GoodPeople

What GoodPeople does

GoodPeople (legal entity Good People Ltd.) is a MENA-based film and commercial production house founded in 2016 by Ali Ali, Maged Nassar, and Pierre Mouarkech. The company produces commercials, branded content, and short films for advertising agencies and global brands. Its client roster includes Heineken, Pepsi, Rolling Stones, Coca-Cola, Toyota, Lavazza, Uber, Zain, Orange, Diesel, and Sharjah Book Authority, with agency partnerships spanning Publicis, FP7, Leo Burnett, VMLY&R, and IMPACT BBDO. GoodPeople operates four offices across Cairo (headquarters), Dubai, Beirut, and Greece, with the Beirut location positioned as a specialized production-servicing hub for international shoots in the region. The company operates within the broader GP&K creative network alongside sibling agencies Kijami and Elephant, both co-founded by the same principals, creating an integrated creative-to-production ecosystem.

Revenue is generated on a project-based, per-production engagement model, with fees negotiated individually against creative briefs from agencies or directly from brands. There is no publicly disclosed pricing, subscription, or recurring revenue component — every engagement is a one-time production license. The commercial model is therefore inherently campaign-cycle driven and variable quarter to quarter, with no evidence of long-term exclusive contracts. Customer acquisition is primarily event-driven: the company invests heavily in award show participation (Cannes Lions, Golden Drum, D&AD, Clios, NY ADC, Dubai Lynx, Loeries), and was named Most Awarded Production House in the MENA Region at Cannes Lions 2022 and Production House of the Year at Golden Drum 2022, alongside being named Agency of the Year for three consecutive years. Ali Ali is independently recognized as a top 10 global director by the GUNN Report.

The company's core technology is standard commercial filmmaking infrastructure — directing, cinematography, and post-production services delivered by a small named team of founders, executive producers, producers, and a head of production. No proprietary technology, patents, software products, or AI capabilities are disclosed; competitive advantage is grounded entirely in the creative reputation of its talent roster and accumulated industry award portfolio rather than in technology or platform scale.

Name

GoodPeople

Legal name

Good People Ltd.

Website

https://goodpeople.film

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

GoodPeople is a MENA-based film and commercial production house founded in 2016 that produces commercials and branded content for global brands and advertising agencies. It operates four offices across Cairo, Dubai, Beirut, and Greece.

Ownership category

akta.pro rank

Product category

Commercial Film Production Services

NAICS

Other Performing Arts Companies (711190), Photographic Services (54192)

SIC

Services-Advertising (7310), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Event Stagehands & Production Support Crew (HSACAEAJ)

Keywords

• Commercial film production
• Advertising production services
• Branded content creation
• Production house services
• Film directing services

Headquarters

HQ city

Cairo

HQ country

Egypt

HQ region

Africa

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Commercial and Film Production Services: GoodPeople generates revenue by producing commercials, short films, and branded content for advertising agencies and directly for brands. Revenue is project-based, typically negotiated per production. The company works on campaigns for major global brands including Heineken, Pepsi, Rolling Stones, Lavazza, and others, creating TV spots, digital content, and branded films.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

GoodPeople is a commercial film production house that produces commercials, branded content, and films for advertising agencies and global brands. It offers end-to-end production services including directing, cinematography, and post-production, delivered through a roster of award-winning directors and supported by offices in Cairo, Dubai, Beirut, and Greece. Revenue is earned on a per-project basis through agency contracts and direct brand engagements.

Product overview

GoodPeople is a MENA-based production house offering full-service film and commercial production. The core offering consists of production services with a roster of award-winning directors (Ali Ali and Maged Nassar), complemented by production servicing in Beirut. The company produces commercials and branded content for global brands including Heineken, Pepsi, Rolling Stones, Lavazza, Uber, and Toyota. GoodPeople operates across offices in Cairo, Greece, Dubai, and Beirut, and is part of the GP&K network alongside sibling companies Kijami and Elephant.

Differentiator

Problem solved

Functional benefit

Brands

• GP&K network: A creative network comprising Good People and its sibling agencies Kijami and Elephant.

Products and services

• Film & Commercial Production Services Full-service production offering for commercials, branded content, and films, covering directing, cinematography, and post-production for global advertising agencies and brands.
• Production Servicing (Beirut) Production servicing offering based in Beirut, Lebanon, providing location versatility, shooting permits, and on-the-ground production support for commercials filmed in the Middle East.

Quantifiable outcome

• 2 Grand Prix, 3 Gold awards at Golden Drum 2022 including Best Film and Best Casting
• +3 more outcomes

Named customers15 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• GP&K NetworkcoreStrategic or Co-development PartnerGoodPeople operates within the GP&K network alongside sibling agencies Kijami and Elephant. The network was co-founded by Ali Ali and Maged Nassar. Elephant is Maged's creative agency that is a 'birth child of his life-long-ad-affair with Ali Ali'. GoodPeople, Kijami, and Elephant function as sister companies within the same creative network.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MJZ: Long-established global commercial production company with elite directors such as Spike Jonze and David Fincher. Closely comparable business model: marquee director roster, agency-driven briefs, and a Cannes/D&AD award pedigree.
• Anonymous Content: US- and LA-based production company known for award-winning commercials and feature films, representing a roster of top-tier directors. Comparable as a director-attached production house where talent reputation drives brand wins.
• Park Pictures: International commercial and long-form production company with a director-led model. Comparable in delivering agency-briefed commercials for global brands through a roster of high-profile directors.
• Knucklehead: UK-based commercial production company producing for global brands and agencies. Comparable as an agency-partnered, director-led production house with international reach.
• Radical Media: Global commercial and branded content production house with offices in the US, Europe, and beyond. Directly comparable as a director-led, award-driven production company serving top global brands and agencies across film, commercial, and documentary work.
• Smuggler: Global production company with offices in the US, Europe, and elsewhere; produces commercials and feature films. Comparable as a multi-region, award-winning, director-attached commercial production house.
• Tool of North America: Commercial production company with a roster of award-winning directors. Comparable as a boutique-to-mid-sized production house competing for the same global brand briefs through director talent.
• RESET Content: International commercial production and creative content company. Comparable as an agency-briefed, globally distributed production house working with Fortune 500 brands across film and digital.

Broad incumbents

• The Mill: Global creative production and post-production company spanning film, VFX, and experiential. Adjacent incumbent offering broader production capabilities than GoodPeople and competing for the same agency-level production budgets.
• FP7 McCann (MullenLowe): Major regional advertising network headquartered in MENA and a named client partner of GoodPeople. Comparable not as a peer but as a key customer/agency channel through which GoodPeople's directors receive briefs in the region.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubevimeo.com/goodpeoplefilms
• Facebookfacebook.com/goodpeoplefilms
• Instagraminstagram.com/goodpeoplefilms
• LinkedInlinkedin.com/company/goodpeoplefilms

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GoodPeople