Film Visual world & Art Direction
For the movie Fever Dream or “Ahlam Al Asr”, I led the visual identity and brand extension across the physical, digital, and production design . From logo design, to social media campaigns, merch, and animated sequences, the project required a very focused holistic approach to storytelling and implementation of that “fever dream” aesthetic.
The challenge: Create a memorable, people-centered brand that resonates with movie lovers, art appreciators, retro fans and even to people who have not watched the movie yet.
Project Roles: Art Direction, Visual Identity, Poster Design, Animation Direction, Social Media Visuals
Brand Identity
The identity was developed closely with the Creative Director to evoke the feeling of an actual “Fever Dream”. I established 2 visual directions for the brand, an art deco-inspired system to reflect the film’s darker tone for official content, and a playful, floral, painterly style designed for interactive and promotional content such as merch and giveaways.
I also worked on both posters, one for the announcement and the other for the release of the movie in cinemas. The second poster was done collaboratively with a group of very talented artists producing the final artwork.
BRAND EXTENSIONS
The identity extended into physical products such as merch, translating the film’s visual system into apparel, accessories, and collectibles. The designs were adapted across T-shirts, bags, stickers, and packaging, ensuring each piece aligned with the overall tone while remaining practical for production and distribution.
We even made a full board game.
PHOTOGRAPHY ART DIRECTION.
PHOTOGRAPHY ART DIRECTION.
ART DIRECTION FOR ANIMATION
I directed the visual development of the animated sequences that appear in the movie, establishing the environments, mood, and visual tone through concept art and background design. Working closely with the Creative Director, the goal was to create 3 different art styles for each of the 3 sequences; Looney Tunes-inspired, 60’s cartoons inspired and anime inspired.
Animation 1
Animation 2
Animation 3
TESTIMONIALS
Bringing together identity, physical design, and animation, the project formed a unified visual world that translates the film’s narrative into an exceptional brand experience.
CREDITS
Story by: Godus Bros
Creative Director: Faris Godus
Art Director: Yasmine Salem
Animation Director: Mahmoud Zaini
Animation Producer: Shifa Albar
Character Animations: Diaa Salah, Eduardo Querubins, Fabrizio Strusciolo, Fedrecia, Geovani Angelo
Poster Design: Mazin AlMaimany, Yasmine Salem, Jack Cox, Bandar Ayyad
Movie producer: Sohayb Godus
Developed by: Studio Shareet