Reflect Developments asked Strike Media to produce a full-scale music video for their new compound, Moment Community — a residential project whose entire identity is built around the idea of shared, lived moments. The brief: find the right artist, the right song, and produce a campaign-quality video that gives the project an emotional heartbeat beyond typical real estate advertising.
Strike Media brought in Wael Jassar — one of the Arab world’s most recognisable voices — and commissioned a bespoke track: لحظة (Moment), written by محمد نصار, composed and arranged by مدين with arrangement also from أكرم عادل. The music video was produced end-to-end by Strike Media, released August 4, 2026.
Emotional Positioning: Move Moment Community beyond real estate category language — give it a song, a feeling, and a cultural moment that outlasts the campaign cycle.
Artist-Led Awareness: Leverage Wael Jassar’s audience to introduce the project name to a wide, sentiment-primed audience who had never encountered the brand.
Campaign-Quality Video: Produce a music video that works as both a standalone piece of content and as the anchor asset for Reflect Developments’ social, digital, and out-of-home campaign.
Full Production Ownership: Handle creative development, song commissioning, casting, production design, shoot, and post — a single integrated handoff from brief to final deliverable.
Song-First Strategy: Commissioning a bespoke track from scratch — with lyricist, composer, and arranger all aligned — required a production pipeline most agencies don’t operate. Strike Media built and coordinated the creative team from day one.
Real Estate Without the Brochure: Making a real estate project feel human on screen, without defaulting to architectural walkthrough tropes, demanded a narrative approach — scenes built around emotion, not square footage.
Artist Integration: Wael Jassar’s presence had to feel natural to the project’s identity — not like a paid placement. Aligning his performance register with the film’s visual tone required careful directorial judgement across all production layers.
Scale and Timeline: A full music video commission — from brief to published master — executed at a production value consistent with major label releases, delivered on a real estate campaign schedule.
لحظة released August 4, 2026 on all platforms — Wael Jassar’s first summer 2026 competitive release, giving Moment Community a cultural footprint before a single billboard was printed.
Production Team:
Lyrics — محمد نصار (Muhammad Nassar)
Music & Arrangement — مدين (Madin)
Additional Arrangement — أكرم عادل (Akram Adel)
Artist — وائل جسار (Wael Jassar)
Full Production — Strike Media
Client: Reflect Developments · Moment Community compound
Deliverables: Bespoke song + full music video + making-of content
A behind-the-scenes look at how Strike Media brought لحظة to life — from brief to final frame. Covers the full production process: casting, set design, direction, and the collaboration with Wael Jassar.
