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. This was achieved by shooting a series of short product-driven ads.
My role was to create the environment for each ad in a strategic, vertical format based on symmetry and minimalism.
Project Roles: Art Director, Production Designer
Agency: Studio Shareet
Client: Mahally
Director: Mazin Al Maimany
Art Assistants: Mustafa Alhamdi, Jalal Alyousef
DOP: Abdulrahman Jumaan
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.
Working this way helped us have much more clarity and efficiency on set.
The final result is a look that feels structured and slightly playful, using cinematic framing methods to create visually appealing, yet intentional and product highlighting compositions.
FINAL ADS
