Domty: An AI Commercial That Took an Egyptian Saying Literally
TL;DR: An AI commercial for Domty, the Egyptian cheese and bakery brand. A schoolkid's arm stretches through a tunnel of notebooks and crayons to reach the Domty sandwich in his bag. Directed by Mohamed Abdelwahed with 18 AI video takes.
What was the brief?
Domty wanted a film for its sandwich that kids — and the parents who pack the lunch box — would remember. The line is pure Egyptian: «طعم ما يفلتش من إيدك» — a taste that won't slip away.
What was the idea?
Say it, then show it. We took the Egyptian expression literally: a hand that will not let go of the sandwich, however far it has to stretch. In a real-feeling Egyptian classroom, a kid's arm stretches out, dives through a world made of stationery, reaches the bag, and closes on the Domty pack. Back in his chair, he takes the first bite and nobody notices.
How was the Domty ad made with AI?
Mohamed Abdelwahed, AI video director, built the surreal moment on top of a very real base:
• Cast in the classroom. The classroom was generated like candid photography, so the surreal part lands harder.
• Design the hand first. The stretching arm was built on its own: one long arm on white, then the same exact hand isolated four times until the fingers and skin matched the kid.
• A world made of stationery. To reach the bag, the arm dives through a tunnel of notebooks, rulers and crayons — seven passes at the same world.
• Eight 15-second reaches. The arm shot was generated eight times; the start, middle and end of every take were compared before choosing.
• The crinkle. Inside the bag, the hand closes on the pack, and the camera goes in very close, twice, until the crinkle of the wrapper reads.
• The pack as hero. The packshot, the bread on its own, and the pack on a school desk next to a calculator close the film, on Domty blue with the Arabic line.
Tools: Higgsfield for video (18 takes); Nano Banana and GPT Image for stills; edit by Mohamed Abdelwahed.
Real numbers: 18 AI video takes totalling 206 seconds of generated footage; 30 AI stills; one very long arm.
What was the hardest part?
Making the impossible feel ordinary. A stretching arm only works if everything around it is believable — the classroom, the light, the kid's reaction. That is why the classroom was treated like documentary photography.
Matching the hand. A hand that changes skin tone or finger shape mid-reach breaks the joke. Isolating the hand and regenerating it until it matched was the fix.
Product truth. The pack had to look like the real Domty pack and sit at a believable size in a kid's hand.
What was the result?
A finished Domty commercial with its product moments and instruction sheet.
Credits
• Client: Domty (Arabian Food Industries)
• Edit & direction: Mohamed Abdelwahed
• Video: Higgsfield · 18 takes
• Stills: Nano Banana · GPT Image
FAQ
Can AI make a believable food commercial? Yes, when the product pack is matched to the real one and the surreal idea sits inside a realistic world.
Who directed the Domty AI commercial? Mohamed Abdelwahed, an Egypt-based AI video director and senior art director.
How many AI takes did the Domty ad use? 18 Higgsfield video takes (206 seconds generated) and 30 AI stills.
ملخص بالعربي
إعلان دومتي بالذكاء الاصطناعي: أخدنا التعبير المصري «طعم ما يفلتش من إيدك» بالحرف. إيد طفل في الفصل بتتمط وتعدي من نفق كشاكيل وأقلام لحد ما توصل لساندوتش دومتي في الشنطة. من إخراج محمد عبد الواحد، واتعمل بـ١٨ take فيديو على Higgsfield و٣٠ صورة.
Mohamed Abdelwahed — AI Video Director & Senior Art Director · one@abdelwahed.art