GMG - Retail Company
Creative Direction
Crafted an asset bank and bespoke campaigns for Farm Fresh, Sapora, and RUH—three brands under GMG's exclusive distribution of food, health, and consumer goods in the GCC. In my role as creative director, I meticulously curated detailed mood boards to actualize brand visions on set, seamlessly blending old and new products to resonate with each brand's distinct audience and branding. From selecting props to orchestrating set arrangements, every detail was thoughtfully considered.
None of this would have been possible without the collaborative efforts of a talented team, including photographers, videographers, hair and makeup stylists, wardrobe specialists, chefs, and food stylists. Together, we elevated GMG's brands, establishing new benchmarks in the market.
For Farm Fresh, the focus was on being loud and messy, catering to younger generations with vibrant, trendsetting concepts that embraced uniqueness amidst the chaos of busy schedules.
Sapora aimed to bring a refined culinary experience to homes, evoking the ambiance of a Michelin-starred restaurant with cultured and well-traveled aesthetics that speak of sophistication and taste.
RUH embodied the essence of culture, spice, and flavor, offering a rich, comforting experience reminiscent of home and distant travels, providing warmth and depth without overwhelming complexity.
