BORN IN THE 90s
At First and Ten Productions (FTEN), our mission has always been simple - help brands stand out amongst the noise.
Founded in 1999 and expanding into the Middle East in 2013, FTEN built its reputation producing content for global platforms and brands including Netflix, Red Bull, and Will Smith, alongside some of the region’s leading agencies.
Today, we continue to evolve - combining creative production with a more strategic, performance-led approach to content.
To create purpose-led content that drives measurable business outcomes across acquisition, conversion, and retention.
To redefine the role of a production company – becoming a strategic content partner that helps brands stand out, build trust, and be seen where it matters.
CREATIVELY LED
We push creative boundaries with intent, not ego. Every idea is designed to stand out.
Purpose Driven
Every project starts with a clear objective. We create with direction, not guesswork.
Performance Focused
Our work is built to deliver measurable impact across acquisition, conversion, and retention.
Strategically Grounded
We think beyond content, aligning creative with positioning, audience, and business goals.
Technically Excellent
We maintain the highest standards in production and delivery, ensuring consistent quality.
Commercially Aware
We understand the business behind the brief, ensuring our work contributes to real outcomes.
Human-Centric
We create content that connects, keeping audience and client experience at the centre.
Collaborative by Design
We work closely with clients and partners to produce stronger, more aligned outcomes.
Accountable & Professional
We operate with ownership, clarity, and discipline in everything we deliver.
Continuously Improving
We refine our craft, systems, and thinking to raise the standard of our work consistently.
AS THE INDUSTRY EVOLVED, SO DID WE
FTEN operates with a core team of creatives, producers, and specialists bringing decades of experience across commercial production, B2B projects, and global partnerships.
Our work has supported international productions distributed across platforms, including Apple TV, Amazon Prime, Netflix, YouTube, and Facebook.
In 2020, FTEN X was launched as the strategic arm of First and Ten Productions - built to challenge the traditional production model.
We identified a gap between premium content and the results it was expected to deliver.
FTEN X was created to close that gap - combining purpose-led content, strategic thinking, and performance-driven delivery into one integrated approach.
Rajeev Virani directing a shoot with A. R. Rahman
THE TEAM
We get things done, when others can't.
We’re a melting pot of diverse cultures, world-class talent, strong opinions and brilliant ideas. As different as we are though, one common thread is our relentless drive to produce exceptional work.
As a bunch of straight shooters and risk takers, we work collaboratively with our clients to push their limits and creative boundaries. No matter how large, challenging or demanding a project may be,we do it with good intentions and good vibes, every time.
CREATIVE DIRECTORS
CONTACT DETAILS
Say hello.
We’re a down-to-earth, laid back bunch, who are always keen for a chat.
Whether you’re an ambitious brand looking to create great content, an independent creator whose talent we can lean on, or an eager individual wanting to join our team, then please get in touch, we’d love to hear from you.
First and Ten Productions LLCUnit No. 105, Arenco Office Building 4, Dubai Investment Park 1,United Arab EmiratesEmail: info@ften.aePhone: +971 4 3466685 / +971 50 2919478 / +971 55 3796845