Mobilawy — تحدي «دبّلها» / Double It
/ Overview
Khaled taps a Mobilawy notification called «دبّلها» and the workshop takes him literally — one car becomes two, one carton becomes four, and two taps too many produce two more Khaleds — until he wakes to find the only thing that really doubles is his points.
Scan Mobil Super. Double your points. «دبّلها» is already how the Saudi street says "make it double". Everyone understands doubling. Nobody had seen it happen. This 60" film makes it happen, in a Jeddah workshop, with a straight face.
A Full GenAI production for Mobilawy, Mobil's loyalty platform in KSA — written, cast, shot, scored and finished generatively by Cyborg Studios, under the creative direction of Sameh Al Tawil.
We don't prompt. We orchestrate.
Credits
Client
Mobil / ExxonMobil KSA via APSCO
Platform
Mobilawy
Market
KSA
Creative Storytelling & Direction
Sameh Al Tawil — سامح الطويل
GenAI Team
Muhammad Ashour, Arwa Alaa, Eyad Sakhr
Editing
Nabil Salem
Voice Over
Omar Osama
Copywriting & GenAI Music
Sameh Al Tawil
Full creative GenAI Production
Cyborg Studios
/ Project Details
NameMobilawy — تحدي «دبّلها» / Double It
ClientMOBIL KSA
IndustriesAI Film
Year2026
/ Challenge
Mobilawy needed a new scan challenge that moves two Mobil Super grades — 20W-50 and 0W-20 — in the same window, with a mechanic that workshop owners and retail buyers get instantly.
The job: make the 2X mechanic the most memorable thing in the film by making it physically literal, then land the real offer with total clarity.
/ Provided Services
Creative concept & script
The idea, the scene-by-scene script and the structure of the 60" master, built so every cutdown keeps the joke.
Full GenAI film production
The complete TVC, conceived and produced generatively from day one.
Character creation
Khaled: one man, one face, three bodies — consistent in every frame.
Art direction & cinematography
A locked-off, documentary-real workshop where the impossible obeys the room's light.
Voice-over
Saudi narration, dry and close, in Hejazi-neutral Arabic.
Music & sound design
An original oud-and-tabla score and one designed sound for every doubling.
Post-production
Screen replacement, label-true packshots, grade, mix and mastering to broadcast delivery.
Versions
The 60" master plus 30", 15", 10" and 6" cuts, and vertical and square recomposes for social.
/ Solution
One device, escalated three times. Every doubling is a slide-out: the copy peels sideways out of the original like a sheet leaving a printer, with a dry mechanical chk-chunk. No glow, no particles, no morph. First the truck, then the cartons, then Khaled himself.
Deadpan magical realism. Khaled lives in a workshop that malfunctions beautifully; the narrator lives in a comedy. The three Khaleds are not clones with personalities — they are the same man, moving like the same man, and none of them is surprised to be three.
Then the white flash, the wake, and the one look to lens: the dream was real, and the real thing is the points.
/ Tech stack
AI casting & character consistency
One face, locked across three bodies and every shot.
Stills-first pipeline
Face-approved keyframes before any motion — no shot moves until the faces are signed off.
Two-path motion generation
Every sequence produced shot-by-shot and as continuous patches, then cut from whichever wins.
The three-Khaled beats
Generated as one multi-reference pass and as three single passes composited on a locked plate.
Product & UI truth
Real bottle labels and real Mobilawy app screens placed in post, so nothing generated reaches the viewer wrong.
Grade & sound
A film-camera look in one colour family across dream, wake and reward; music and voice finished to broadcast.
/ Process
The dream is shot like a documentary that has a bug. Frames are locked off, nothing floats, and the camera never moves while anything doubles — the duplicate moves. The camera moves only twice with intent: the push-in at the wake and the pull-back at the end.
Silence does the heavy lifting. The two hard cuts that produce Khaled 2 and Khaled 3 land on nothing but fluorescent hum, and so does his «يا الله». Music enters only when the offer does, and resolves on the laugh.
/ Pipeline
Concept & script
The idea, the slide-out device and the scene-by-scene structure.
Character & product assets
Khaled's model sheet, the three-body plate, both Mobil Super bottles, the seal and the carton.
Keyframes
Every shot as a still first, with a face-approval gate before motion.
Storyboard sign-off
Client approval of the device, the three-Khaled reveal and the look to lens.
Motion generation
Shot-by-shot and 30-second patches, compared and cut.
Post-production
Screen replacement, label lock, the three-Khaled composite and grade.
Sound
Voice-over, original music, the slide-out sound and the mix.
Delivery
QC gate, then the master, the cutdowns and the verticals.
/ Results
A loyalty mechanic you can see. Every scan in this film is a lateral slide the room cannot argue with, until the only thing left to double is the points.
Human direction, generative production. Creatively led by Sameh Al Tawil and produced end to end as Full GenAI, the film keeps one face across three bodies, one duplication device and one look to lens — the craft of comedy intact, the tools reinvented.
مع موبيلاوي… أنت دائمًا كسبان — With Mobilawy, you're always winning.
/ By the numbers
60"
Master runtime — 16:9, 4K, Arabic VO with an English-subtitled cut.
24
Shots in the master.
3
Khaleds. One face.
1
Duplication device, escalated three times.
2X
The mechanic: scan Mobil Super, double your points.
7
Versions — from the 60" master to the 6" bumper, vertical and square.
