it is where the objection gets fully answered and the visitor arrives at the first question already convinced.
We build advertorial-style pre-landers, comparison pages, calculator pages and quiz entries — each one measured on funnel entry rate, not time on page.
- Sub-1.5s load on regional mobile networks
- RTL layouts built properly, not mirrored
- Calculators and eligibility checkers as entry points
- Clear disclosure for regulated products
| Type | Best for | Entry rate |
|---|---|---|
| Advertorial | Cold native traffic | High |
| Calculator | Mortgage, loans | Very high |
| Quiz entry | Property matching | Very high |
| Comparison | Banking, brokerage | Medium |
| Direct to funnel | Warm retargeting | High |
Directional placeholders.
Written in Arabic, not translated into it
A translated headline reads like a translated headline, and Gulf audiences notice within a word. Our Arabic copywriters work from the brief, not from the English — which means the angle sometimes changes entirely, because the objection is different.
Typography matters as much as wording. Arabic type has its own rhythm, line height and emphasis behaviour; laying it into a grid designed for Latin script is the fastest way to look foreign.
- Gulf register for UAE, KSA, Qatar, Kuwait
- True RTL layout and Arabic type systems
- Language routing based on signal, with a manual switch
- Russian, Hindi and Urdu for investor source markets
Why it shows up in the numbers
Arabic-first funnels typically hold more people through the middle steps, because nothing in the wording makes the reader stop and re-read. The gain compounds: it is the same audience, the same media, and a materially different completion rate.
The filters that do the work
A sample of the qualification questions we use by vertical. Yours will be written with your sales team, because only they know what makes a lead worth their morning.
| Vertical | Filter question | Removes | Position |
|---|---|---|---|
| Off-plan property | “What is your investment range?” | Below-minimum budgets | Q1 |
| Off-plan property | “Cash, payment plan or mortgage?” | Unfinanceable buyers | Q4 |
| Brokerage | “Which communities are you considering?” | Out-of-patch enquiries | Q2 |
| Mortgage | “How much do you have for a down payment?” | Ineligible applicants | Q2 |
| Mortgage | “Salaried or self-employed?” | Wrong lender product fit | Q3 |
| Financial brokerage | “How much trading experience do you have?” | Unsuitable clients | Q1 |
| Investment | “What is your investable range?” | Below-threshold enquiries | Q2 |
| Banking | “What is your monthly salary band?” | Product-ineligible applicants | Q1 |
| Company formation | “Mainland, free zone or offshore?” | Mismatched service needs | Q1 |
| Accounting | “What is your annual turnover?” | Below-minimum engagements | Q2 |
Illustrative examples. Actual wording is tested — question phrasing routinely moves completion by double digits.
Nothing is precious after week two
Creative decays. In competitive Dubai verticals a strong variant has a useful life measured in weeks, sometimes days. So the studio runs on a fixed rhythm rather than waiting for performance to collapse.
How fatigue is detectedWeekly: variant refresh
Bottom-quartile creatives are retired and replaced with new executions of the winning angles. Volume of live variants stays constant.
Fortnightly: new angle
At least one genuinely new argument enters the matrix — not a restyle of the current winner. This is what stops a campaign plateauing.
Monthly: funnel test
A structured test on question order, wording or step count. One variable at a time, run to significance, documented.
Quarterly: full rebuild
Fresh production against the current market. New shoot, new presenters, new proof points, informed by everything the quarter taught us.
Portfolio
Placeholder tiles — drop your campaign stills, video frames or funnel screenshots into this grid.
Off-plan launch · Dubai Marina
Payment-plan angle, five-step budget funnel, Arabic and English.
Mortgage eligibility funnel
Calculator pre-lander into a six-step affordability filter.
Free zone company set-up
Arabic-first advertorial with an activity-type qualification path.
Bring us the offer. We will bring the sequence.
Send the product, the market and the objection you keep losing to. We will come back with an angle matrix and a funnel shape.