This Kuwaiti Ad Is Winning Global Fame: Shareet Studios’ Viral WABA Ramadan Film

There’s a show-stopping ad that’s currently doing the rounds on socials, a masterclass in match cuts, symmetry, and sound design edited to perfection. Praise is pouring in from all four corners of the world, but the film in question actually comes from the small country of Kuwait – and having been watched over 5.6 million times already, it’s got more views than the nation has people.

Above: WABA’s 2026 Ramadan campaign

It’s Shareet Studios – a creative agency and production house helmed by founding partner and director, Mohammed AlNashmi – that cracked the code for work that can transcend country borders. The seed was planted when WABA, a luxury tableware brand, entrusted the team to conceptualise its Ramadan campaign.

For the brand’s most important season of the year, Shareet Studios wanted to embrace what WABA is known for: honouring its cultural roots with Arab Gulf-inspired designs. Mohammed recounts, “We came up with the idea of incorporating different styling and people from those Gulf states (Kuwait, Saudi Arabia, Qatar, Bahrain, Oman, United Arab Emirates) into one video, working together in harmony.” Celebrating their uniqueness while uniting them, the film would relay the campaign’s core message of ‘One Taste’ and embody the social spirit of the holy month.

Getting approval for the concept was the hardest part, from Mohammed’s perspective. “It was very difficult to try to sell an idea that had no close reference to what I wanted to achieve in this video. The client was extremely understanding and they believed that it would be a great risk to create something that is unknown, but they were ready to take that risk with us,” he says.

The ad can be described as an audio-visual experience, with the perfectly timed interplay between music, sound, and moving image hypnotising audiences. That immersive alchemy was inspired by a blend of Jindal’s 2024 brand film, ‘The Steel of India’, and one of Mohammed’s own projects, a 10-year anniversary commercial for AlMakan.

​Music was in fact the initial element that Mohammed took care of. “The very first thing I did in this project was choose the music and then cut and edit it to fit the required duration of the commercial,” he reveals. “Then, I went into storyboard creation, making sure every scene made sense with the beat of the music. I searched for a long time for music that was only composed with kitchenware items, until I found this beautiful piece by Jody Jenkins and Alex Duggan titled ‘Pots & Pans’. It fit perfectly in the video.”

Pre-production was a painstaking exercise in precision, with Mohammed having to envision the edit before even stepping onto set. He estimates it was “possibly the most detail driven project I’ve ever worked on.” 

“In order for the match cuts to work, I had to plan each scene precisely so that two, three or four shots seamlessly completed each other,” he continues. “Therefore, I had to focus on writing an extremely detailed shot list that showed which lens, camera angle, hand movement, and camera movement was needed to make the match cut work.” Paired with the film’s symmetry and stunning visuals, these faultless match cuts keep stunned viewers hooked until the end; but they also boast WABA’s reputation as a premium brand offering organised quality.

The “amazing team at Shareet Studios”, says Mohammed, also planned each shot well before shooting to avoid encountering issues on set – even so, they worked for a total of 21 hours between three locations (water towers, a cultural village, and an old traditional home) on the first day, plus 14 hours in the desert on the second. Alongside shooting on set, Mohammed began editing to ensure the match cuts were working as planned.

Above: Behind the scenes on set

There’s no denying the entire project was a major feat for Mohammed especially, who handled creative, directing, cinematography, SFX, and editing. Asked how he managed so many responsibilities for such a demanding project, he simply explains, “I started as a filmmaker in this industry, not as a director. When a person is a filmmaker, he is a one-man show and does everything during a shoot.” The experience shaped him into a director with a strong understanding of the jobs of a DOP, editor, and sound designer, and it’s this oversight that ensured all these elements moved in sync for the WABA campaign.

The meticulous human craft that went into this film is what’s now resonating with viewers regardless of their background, but the crew was never expecting it to blow up as much as it has. “It’s such a beautiful feeling to have our hard work admired by people of different nationalities,” Mohammed smiles, recalling his surprise to see the video gain 1.4 millions views in the first 24 hours after posting. The client team was over the moon, calling Shareet Studios into their office just to thank them.

“It's always a pleasure working with clients that believe in creatives and give them the freedom that they need,” Mohammed reflects. “That is how creatives come up with their best work.” Being granted this freedom on such a culturally significant project was the cherry on top. “If we work on something that represents us, we will always be motivated to create something special.”