Choose Your Corner: Behind Our Multibank Campaign with Khabib Nurmagomedov

We recently wrapped production on a new social ad campaign for Multibank, shot on location in Dubai and fronted by Khabib Nurmagomedov. It’s the latest in a run of projects where we’ve partnered with elite athletes to build brand campaigns that feel true to who they are, and this one pushed us in ways we’re genuinely proud of.

The Concept

“Choose Your Corner” is built around Khabib’s identity as an undefeated fighter. Throughout his career, he’s always known exactly which corner to stand in, and exactly why that choice matters whether it’s in the ring, in his team, or in the people he trusts.

We took that idea and used it as the creative backbone for the entire campaign, translating it into a visual language that fits Multibank’s brand identity: sharp, confident, and built on trust. Every frame, every transition, every choice of location was designed to reinforce the same message, that where you stand, and who you stand with, says everything about who you are.

The result is a campaign that doesn’t just feature Khabib as a recognizable face, but uses his story and his mindset as the actual narrative engine of the ad. It’s the kind of concept-led work we aim for on every brand campaign we take on.

Filming at This Level

Working with an athlete of Khabib’s stature moves fast. Tight schedules, high expectations, and very little room for a take that doesn’t land,  that’s simply the pace of a production like this, and it’s part of what makes these projects exciting.

There’s no luxury of extensive re-shoots or long, exploratory sessions on set. Instead, the team has to arrive prepared, know exactly what they’re after creatively, and be ready to adapt the moment plans shift. Locations, lighting, and shot lists all have to flex around a schedule that isn’t built for a film crew, it’s built around one of the busiest athletes in the world.

Shooting on location in Dubai added its own layer of complexity, from managing permits and logistics across the city to making sure every set piece matched the tone the campaign demanded. This is where knowing the city inside out matters most,  knowing its locations, and how to move a full crew through them without losing a single shooting day. Our team adapted on the fly throughout the shoot, and that adaptability is visible in the final cut: confident, tightly paced, and unmistakably authentic to Khabib.

Part of a Larger Body of Work

This project sits alongside other work we’ve done with elite athletes and their brand partners, including campaigns with Aryna Sabalenka and Peter Sagan. Each comes with its own creative brief, its own brand voice, and its own set of production challenges. But all of them fall under the same umbrella we’ve built our reputation on: telling athletes’ stories on camera in a way that actually holds up.

The throughline across all of them is the same,  figuring out how to film elite athletes in a way that feels authentic to who they are, not just polished for a brand. That’s the standard we hold ourselves to on every project we take on, and it’s exactly what we set out to do with Khabib and Multibank.

If you’re looking for a team in Dubai to bring a brand or athlete campaign to life, this is the kind of work we love making.