Feel the Rush: How This Production Powerhouse Is Redefining Creative Excellence

In an industry often driven by speed, Rush Films stands out as a production house rooted in both purpose and a ‘never-settle’ mindset.

With offices in both Dubai and Riyadh, the company has carved a name for itself across the Middle East as a trusted partner to global agencies and brands alike, delivering visually striking, emotionally intelligent work with a rare attention to detail.

From producing commercials for household names like Nissan, DU Telecom, Piaget, and McVittie’s, to servicing large-scale productions like Hans Zimmer and Friends: Diamond in the Desert, Rush has built its reputation on creative resilience, technical excellence, and a deep belief in collaboration – the type that makes you feel like family on set.

At the centre of it all is founder and executive producer Alain Abi Khalil, whose two-decade journey through the region’s top production houses shaped his vision for a company that prioritises not just output, but culture. For Alain, the magic happens when people are empowered, and when directors, clients, and crews are given space to do their best work in an environment that values both creativity and humanity.

As the production landscape evolves, spurred by technological shifts, regional expansion, and the ever-growing global appetite for content, Rush Films continues to meet the moment with clarity, adaptability, and an unwavering commitment to quality.

Today, Alain shares with LBB how Rush came to be, what makes their approach different, and why building trust remains their strongest production tool.

LBB> Rush Films has built a strong reputation in the Middle East’s film production industry. Can you share the story of how the company was founded and what inspired its creation?

Alain> After spending years working at different production houses, the decision to launch my own venture came naturally. I had the privilege of collaborating with people who encouraged me to branch out and take creative risks within the industry.

I've always had a drive to grow and evolve, and I’ve never been content with standing still. That ambition led me to create Rush Films – a company built with likeminded individuals who share the same values, both professionally and personally. We’re united by a common vision: to push boundaries while staying true to the craft of filmmaking.

LBB> Your portfolio includes major brands like Nissan, Heinz, Pladis, and Saudia. What sets Rush Films apart when working with high-profile clients?

Alain> What sets us apart is our deep commitment to the craft and our attention to detail across every aspect of production. We’re not just focused on delivering results – we’re invested in building real partnerships around each project.

Our goal is always to create a collaborative space where everyone – from agency to client to crew – feels ownership and pride in the final film. That’s the difference people feel when working with Rush.

LBB> Operating in both Dubai and Riyadh, how do you tailor your approach to meet the needs of different markets in the region?

Alain> Our main goal is filmmaking – whether TV commercials or any other format – and everything we do is structured around creating an atmosphere that elevates every single member of our crew.

We understand and respect the cultural nuances across different Middle Eastern markets, and we approach every project with that awareness. But at its heart, filmmaking speaks a universal language. Whether we’re shooting in Riyadh, Dubai, Beirut, or beyond, our sets are always a melting pot of talent, nationalities, and cultures. That’s one of the key things that defines us, and we hear it from every crew member we work with.

LBB> From TV commercials to feature films, your team handles a variety of projects. How do you balance creativity with commercial objectives?

Alain> At Rush, we’re creatives first. I believe that great business comes from great work – and trust is earned through consistency and quality.

While our speciality lies in TV commercials, our vision extends far beyond. Last year, we had our first feature film experience with ‘Hans Zimmer and Friends: Diamond in the Desert’, Directed by Paul Dugdale, which was produced by Jerry Bruckheimer. Sifi Productions, Executive Visions, along with several international powerhouses.

The experience was unforgettable. As soon as the film hit theatres, seeing our work on the big screen gave us goosebumps. There’s a unique kind of adrenaline that comes from seeing your name in the credits – it’s hard to put into words.

LBB> The film and advertising industry is evolving rapidly with new technologies. How is Rush Films embracing innovations like AI, virtual production, or new storytelling techniques?

Alain> That’s a great question. We’re standing at the edge of another major evolution in how films are made, and while the full impact isn’t completely clear yet, we’re closely following every development.

We’ve already begun integrating AI into our workflows, from storyboarding to creative ideation. We also utilise XR studios for virtual production. But this is just the beginning – what’s coming next is even more exciting, and we’re ready for it.

And always remember: technology is here to elevate our work, not work against us.

LBB> Collaboration is at the heart of production. Can you tell us about a particularly challenging or rewarding project that pushed your team’s creative and technical boundaries?

Alain> The list is long. We treat every project – big or small – with the same attention, care, and dedication. I often say we’re in the business of giving.

We see our clients and agencies as our partners, and we treat our crew the same way. We act as the connective tissue between all sides of a project, and the only way to overcome real challenges is to approach each job with a generous mindset – one that’s focused on making things happen.

That energy is what defines us, and it’s something both our clients and crew feel. It’s what makes us Rush.

LBB> What is Rush Films’ approach to discovering and working with top-tier directors, cinematographers, and creative talent?

Alain> Our combined experience has sharpened our instincts when it comes to recognising exceptional talent. We’ve developed an eye for spotting directors and filmmakers who bring something unique to the table.

That comes from the fact that all of us at Rush come from filmmaking backgrounds ourselves. We understand what makes good storytelling, and that’s been crucial in building a strong, diverse network of collaborators.

LBB> Sustainability and ethical filmmaking are gaining importance globally. How does Rush Films incorporate these values into its productions?

Alain> We believe in building friendships – not just work relationships – with our crew and partners.

We recognise that everyone has a life outside of work, and we strive to create an environment where balance is respected. On set, we support each other. There’s no blame culture here. I think that’s why we feel the love back – we’re doing something right.

LBB> What advice would you give to emerging filmmakers or brands looking to create impactful content in today’s fast-paced digital landscape?

Alain> Never compromise on quality. Embrace change. And look after the future of this industry.

Technology will continue to grow and evolve – it’s here to help us tell better stories, not to replace them. Let it elevate your work.