Industry Snapshot: How Iraq is emerging as a global production destination.

Iraq's production sector is being judged against international standards, and that is changing what gets made there. Dhafir Ayad, co-founder and film director at Frame Vision, says international directors now ask what they can produce in Iraq, not whether they can shoot there at all.

Frame Vision has built structured processes that follow international norms, from development and crewing through to post-production. Ayad says mixing local and international crews has helped transfer skills and raise professional standards.

Over the next 12 to 18 months he expects Iraq to move from consuming productions to producing and exporting them, along with the expertise behind them. He points to local talent, varied locations and stories, and a commercial market that is growing. He also expects more investment in people and more attention from abroad.

For agencies and brands in the region, the takeaway is that Iraq is moving up the list for shoot locations and co-productions. It is worth watching before the rest of the market catches up.