Mohtawa

Creative production and AI-assisted content for MENA brands.

Industry: Media & Entertainment | Location: Dubai, United Arab Emirates | Founded: 2024

About Mohtawa

Mohtawa is a creative-content business serving brands in the Middle East and North Africa. It combines regional production expertise with artificial intelligence tools to develop advertising and social content. Its services include individual assets, recurring content calendars, creator-led production, campaign execution and systems for organising a brand's ongoing creative work.

The business works across formats such as short vertical videos, branded photography, editorial copy and motion design. It also adapts existing footage and brand archives into new material for digital channels. Projects can involve sourcing creators, planning a shoot, producing the main campaign film and delivering the shorter versions required for different platforms. The company describes an internal software-and-agent system supporting that production process.

Mohtawa is a venture in The Greenhouse startup studio portfolio. The studio identifies Emad Doughan as founder and chief executive and lists the company at pre-seed stage. Its public work includes a Nescafé launch in the UAE, content for TikTok Live Fest MENA and campaigns for brands serving Saudi Arabia and the UAE. Its offering is centred on culturally relevant regional content, with strategy and production managed within the same service.

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