Meet Saudi animator Malik Nejer — the man behind ‘Masameer County’

Meet Saudi animator Malik Nejer — the man behind ‘Masameer County’
Saudi animator Malik Nejer created  “Masameer County.” (Supplied)
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Updated 16 March 2023

Meet Saudi animator Malik Nejer — the man behind ‘Masameer County’

Meet Saudi animator Malik Nejer — the man behind ‘Masameer County’
  • The Saudi animator’s taboo-busting cartoon has just started its second season on streaming giant Netflix 

DUBAI: You may not have felt it, but there has been a seismic shift in Saudi Arabia. Saudi animator Malik Nejer has certainly felt it. Audiences across the Kingdom have decided that international content is now secondary; Saudi voices are ready to lead the conversation. In cinemas, a Saudi film continues to break record after record and, on streaming, Nejer’s own creation “Masameer County” is set to rocket up the charts as its acclaimed second season debuts on Netflix.   

“You can really feel the change. In the past, we’ve always had trouble with investors because they were so cynical about Saudi films. They’d ask us, ‘How is this going to go up against a Disney or Marvel film?’ Now, they know Saudi content can take on anything,” says Nejer. 




Nejer’s own creation “Masameer County” is set to rocket up the charts as its acclaimed second season debuts on Netflix.(Supplied)

He gets the skepticism, though. Long before Nejer created “Masameer,” he, too, was cynical about the film and television produced in the Kingdom. 

“Let’s say we put film and TV into a classification system, going from ‘Class A’ to ‘Class D.’ Below that, you have the stuff stuck to the bottom of the barrel that you scrape off at the end, throw at the screen, and hope someone will watch it. For the longest time, Saudi shows fell into that latter category,” jokes Nejer.    

This is years of frustration talking. As a child, he would spend his time watching international cartoons, and when he’d switch to Saudi programming, he could find nothing except for, in his own words, “cheesy and ridiculous soap operas.”  




The team released a “Masameer” film in cinemas in 2020 which became a huge hit, and signed a five-year deal with Netflix, releasing the movie globally as well as rebooting the show as “Masameer County.” (Supplied)

“These characters were not representative of the average Saudi person,” he says. “I just wanted characters to have normal conversations, who are probably as foul-mouthed as regular people. Deep down, I wanted to drop all the ‘Days of our Lives’ stuff and flip it into a freaking Tarantino film.” 

It was the early Nineties, and Nejer was growing up in a much more conservative society than had the man in his life he admired most, his grandfather. Things in the Kingdom had changed in the 1970s, and the restrictions on so much of life back then weighed on a young Nejer. He was being told one thing at home and another outside of it, and he had trouble reconciling the two worldviews.  

“My grandfather was a foul-mouthed old man, who was also a very nice old man, with a code of ethics. Then I went to school and they told me anyone with a foul mouth is evil. It just didn’t line up for me. The best guy I knew was my grandfather, and so I didn’t listen to them. I became foul-mouthed too,” he says, then quickly clarifies: “(I don’t use that to) attack people, but it’s definitely how I express myself.”  




Long before Nejer created “Masameer,” he, too, was cynical about the film and television produced in the Kingdom. (Supplied)

It’s the way he wanted his characters to talk, too. His journey into animation started as a kid growing up in the small town of Dawadmi, Saudi Arabia, a three-hour drive from Riyadh. 

“I loved cartoons, but no one could tell me how cartoons were made. I started experimenting with paper, drawing stick figures, and accidentally made a flipbook one day. No one had taught me how, but I stumbled upon it. In that moment, I was hooked. I said to myself, ‘I love this. I want to do more,’” says Nejer.  

Nejer spent all his free time continuing to experiment, getting in trouble with his brothers because he stole their schoolbooks to make more drawings when he ran out of paper of his own. When he got to the age where he could choose an educational path, he looked for a university that offered animation in the Kingdom in 2004, only to find nothing.  

“The closest I could find was a College of Education where I could train to be a teacher and, as part of that, I could learn to become an art teacher,” Nejer says. “I ended up studying law, of all things.” 

He dropped out after two years and went into advertising, figuring that he might at least have the opportunity to draw. He was able to take a course in Flash animation, and when YouTube started to become ubiquitous in 2009, he uploaded his first short film. Two days later, he got a call from the director of a sketch comedy show at MBC, asking if he would like to contribute shorts.  




“Masameer” grew into a phenomenon, and when Saudi Arabia reopened its cinemas and established the makings of an official film industry, Nejer and his production company, Myrcott Animation Studio, were ready. (Supplied)

By 2010, as much as he enjoyed his work on the show, he found himself gravitating less and less towards television and more towards YouTube — finding original shows by Saudi creators popping up every day. 

“They were different — genuine, fun, and interesting to watch,” he says. “I said, ‘I need to do a show on YouTube, too.’ So I quit my job at MBC, and started working on that. Within a year, I started putting out ‘Masameer,’ and the first episode had 100,000 views in the first week. It just took off,” says Nejer.  

“Masameer” became a reflection of his own philosophy, full of trash-talking, taboo-breaking characters that pushed the boundaries as far as they could go while always remaining distinctly Saudi and refreshingly real. 

“That was the secret sauce. People tuned in because these cartoon characters spoke like their cousin, their friend, or someone they knew at work — people they’d never seen on TV. And it was YouTube — there was no one to tell us no; it was all kids hanging out on there,” says Nejer. 

“Masameer” grew into a phenomenon, and when Saudi Arabia reopened its cinemas and established the makings of an official film industry, Nejer and his production company, Myrcott Animation Studio, were ready. They released a “Masameer” film in cinemas in 2020 which became a huge hit, and signed a five-year deal with Netflix, releasing the movie globally as well as rebooting the show as “Masameer County,” which continues to grow and change from its original, rough, web creation. 

“With this Netflix show, we actually had to have story structure rather than just mindless comedy, and that changed things drastically,” Nejer says. “It was completely fresh, and challenged us in different ways, and that made people continue to tune in.”  

Three years into the five-year deal with the streaming giant, Nejer and Myrcott are working on a number of projects that he can’t yet reveal, including theatrical projects. He will allow he’s something of a pioneer when it comes to the Saudi film and television landscape, but he doesn’t like to think about it. 

“I’m more focused on just making good stuff at this point. I do want to create something that resonates with an international audience, that goes viral across the world. Saudi stories are very specific, but at the end of the day, they’re human stories, and if you do that right, that will work anywhere,” says Nejer. 

“That’s my end goal, I guess. And if I ever achieve that, I’m know I’m just going to feel depressed, because then there’s nothing else to do.” 


Influencer-loved The Giving Movement goes luxe with new Ramadan collection  

Influencer-loved The Giving Movement goes luxe with new Ramadan collection  
Updated 27 March 2023

Influencer-loved The Giving Movement goes luxe with new Ramadan collection  

Influencer-loved The Giving Movement goes luxe with new Ramadan collection  

DUBAI: Founded by Dominic Nowell-Barnes, popular sustainable brand The Giving Movement — the UAE-born label known for disrupting the Middle East athleisure scene — has launched its Ramadan Collection featuring luxurious fabrics and timeless silhouettes.   

“Our collection is a futuristic and luxurious take on modest partywear special designed for the holy month of Ramadan. The fabrics are a mix of luxurious plisse and satin. We have created some beautiful showstopping pieces with special tassel trims as well as timeless all over monogram prints which were first initially showcased at Arab Fashion Week last year,” said Khairunisa Suhail, head of design at TGM, in an interview with Arab News.  

 

 

Suhail, who developed her design signature while working in the UK and Stockholm, brought her love for Scandinavian designs, streetwear and minimalist ideology to TGM, which is also reflected in this latest drop.  

“As well as the fabrics and trims being sustainable and the collection being made right here in the UAE, we have carefully designed each piece to be comfortable, elegant and regal. Each piece is specially designed to make you feel like royalty,” said Suhail.  

The Ramadan Collection features luxe fabrics like plisse and satin. (Supplied)

While the modest collection is specially made with Ramadan in mind, the pieces are diverse and inclusive and can be worn comfortably whether you are planning a trip to the beach or heading to a special iftar with friends and family, added Suhail.  

“We believe comfort goes hand in hand with style. Comfort is at the forefront of our thinking when designing as it’s an important USP of ours. We want you to be comfortable in our designs whilst looking and feeling your best,” she said.  

 

 

As a brand, TGM has also done its fair share of charity work, especially during Ramadan.   

“We are extremely proud and grateful to be able to give back whilst doing what we love. We donate to our two partnered charities, Harmony House and Dubai Cares. Internally, we also organize charitable events such as iftar box handouts where the full team will help towards this cause during Ramadan. Last year, we partnered with The Giving Family to do this,” said Suhail.  


With her Syrian heritage, designer Daniela Cassab is putting Mexican craftsmanship on the global map  

With her Syrian heritage, designer Daniela Cassab is putting Mexican craftsmanship on the global map  
Updated 27 March 2023

With her Syrian heritage, designer Daniela Cassab is putting Mexican craftsmanship on the global map  

With her Syrian heritage, designer Daniela Cassab is putting Mexican craftsmanship on the global map  

DUBAI: Mexican designer Daniela Cassab, whose grandparents migrated from Aleppo, Syria, knows how to make the perfect leather jacket. Founder and designer of her artisanal label, DanCassab, she specializes in handmade leather garments in Mexico designed to transcend seasons and pass down through generations.   

The designer was in Dubai earlier this year to launch her exclusive pop-up at THAT Concept Store. Arab News caught up with her to understand her love for outerwear and what goes behind creating each piece.  

 

 

 

Born and raised in Mexico, Cassab grew up around fashion. Her family has been in the textile industry, and her father's factories manufactured jeans for Guess and Marciano.   

After studying art history at the prestigious Parsons School of Design in New York, she moved back home and realized the possibility of starting a label that valued slow fashion and focused on preserving the heritage and crafts of her country.   

Mexican designer Daniela Cassab specializes in outerwear. (Supplied)

 In 2016, DanCassab was born, one of the pillars of the brand being her employment of highly skilled local artisans.  

 Her specialty? Outerwear — you always need a perfect jacket that you can wear with jeans and a silk dress,” she explained.  

 

 

 

One look at her bestselling Loretta jacket, and it's hard not to fall in love with its glamorous cowboy aesthetic, oversized collar and soft fringes. Inspired by traditional jackets called Cuera Tamaulipeca worn by hunters in the Mexican state of Tamaulipas, she explained that typically fringes were designed to shed rain.   

“Four years ago the government from Tamaulipas wanted to reinterpret the Cuera Tamaulipeca and asked me to do it in a more contemporary way. That’s how our Iconic ‘Loretta’ came to life, and it was a hit. That was the first piece that started the idea of fringes, and I also love the whole cowboy vibe,” she said. Each of her pieces is handmade from the finest leathers using traditional construction techniques and can take six-to-eight days to create. Elsewhere, her beaded fringed jackets are equally covetable – especially with their Rock'n'Roll vibe.   

Daniela Cassab describes her clothes as works of art – because of the time and dedication that goes behind them. (Supplied)

She describes her clothes as works of art – because of the time and dedication that goes behind them. “The beading takes hours as it's done by hand. Additionally, unlike other materials, leather has no give – if you stitch it the wrong way, you must go back and do it all over again.”   

When it comes to her Arab roots, the designer said her heritage inspires her work ethic.  

“My Arab roots inspire me in the business area, since I was very young I was able to see how my great grandparents and my grandparents who came from Syria started a business in a completely different country. They were very agile and used to selling textiles. It was their passion, they were capable of creating a very big textile empire that lasted for generations until today,” she said, adding: “This is how I learned the importance of working, of falling in love with your passion and what you desire… the perseverance and the way they communicated with clients was also special, it’s a magical approach that makes customers fall in love.” 


Sudan’s speciality ‘bittersweet’ Ramadan drink

In Sudan, the brew is so identified with Ramadan that even the US embassy took to Twitter to promote its staff making it.
In Sudan, the brew is so identified with Ramadan that even the US embassy took to Twitter to promote its staff making it.
Updated 26 March 2023

Sudan’s speciality ‘bittersweet’ Ramadan drink

In Sudan, the brew is so identified with Ramadan that even the US embassy took to Twitter to promote its staff making it.
  • In Sudan, the arduously made “helo-murr,” which means “bittersweet,” is a drink synonymous with Ramadan
  • It can be found on almost every table across the northeast African country at the end of the day’s fast

OM ESHR, Sudan: As generations of Sudanese have done before her, Wissal Abdel Ghany crouched next to a fire to prepare a traditional drink, a thirst-quenching favorite enjoyed during the fasting month of Ramadan.
In Sudan, the arduously made “helo-murr,” which means “bittersweet,” is a drink synonymous with the Islamic holy month.
It can be found on almost every table across the northeast African country at the end of the day’s fast.
“Without it, our table feels empty,” said Abdel Ghany, wearing a bright orange headscarf.
She sat in a small room in the village of Om Eshr, on the outskirts of the capital Khartoum, which teemed with a small force of women busily scraping and spreading a mixture before serving the beverage in clear glasses.
The drink has satisfied thirsty fasters for decades and recipes are “inherited from our mothers and grandmothers,” the 43-year-old said.
Corn is harvested and left to dry in the sun before being ground and mixed with spices such as fenugreek, cumin or even hibiscus — Sudan’s other essential Ramadan beverage.
This mixture is then soaked in sugar and water for several days.
Abdel Ghany spread a layer of the thick brown paste over a grill plate above the coals of a wood fire, cooking it into a thin, leather-colored film.
The resulting crepe-like layer is then peeled away and stored — ready to be soaked in the final step to create the beloved drink.
Served as cold as possible, the drink is one of many ways that fasting Sudanese cool off, a significant challenge in one of the world’s hottest countries.
The daytime fasting month of Ramadan is one of the five pillars of Islam.
Observant Muslims refrain from eating and drinking from dawn to dusk, after which they traditionally gather with family and friends to break their fast.
In Sudan, the brew is so identified with Ramadan that even the US embassy took to Twitter to promote its staff making it, with diplomats wielding wooden spoons over embers and sipping the amber liquid.
Abdel Ghany said preparing the drink is a collective effort, bringing “together our sisters and friends.”
“We make it together to share among ourselves,” she said.
In Sudan’s cities, she added, some people don’t make it themselves.
“But they still have to offer it for dinner, so they buy it ready-made,” she said.
For Abdel Ghany, the preparation of helo-murr and the holy month cannot be separated.
“All it takes is a whiff of the scent coming out of a home to know that Ramadan is here,” she said.


London’s Victoria & Albert Museum hosts ‘open iftar’ for hundreds

London’s Victoria & Albert Museum hosts ‘open iftar’ for hundreds
Updated 26 March 2023

London’s Victoria & Albert Museum hosts ‘open iftar’ for hundreds

London’s Victoria & Albert Museum hosts ‘open iftar’ for hundreds

DUBAI: More than 500 people flocked to London’s Victoria and Albert Museum on Friday for an ‘Open Iftar’ event organized by the Ramadan Tent Project charity.

“Ramadan 2023 marks 10 phenomenal years of the Ramadan Tent Project and our signature Open Iftar events. Over the past nine years, our humble tent on a patch of green grew and grew, before it traveled to landmark locations,” the project said.

Similar events will take place this year at Shakespeare’s Globe theater, Wembley Stadium, Chelsea’s Stamford Bridge stadium and the Royal Albert Hall.

“The theme to mark our 10-year anniversary is ‘Belonging’. For the past decade we’ve connected and convened over half a million people from all backgrounds. Our passion in bridging between different communities is rooted in sharing our authentic selves with the world. 

“True belonging shouldn’t require you to change who you are – rather, it’s to celebrate who you are,” read an additional statement on the website.

Since 2013, the Open Iftar events have hosted more than 500,000 people across the UK at some of the country’s most iconic cultural spaces including Trafalgar Square, the BALTIC Museum, Bradford’s Centenary Square and Coventry Cathedral.
 


Lebanese designer Zuhair Murad strikes again with second custom look for Taylor Swift on ‘Eras’ tour 

Lebanese designer Zuhair Murad strikes again with second custom look for Taylor Swift on ‘Eras’ tour 
Updated 26 March 2023

Lebanese designer Zuhair Murad strikes again with second custom look for Taylor Swift on ‘Eras’ tour 

Lebanese designer Zuhair Murad strikes again with second custom look for Taylor Swift on ‘Eras’ tour 

DUBAI: After revealing that he designed US pop sensation Taylor Swift’s showstopping ballgown for the “The Eras Tour” just last week, Lebanese couturier Zuhair Murad is back with yet another unique look for her latest stop in Las Vegas.  

The 33-year-old wore a shimmering dark blue outfit, with embellishment and fringe detailing, paired with knee-high boots. 

“@TaylorSwift wore for The Eras Tour Las Vegas Opening Night a custom #ZMCouture midnight blue crystal embellished bodysuit, overflowing with richly beaded fringes and a matching garter,” posted the label’s official Instagram account, sharing a picture of the glittering outfit.  

The Grammy Award-winning singer -- who kicked off her first trek in more than four years at Glendale, Arizona's State Farm Stadium last weekend -- belted out her top hits at the Allegiant Stadium in Las Vegas on Friday and Saturday in a three-hour show  that ran through hits from every era of her 17-year career. 

At the Glendale concert, Swift donned a custom-made gown by Murad in a peachy hue with starburst sequin work across the length of the creation.