Feras AlRefaei, Senior Producer at Ethos, on the Story Behind an Award-Winning Diabetes Film

We decided to submit our work because we believe good creative work deserves to be seen and evaluated alongside work from the global creative community. Awards are not the reason we create, but they provide an opportunity to benchmark our work against international standards and gain recognition for the teams and partners behind it.

Personally, winning is a proud moment because it represents years of experience, learning, and taking on increasingly challenging projects. Professionally, it reinforces our belief that work created in Saudi Arabia can compete on an international level while still being rooted in our local culture, audience, and perspective.

Most importantly, the recognition belongs to the entire team. It reflects the collaboration, commitment, and attention to detail that go into bringing an idea from concept to final execution.

The story behind our success is really a story of evolution. Over the years, we have worked across different industries, clients, and types of projects, and each experience has shaped the way we approach creativity and production.

What inspires our work is the challenge of finding the right balance between a strong idea, meaningful storytelling, and effective execution. We don’t believe creativity should exist simply for the sake of looking good; it should serve a purpose, connect with the audience, and deliver something valuable for the client.

I believe our recognition at MUSE represents the growing strength of the creative industry in Saudi Arabia. The market is developing rapidly, with local talent, ambitious brands, and increasingly sophisticated audiences. It shows that work coming from Saudi Arabia can have a distinct local identity while meeting international creative standards.

For us, the award is not just recognition of one project. It represents the progress we have made as a team and our ambition to continue producing work that can compete both locally and internationally.

I believe the project stood out because of the balance between a strong creative idea and high-quality execution. Every element, from the concept and storytelling to the visual direction and production, was carefully developed to serve the audience and the client’s objectives. Most importantly, it felt authentic, purposeful, and relevant.

I believe the project stood out because of the balance between a strong creative idea and high-quality execution. Every element, from the concept and storytelling to the visual direction and production, was carefully developed to serve the audience and the client’s objectives.

Most importantly, it felt authentic, purposeful, and relevant.

Personally, this recognition means a lot to me because it feels like a reflection of the journey, the long hours, and the people I’ve worked with along the way. I hope it gives the team more confidence to take on bigger challenges and reminds us that the work we create here can stand alongside the best internationally.

For me, it’s also motivation to keep learning, growing, and pushing myself creatively.

The reaction has been very positive, especially from our clients and partners. What stood out to me most was seeing how proud they were of the recognition and knowing that they felt the award reflected the work we created together.

That was probably the most rewarding part for me—not just winning, but being able to share that moment with the people who trusted us with the project.

My advice is to focus on the work first and the award second. Create something you genuinely believe in, stay close to the purpose of the project, and don’t be afraid to challenge the usual way of doing things. Strong collaboration is also essential—listen to your team, trust the process, and be open to learning.

If the work is honest, purposeful, and well executed, the recognition will follow.

The creative industry is changing very quickly, especially with technology, AI, and the way audiences consume content. I see this as an opportunity rather than a challenge. I want to stay adaptable, keep learning, and find ways to use new tools without losing the human side of creativity and storytelling.

In the future, I hope to be part of work that pushes creative boundaries in Saudi Arabia and has an impact beyond the region.

I would say don’t wait until you feel completely ready. Your work doesn’t have to be perfect or come from years of experience to be worth sharing. Entering awards is a great way to learn, benchmark yourself, and gain confidence. Even if you don’t win, putting your work out there helps you see how it compares and gives you something to build on.

Start with the work you believe in, tell its story honestly, and let the experience push you to improve.

My message would be to support each other, share knowledge, and never stop learning. The creative industry is stronger when we collaborate rather than compete. There is so much talent in our region, and I believe we can achieve even more when we give each other the space and confidence to create, experiment, and take risks.

Absolutely. I would dedicate this achievement to the entire Ethos team and everyone who trusted us throughout the project. A special thank you to our clients and partners for giving us the trust and creative freedom to bring the work to life.

I’m proud that this recognition represents the dedication, long hours, and teamwork behind Ethos and the work we create together.

I think what set the project apart was how we turned an emotional reality into a visual experience.

The idea of making the world physically stop through cinematography and VFX allowed the audience to feel the shock of a diagnosis, while the story gradually brought the world back to life through hope, family support, and awareness.

What’s next for me is continuing to grow, take on bigger creative challenges, and work on projects that have a real purpose and impact. Being part of Saudi Arabia’s rapidly growing creative industry gives us incredible opportunities to do that.

For me and the Ethos team, the goal is to keep raising the bar, creating work we’re proud of, and telling stories that can resonate both in Saudi Arabia and beyond.