Sc. 00 Cold open
Shot list
Keys: → next moment, ← back, I this list, P present mode, F full screen.
A Cairo-first social series that brings Think Human’s people, culture and creative thinking to life.
Move the light across the wall.Touch the wall to light it. Every face on it is a real Think Human.
Step insideSc. 01 The opportunity
It should make people understand the people and thinking behind it.
Client work, campaigns and polished outputs can show what an agency makes.
Keep scrolling to look behind it.
that shape the work.
Output
People
The opportunity
Make the humans behind Think Human visible. Start with Cairo, then connect both offices.
The shift
From showing outputs to showing people, perspective and process.
Sc. 02 The objectives
Entertainment is the entry point, not the whole strategy.
Make them watch.
Create watchable, relatable short-form content that earns attention and shares.
Make them feel.
Reveal real personalities, team dynamics and the culture behind the agency.
Make them believe.
Connect the people to their thinking, process and client work, giving prospects a reason to explore further.
The content should make people watch, feel, and then believe.
Sc. 03 The strategic idea
The creative thought
A recurring, character-led series that uses mockumentary humour and confessional interviews to reveal the real people, opinions and everyday absurdities behind a creative agency.
Inspired by the format of workplace mockumentaries. Not a copy of their characters or stories.
Sc. 04 The format
One series universe. Several ways to tell the story.
[ awkward pause ]
ConfessionalTake 2
[ reacts to what just happened ]
Trends.
Stand-in frames from Think Human portraits. Nothing has been shot yet.
Production language
Sc. 05 Brand personality
The humour should come from real behaviour, not forced punchlines.
Observant
Notices what others miss.
We noticed you arrived.
Has a point of view.
Human
Warm, imperfect and relatable.
Culturally curious
Pays attention to people, places and patterns.
Self-aware*
Can laugh at itself without undermining its expertise.
*Yes, a slide that calls itself self-aware is a bit much. We know.
Not this
Sc. 06 Cairo × Dubai
Cairo should feel distinctly Egyptian, without feeling disconnected from the regional brand.
القاهرة
--:-- in Cairo right now
Egyptian Arabic-led. Local references, everyday office dynamics, humour and cultural observations.
يا جماعة، البريف اتغيّر تاني.
Mahmoud RamadanCreative Director, Egypt
Amena MoustafaAssociate Client Partnerships Director
دبي
--:-- in Dubai right now
Its own people, language mix, humour and cultural context.
Guys, the brief changed again.
Ahmed SherbiniCEO
Tiago BastosCreative Director
Anastasia YounesStrategy Director
Rahul DattaMedia Director
Kartik AiyarCreative Director
Drag the × to lean into one city.
Shared thread Different backgrounds. Different perspectives. One Think Human.
Sc. 07 Human × AI
Generate options, organise information, speed up repetitive tasks.
Read context, challenge assumptions, choose what matters and shape the meaning.
The tool supports the thinking. It doesn’t replace the people responsible for it.
Potential episode
0 ideas on the table
Now make the call:
20 options in. One direction out. That one became this series.
Show the workflow. Don’t rely on claims about what other agencies do.
Sc. 08 Pilot season
A small pilot gives us room to test the format, cast and audience response.
Ep. 01
Introduce the office and the series’ tone.
Ep. 02
Reveal team personalities through quick scenes and confessionals.
Ep. 03
Turn a familiar agency-work moment into situational comedy.
Ep. 04
Show how human judgement turns options into a meaningful direction.
Ep. 05
Show different interpretations of the same situation.
Ep. 06
Connect both offices through a shared brief or cultural observation.
Scroll to move along the strip. Open any episode.Swipe the strip. Tap an episode to open it.
Sc. 09 Pilot example
Illustrative beat sheet. Dialogue should be adapted to the CEO’s real personality.
[ on a call ]
حضرتك شغال هنا؟Do you work here?
آه.Yeah.
في شركة إيه؟Which company?
Think Human.
[ a beat. He looks at camera. ]
focused
إحنا مؤمنين إن الأفكار العظيمة بتبدأ بفهم الإنسان.We believe great ideas start with understanding people.
[ cut to: a tiny office debate about lunch ]
Cairo
Animatic with stand-in frames. Not production footage.
The CEO enters the building, on a call. A stranger asks:
Strangerحضرتك شغال هنا؟(Do you work here?)
CEOآه.(Yeah.)
Strangerفي شركة إيه؟(Which company?)
CEOThink Human.
A beat. The CEO looks at camera.
Quick cuts of real team members at work: focused, distracted, debating, laughing.
VOإحنا مؤمنين إن الأفكار العظيمة بتبدأ بفهم الإنسان.(We believe great ideas start with understanding people.)
Cut to a tiny office debate about lunch.
THINK HUMAN, CAIRO.
A small, funny introduction. Not a corporate explainer.
Sc. 10 Execution
The idea depends more on timing and personality than on expensive production.
Call sheet
How a 30 to 60 second episode is cut
00:00 / 01:00
Fast cuts, natural sound, subtitles throughout, and room for the pause where the joke lands.
Sc. 11 Distribution and measurement
Did they watch?
Did they feel something?
Do they believe?
Pilot principle
Set a baseline first. Compare the six episodes against recent account performance, then decide what to repeat, refine or stop.
The board is empty on purpose. It gets filled after the pilot, with real numbers.
Make people watch.
Make people feel.
Make people believe.
Sc. 12 The ask
Tick all three to call action.
Action.
Six Reels. Cairo first. Then we learn.