Abu Dhabi-based post-production house, Last Cut Media, has taken significant steps to upgrade its workflow infrastructure by expanding its partnership with EditShare, a global company specialized in collaborative media production solutions. With the assistance of Advanced Media Trading, EditShare’s Middle Eastern distributor, Last Cut has bolstered its storage capacity, integrated AI-powered indexing, and adopted enhanced collaboration tools to keep pace with the rising demand for high-end content production.

At the start of 2023, Last Cut Media, renowned for providing cutting-edge post-production services across the region, transitioned from a collection of ad hoc storage systems to an EditShare-powered solution. This initial shift introduced an EFS 300 shared storage network, complemented by nearline servers and LTO tape archiving, which streamlined operations and allowed Last Cut’s creative teams to focus more on their projects and less on the technicalities of storage management.

However, as their business continued to expand, particularly in premium post-production services, Last Cut decided to return to EditShare for a substantial upgrade. The June 2024 installation doubled their storage capacity with an additional EFS 300 storage node, ensuring scalability for new projects and an ever-growing archive of high-quality content.

One of the standout elements of this expansion is the integration of Mobius AI technology into the EditShare FLOW asset management system. This AI tool enables automatic metadata generation, facilitating facial and scene recognition. Mobius boasts an extensive knowledge base with over 5,000 objects, emotions, and actions, along with the ability to recognize 10,000 famous personalities. This level of automation significantly accelerates content organization, making it easier for Last Cut’s editors and producers to search and manage large volumes of media.

In addition, Last Cut Media has implemented EditShare’s MediaSilo, a collaborative platform that replaces its previous standalone distribution system. MediaSilo’s seamless integration with Last Cut’s storage network allows remote collaborators—whether they are producers, directors, or clients located across the Middle East and creative hubs like Lebanon, Egypt, and Saudi Arabia—to review high-quality preview copies of ongoing projects in real time. This ensures that approvals and feedback loops are expedited without the need for physical presence at the post-production facility.

“In today’s fast-paced environment, clients want the best facilities without the hassle of travelling to them,” explained Saad Duaibes, General Manager at Last Cut Media. “We have clients all over the region, and MediaSilo enables us to keep them in the loop without adding to our workload. They can see the latest versions instantly and provide feedback, ensuring everything moves forward smoothly.”

Duaibes also highlighted the positive impact of EditShare on Last Cut’s growth, stating, “Since we migrated to EditShare storage, our workflows have become more streamlined, which has helped our business expand. As a result, we’ve now extended our storage to handle more projects, and we’re very comfortable with the EditShare solution. We also look forward to incorporating new technologies like AI.”

Michele Dwayk, head of sales for EditShare in the Middle East, acknowledged the importance of the collaboration with Last Cut, stating, “Last Cut Media is highly regarded throughout the region, working on everything from commercials to feature films, TV dramas, and documentaries. Each project has its own specific workflow, and EditShare FLOW is built to be flexible enough to meet these diverse needs.”

Dwayk also emphasized how the partnership with Advanced Media Trading has helped Last Cut realize new possibilities for the future, such as simplified collaboration through MediaSilo and the advanced AI indexing provided by Mobius.

This major upgrade positions Last Cut Media to better serve its growing client base while maintaining cutting-edge technology to stay ahead in a competitive industry. With their expanded storage network and integration of innovative tools, the company is well-prepared for the future of post-production in the Middle East.