CAMPAIGN ART DIRECTION & PRODUCTION DESIGN
I worked as the Art Director on a campaign of 16 short-form ads for Mahally, a local e-commerce platform that acts as a shortcut for Salla online stores.
The objective of the campaign was to highlight the platform’s versatility by showcasing the wide range of products available through a series of short, category-driven ads.
My role was to design and execute the environments for each ad, ensuring variety across the sets while maintaining a consistent tone throughout the campaign.
Project Roles: Art Director, Production Designer
Client: Mahally
Agency: Studio Shareet
VISUAL DIRECTION
The direction focused on clean, structured compositions, controlled color, and minimalism. With only six walls available, I had to define the color palette and create variations using these limitations to adapt across all 16 sets.
I approached this by repurposing props, and using lighting to shift the mood of each setup.
SET DEVELOPMENT
Each set was developed starting with quick sketches to define the layout, composition, and prop placement, which were then translated into physical builds during production.
This process ensured that we have clarity in execution and efficiency on set.
FINAL ADS
These short-form ads were produced to show the versatility and range of products available on Mahally, each set highlighting its own product category.
The result is a look that feels structured yet slightly playful, using cinematic framing methods to create visually appealing, yet intentional and product highlighting compositions.
