Q&A with Action Filmz CEO and owner Crispin Dominic

For over 20 years, Action Filmz has been providing comprehensive service to filmmakers, photographers, broadcasters, corporates, advertising agencies and media industry professionals in the UAE and internationally; from equipment rental to studio facilities, technical crew and event management. 

With offices in the UAE and Saudi Arabia, Action Filmz has worked on features such as Mission Impossible: Dead Reckoning - Part One, Desert Warrior, Mountain Boy, Canary, Kandahar, and many more.

CEO and Owner Crispin Dominic spoke to KFTV about the challenges of working such large-scale features, the elements that make Action Filmz stand out from the crowd, and the benefits of filming in the UAE and KSA.

What would you consider to be Action Filmz's core mission and ethos?

From the outset, our mission has always been clear: to tackle production challenges head-on for our customers and play a bigger role than being a typical rental house. 

We aim to offer comprehensive solutions by providing filming and photography equipment and skilled professional crew, in-house studios, and line production for media agencies, all conveniently housed under one roof.

Our commitment extends globally, ensuring that clients have access to everything they need to bring their creative visions to life, no matter where their projects take them.

What specific services does Action Filmz provide its clients?

Action Filmz provides a wide range of services tailored to meet the diverse needs of filmmakers and production teams. Action Filmz offers a comprehensive selection of top-of-the-line film and photography equipment for rent, including cameras, lenses, lighting, grip equipment, filming cranes, audio, and more. Whether you're shooting a feature film, a commercial, a music video, or a simple photoshoot, we have got all the tools you need to bring your vision to life.

We have in-house state-of-the-art studios that provide fully equipped shooting facilities for a variety of production needs. From green screen setups to versatile car shoots, our studios offer the flexibility and convenience to bring your creative vision to life in a controlled environment.

In addition, our team of technical experts are available to provide support and assistance throughout the production process, from equipment setup and operating the gear. 

We also offer an experienced line production team, who can handle all aspects of production management, from budgeting and scheduling to location scouting, casting, crew hiring, and logistics coordination. We ensure that every aspect of your production runs smoothly and efficiently, allowing you to focus on the creative process.

What specialist skillsets distinguish Action Filmz from the competition?

Our combination of specialist skill sets and unique offerings cater to the diverse needs of filmmakers and production teams.

Our team comprises experienced professionals with deep technical knowledge across a wide range of film equipment and production workflows. From camera operators to grip and lighting technicians, we have the expertise to handle even the most complex production requirements. In addition to films like Mission Impossible and Kandahar where we’ve catered to the technical side along with crew, we've also provided support on features such as Bloody Daddy, Bade Miyaan Chote Miyaan, and Kung Fu Yoga and worked on series for MBC in Saudi which was a long term rental. 

With our extensive network of partners and

 suppliers around the world, we offer unparalleled knowledge in production needs by attending various exhibitions, and production gatherings and taking opinions from industry experts which makes us stand out the most as we have the latest and the best gear the country has to offer as per the industry standards.

We pride ourselves in providing exceptional customer service and support at every stage of the production process. From initial equipment selection to delivering the gear, our team is dedicated to ensuring that our clients have a positive and seamless experience that is tailor-made to each requirement.

Finally, we're a one-stop shop. Action Filmz offers a comprehensive range of services, including equipment rental, line production, technical support, in-house studios, and more. By providing a one-stop solution for all production needs, we streamline the filmmaking process and save our clients time, and increase production value.

Have there been any new or recent developments in the UAE in terms of local studios, financial incentives, and infrastructure and what are the benefits of those for your clients?

In recent times, local studios have been experiencing several noteworthy developments, particularly in terms of infrastructure upgrades. Many regions are offering attractive financial incentives to attract filmmakers, ranging from tax credits to cash rebates such as in Abu Dhabi. These incentives aim to stimulate local economies, create job opportunities, and bolster the film industry.

Moreover, there have been significant investments in studio infrastructure, with advancements in technology playing a crucial role. Studios are increasingly equipped with state-of-the-art facilities, including AI-driven production tools, digital screens, and high-quality soundstages. 

Another factor where we can raise our heads high is the pool of talent available in this part of the world who reach international industry standards which makes it easy for production companies to source everything locally.

What are the biggest differences between the types of productions that Action Filmz works on?

The most notable aspect of the productions we've been involved in is undoubtedly their scale. As a company, we pride ourselves in catering to a wide range of productions, spanning from small-scale photoshoots to medium-sized commercial shoots, all the way up to massive feature films.

Action Filmz serves as a comprehensive one-stop shop, providing unparalleled production value by offering everything needed under a single roof. Leveraging our extensive local knowledge and over two decades of industry experience, we have grown to a stage where we can cater to any type of production.

Our inventory rivals that of international standards, boasting a vast array of equipment essential for various productions. From cranes and dollies to lighting, cameras, lenses, generators, and beyond, we have all the necessary tools readily available, ensuring seamless execution regardless of the project's scope and requirements.

What is the most challenging element of a production that you have been part of, and how do you overcome those challenges?

The most challenging element we had to face in our productions was during the unprecedented times of COVID-19! We had won the project Mission Impossible - Dead Reckoning Part One, the requirement was massive. It was indeed a monumental achievement for us, but with the world at a standstill, fulfilling its extensive requirements seemed extremely challenging.

We had to source a lot of equipment from outside the country - a huge thanks to the unwavering support of the UAE Government and our dedicated brand partners. We managed to get everything shipped, ensuring everything arrived on time for production to commence.

Reflecting on those challenging times, it feels surreal how resilience and hard work prevailed, turning what seemed like an impossible task into a triumphant reality.

Another similarly massive production challenge that we had was when we did a huge job in Tunisia for the broadcast channel MBC. We won the MENA Trendsetter of the Year award for it.

The production was all set to begin in Tunisia and we had to ship containers filled with equipment for the longest project timeline that we had dealt with which was over a year.

Despite the geographical proximity of Europe to Tunisia, the production house entrusted us with the task and opted to ship all the necessary gear from our warehouse. Our primary challenge was to ensure that every piece of equipment they required was not only delivered promptly but also maintained in impeccable condition.

The objective was to have everything in place at their location well before the shoot, allowing ample time for preparatory work.

This venture proved to be an enriching experience for all involved, cementing our reputation for excellence in the industry. It was a testament to our dedication and proficiency, resulting in a standout achievement that labeled us a well-deserved recognition.