Rush Reflects on Notable Recent Campaigns

Following an action-packed year, Rush Films’ EP and founder, Alain Abi Khalil, is looking back on the biggest, most innovative, and rewarding production feats the team has recently achieved  together.

From automotive launches to high production scale branded content, the list features campaigns for Nissan, DU, and KFC – part of Rush Films’ premium roster that enables it to break its own ceiling and fortify its position as a regionally recognised production company trusted by agencies and global brands alike.

Nissan Magnite - Ignite Your Streetsmarts

First up is Nissan Magnite’s premium-feeling ‘Ignite Your Streetsmarts’. The stunning walkaround film creatively leverages virtual production and Unreal Engine to transport audiences into dynamic and expressive worlds, reinventing the traditional automotive format.

“At the heart of the film is the Nissan Magnite, but it’s not just about showcasing the car’s features,” says Alain. “Instead, the campaign positions the Magnite as a gateway to self-expression, creativity, and ambition – traits embodied across four major influencer-related cultural pillars: music, gaming, stand-up comedy, and acting.”

Each segment of the film immerses viewers in a fully realised digital environment tailored to an influencer’s persona, weaving energetically between contrasting yet connected Gulf Cooperation Council (GCC) cities of heritage and modernity.

Alain continues, “These virtual backdrops were meticulously designed and rendered in Unreal Engine, one of the world’s most powerful real-time 3D creation tools. Whether it’s the neon-lit gaming world, the rhythmic pulse of music waves, the raw energy of a stand-up comedian, or the on-set and paparazzi mood of an actor’s world, each scene is a vibrant reflection of its subject.”

It’s these production details that make the campaign stand out to Alain. “Shot entirely in a virtual production studio, the team was able to swap expansive physical sets for immersive LED walls and real-time rendering. This not only allowed for greater creative control and efficiency but also resulted in a final product that blurs the line between reality and the digital realm, and reflects the evolving language of media.”

DU Telecom - Brand Film

Next is a DU Telecom brand film shot with a multinational crew over five days and 15 locations across the UAE’s various Emirates, taking audiences from outer space to the mountains, homes to businesses, the road to the racetrack. Directed by Thor Saevarsson, it celebrates the company’s essential role in serving the needs of different communities and generations, as well as its ambitions for shaping the future.

Alain takes us behind the scenes: “Post production and CGI was an integral element in fulfilling the film’s vision, whether finessing the transitions or building futuristic worlds amongst others. A big part of the film’s aesthetic were the match cuts that drive the narratives, taking the audience from one place to the other. This was all done in-camera, and in some cases, large rigs were used on set to perfect the perspective and depth of field.

“Filming this piece relied on traditional forms of filmmaking that cemented our approach due to the challenging locations. An example of this was the bird’s-eye-view shots that were shot using cranes rather than drones as it is the norm today.”

KFC - Epic Meals

KFC and dynamic directing duo Hamba & Doss spotlighted the flavour of regional hip-hop in another playful instalment of the ‘Epic Meals’ saga this year. The fast-moving, character-driven spot starring rapper, Freek, was designed not only to announce a promo, but to throw down a challenge..

“Cast not as a cameo but as a bold spokesman for the brand, he calls out doubters with lyrical bravado,” Alain comments. “Rather than simply licensing his track, the creative team worked hand-in-hand with FREEK to reimagine his breakout hit, ‘Wala Kilma’, as a bespoke spin-off that drives the film’s narrative — remixing the familiar into something sharp, cheeky, and distinctly KFC.”

Art direction was key to the tone and success of the film as it leans into urban surrealism and attitude. Shot in two cities in two separate countries, the main challenge was ensuring that FREEK’s performance, captured on blue screen in Dubai, integrated seamlessly with the scenes already filmed on location in Cairo.

“With the director’s vision in mind, the VFX supervisor led the blue screen shoot taking into account all the meticulous compositing and post production the final film requires for a high energy film that feels both authentic and larger than life.”

Nissan Patrol - Feeling Good

Nissan makes a surprise second appearance to round out the shortlist.

“The new Nissan Patrol re-introduced itself in yet another innovative campaign, evolving its global presence within the automotive community yet again,” says Alain. “Rush Films produced the two main launch campaigns: a photoshoot that celebrates the innovation and heritage of the car, and a walkaround film that introduces this exceptional vehicle to the public. Both were shot in-studio, built to cater to an abstract background reflective of the premium character of the car.”

Dramatic shots set to an equally dramatic interpretation of ‘Feeling Good’ reflect the pillars that also characterise the model: premium presence, tech innovation, defying the ordinary, and an homage to heritage.

“Ensuring the utmost privacy was one of the main challenges – keeping the Patrol hidden from the public eye until its launch,” Alain reveals. “The car was securely stored in a controlled studio environment to ensure no leaks. Phones and cameras were taken away from everyone, even the clients themselves. This security and privacy was also maintained during the post-production stage where all file transfers were password-protected to maintain strict confidentiality.”

With carefully crafted shots exposing different angles and features of the car, photographer Tracey Dai intricately executed the creative vision of the campaign. All post-production and CGI work was thoroughly executed with Recom, enhancing the visual experience to full sensorial satisfaction.

Echoing the photoshoot, the walkaround film directed by Joachim Zunke was shot in the same abstract environment, inviting the viewers into a narrative drenched with luxury and premium characteristics.