Project Year: 2024
Client: Mashreq
Project Type: Creative Campaign Concept
My Role: Creative Concept Development, Storyboarding & Art Direction
Project Overview
The Creative Idea
Creative Approach
Client: Mashreq
Project Type: Creative Campaign Concept
My Role: Creative Concept Development, Storyboarding & Art Direction
Project Overview
A creative campaign for International Day Against Climate Change, imagining how animals might adapt to extreme environmental changes through darkly comedic scenarios that highlight the urgency of climate action.
The Creative Idea
What if animals had to radically adapt to survive climate change? From swimming giraffes to heat-escaping lions, the campaign uses dark comedy to imagine the consequences of climate inaction.
Creative Approach
Using Midjourney and the prompt “/Imagine,” we brought fictional future scenarios to life through surreal, darkly comedic AI-generated visuals that highlight the impact of climate change.
My Contribution
- Creative Concept Development: Developed the original creative idea and campaign direction.
- Storyboarding: Created an initial four-frame storyboard to present the concept to the client.
- Art Direction: Established the visual approach for bringing the imagined future scenarios to life.
- AI-Driven Visual Exploration: Explored Midjourney as a tool for generating and developing the campaign's surreal visual concepts.
Project Development
The project began with an initial four-frame storyboard presented to the client. Following a very positive response and approval of the concept, the team moved forward with the execution, developing the idea through AI-driven visual exploration and creative production.