-- This April, Viewpoint Production, a Lebanon-founded content production company led by Senior Producer and Director Nour Maatouk, announced a formal strategic collaboration with TellGngr, a digital strategy and AI content strategy company with established infrastructure across the GCC, MENA, and international markets. The partnership marks a significant evolution in how full-cycle video production is delivered to clients operating across the Arab world and beyond.
At Xraised, we cover the founders and companies, signalling where industries are heading. The Viewpoint × TellGngr collaboration sits at the frontier of broadcast innovation, AI content strategy, and MENA media, bringing together production excellence and data-driven intelligence in a way the region has not seen before. It is exactly the kind of forward-looking, globally relevant partnership we built this platform to spotlight.
Eight Years of Content Production Excellence
Since its founding in 2017, Viewpoint Production has built a reputation as one of the region's most trusted names in high-stakes content production. The company's client portfolio spans some of the most demanding broadcast and corporate environments in MENA media, including Pan-Arab networks Al Jazeera and Alaraby, and global financial institutions Reuters Refinitiv and LSEG, where Maatouk herself spent nearly five years overseeing end-to-end video production, podcasts, and business content across the UAE.
Among Viewpoint's most recognised work is the documentary Road to Sufsaf, produced in partnership with Alaraby TV and director Mahmoud Zeidan, a collaboration that earned recognition at the Al-Ard Film Festival in Italy and demonstrated the standard of storytelling Maatouk brings to every engagement.
That eight-year track record in content production now forms the foundation for the company's most ambitious chapter to date. As Maatouk reflects on what drove her toward this new direction, "The key gap I identified was a lack of trust in collaboration, as I couldn't find market partners aligned with my values and standard of business excellence."
AI Content Strategy Meets Production Excellence
The collaboration with TellGngr directly addresses a structural gap that Maatouk identified across years of working with regional and international clients. World-class content production consistently underperforms commercially when it is handed off without strategic infrastructure, leaving distribution, audience intelligence, and revenue attribution either fragmented across vendors or absent entirely.
The Viewpoint × TellGngr partnership is built to close that gap. Where Viewpoint delivers production excellence and deep regional credibility, TellGngr contributes AI content strategy, narrative intelligence, and market analytics across GCC, MENA, and international accounts. Together, the two companies operate across a single integrated throughline: Story, Production, Distribution, Revenue, a full-cycle video production model capable of delivering from Beirut to Riyadh, Dubai to London.
TellGngr's approach to that work is deliberate and distinct.
"Most agencies build a content plan, execute it, and hope for the best. We don't work like that." TellGngr sits at the intersection of creative and data, not as a buzzword, but as an actual operating model. The team builds systems that monitor how an audience responds, learn from it, and adjust in real time. As Maatouk puts it: "A lot of great creative work fails because nobody's measuring what actually moves people. We fix that. Human instinct drives the ideas, data drives the decisions, and the gap between the two is where most agencies lose money for their clients."
Built for the MENA Media Market That Is Maturing Fast
The timing of the collaboration reflects a broader shift underway across MENA media and corporate communications. Regional clients, from Gulf corporates to global enterprises entering Arab markets, are consolidating vendor relationships and demanding integrated partners who can own the full content journey and demonstrate return at every stage.
Maatouk is direct about where the wider industry is getting it wrong. "Studios are using AI to go faster. That's the wrong move. More content isn't a strategy; it's just noise. We're already seeing brands flood feeds with AI-generated posts that get ignored because they say nothing worth stopping for. The brands that win over the next three to five years won't be the ones publishing the most. They'll be the ones whose content actually gets smarter over time, personalised, optimised, built on real audience behaviour rather than assumptions."
Maatouk's career has always sat at the intersection of content strategy and innovative production. Her experience as a producer and director with prestigious broadcast credentials, as well as financial media experience across the UAE, has honed her understanding of what it takes to build something from the ground up in one of the world's most dynamic content markets.
Full-Cycle Video Production for Any Market
Viewpoint × TellGngr have joined forces to serve clients at any scale and in any geography. The model integrates content production with AI-powered distribution intelligence, giving clients a single partner capable of owning strategy, production, and measurable growth outcomes, without the fragmentation of managing multiple vendors across the content lifecycle. The philosophy behind it is straightforward: great creative direction wired to performance data, and content that improves the longer it runs. Most teams choose between strong creative and smart systems. Viewpoint × TellGngr is built on the principle that the best work does both.
As Maatouk and her team formalise this next chapter, the collaboration positions Viewpoint Production not simply as a leading name in MENA, but as a full-cycle video production and AI content strategy partner built for what the market demands next. It is a vision grounded in her broader belief in what purposeful collaboration can achieve, and in the kind of trust-led, excellence-driven work she described in her own words: "As a country, we must give our banks a second chance. Rather than bashing institutions in law or media, let's normalise addressing challenges openly, fixing problems collaboratively, and rebuilding faith in our economy."
About Viewpoint Production
Founded in Lebanon in 2017 by Nour Maatouk, Viewpoint Production is a full-cycle content production company specialising in broadcast, corporate, and documentary storytelling across MENA and international markets.
The company's clients include Al Jazeera, Alaraby, Reuters Refinitiv, and LSEG. For more information visit www.tellgngr.online and (launching soon) www.vplebanon.com.
Contact Info:
Name: Gianmarco Giordaniello
Email: Send Email
Organization: Xraised
Website: https://xraised.com/
Release ID: 89188875
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