Selected Work
Brands I've built from the ground up — name, concept, identity, and the campaigns that made them convert.
A jewelry brand built end to end — the name, the concept, the full visual identity, and the creative direction. A world where jewelry meets the earth, born from one founder's story. The teaser hit 100k views in 4 days on $16 of ad spend.
★ @werestilljewelry
Ran the full brand and content operation for a short-term rental company across four markets — content strategy, creative direction, paid campaigns, and the storytelling that turned listings into a following. Built the brand book, the visual system, and the campaign calendar. $100K+ in social revenue · a Valentine's campaign that drove $11K+ in organic bookings · an Easter influencer brief at 1M+ views.
★ @localhostrentals
Full production for a Beirut short-term rental company — professional photography and vertical video across their listings, plus three distinct styled scapes for a single space. Airbnb-standard visuals built to turn a listing into a booking. Shot in Gemmayze and beyond.
★ @hostlandrentals
A complete brand codex for a Lebanese-Canadian singer-songwriter — visual identity, palette, wardrobe and photography direction, four content pillars, press bios, and the Arabic-transition narrative. Built from her real world: botanical art, ancient jewellery, candlelit altars, Victorian lace, women who feel everything. Where the music becomes a universe.
- The Journal — her inner world made visible: collage pages, dream fragments, voice notes
- The Craft — how the music gets made: practice moments, lyrics in progress
- The Roots — Lebanon, faith, identity, the kuffiyeh, Arabic untranslated
- The Gaze — what she reads, watches, feels: Joni Mitchell, Anaïs Nin, botanical worlds
- Warm light always — golden hour, candle, lamp. The light is a character.
- She's inside things — the field, the frame — never the flat mid-distance shot
- Film grain always. Highlights pulled, warmth elevated. One preset, forever.
- The test: does it look like a photograph from a personal archive?
Victorian lace, flowing maxi dresses, the kuffiyeh always present. Ancient-looking jewellery — coin necklaces, amber beads. Bare feet. Nothing that looks new.
A glimpse of the codex — the full document covers audience, stage presence, communication strategy, three press bios, and the Arabic-transition narrative arc.
Campaign concepts and creative direction across beauty, hospitality, and lifestyle — including a NYX Professional Makeup product launch (GCC) and an Al Beiruti Restaurant Valentine's campaign (Beirut).
