Ashraf Shaaban

Ashraf Shaaban has been building brands through film and motion since his early career in the UAE. He comes from a film and motion design background, which means his instinct is always story-first. Not what looks good on a brief. What actually moves an audience and makes a brand memorable long after the campaign ends.

Before co-founding J‑Cut Production, Ashraf worked across content production and brand strategy in the UAE market, developing an understanding of what brands actually need from video production versus what most agencies pitch. That gap between what clients were being sold and what genuinely drives results became the founding logic of J‑Cut Production.

In 2018, he and Jana Shaaban launched J‑Cut Production with a clear position: one production house, one senior creative team, one standard of work. No junior teams handling B-tier clients, no bloated account management layers, no templates. The same level of thinking and execution that goes into a NEOM campaign goes into every project on the roster.

Ashraf leads on creative direction, concept development, and client strategy. He works directly with brand and marketing teams to build productions that function as long-term assets, not one-off content drops. The work spans brand films, event coverage, social campaigns, and documentary-style corporate content across the UAE and GCC.