Mohammed and Peyman Al Awadhi are the cofounders of Qabeela New Media a production company which produces and distributes entertaining and socially conscious films.
They specialize in building social communities through the integration of social media with film making. They are the coproducers and cohosts of the award winning reality social travel show Peeta Planet.
Peeta Planet follows both brothers as they travel across the world, seeing and learning about new cities through the eyes of the young and creative changemakers who shape them. Today, Peeta Planet is broadcast to over 50 million viewers across the Middle East, and has a digital viewership spanning six continents. Through its social media networks, the show reaches seven million users a week, and growing.
The brothers have received extensive exposure online but also in traditional media with features in the The Guardian, Forbes Middle East, The National, Gulf News, Emirates 24|7, Alef Magazine and cameo appearances on No Reservations with Anthony Bourdain and Masterchef Australia. They are Ahlan Hot 100 alumni and have been inducted into the “Most influential Emiratis under 40” list, on the occasion of the UAE's 40th National Day celebration.
Mohammed and Peyman are both members of the Sheikh Mohammed Establishment for Young Business Leaders, a government organization whose vision is to nurture entrepreneurial spirit amongst Emiratis. With their production company they are partnered with twofour54 Abu Dhabi and UTURN Ent the most viewed YouTube channel in Saudi Arabia
They are currently embarking on the world’s largest Instagram-based tourism campaign and the first tourism campaign driven solely by social media, showing Dubai to the world. The #MyDubaiTrip will fly in 12 of the world’s most influential instagrammers to experience Dubai through itineraries that have been thoughtfully curated by some of Dubai's media personalities. The campaign will directly reach 3.2 million instagram users.