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
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 — plus the creative direction and photography for her live content. 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.
★ @tiffanydiab
A full brand and content codex for a trained filmmaker turned the subject of her own camera — positioning, audience, six content pillars, the voice, and one cinematic visual identity with six adaptations. Plus ongoing creative direction for her social journey across Beirut and Dubai. Built from her own footage, not invented for her. The director's cut of everything.
- The Commentary — quick opinions and reactive takes that keep her present
- Deleted Scene — cryptic, bold, "shouldn't post this but I am"
- The Director's Cut — raw, unedited life. the parasocial pull
- The Monologue — grounded wisdom on spirituality and mental health
- The Location Hunt — aspiration. the "I want to live like that" pull
- The Slate — craft respect, speaking directly to filmmakers
- Melancholic, dramatic, cinematic. One identity, six adaptations.
- Visible imperfection as a feature — grain, motion blur, natural skin texture.
- Retro grading over clean digital. Candid over posed. Bodies and camera in motion.
- The test: does it feel like found footage from her own life, not a shoot?
A long-term dual presence across Beirut and Dubai — content, language, and targeting that holds both Lebanese and Gulf context, never a single generic feed.
A glimpse of the codex — the full document covers positioning, the voice, platform strategy, the content labelling system, and her brand, modeling & industry deal strategy.
★ @freyafromfilm
Full property production for a real-estate and short-term rental brand — professional photography and video across three distinct properties, from a grand heritage villa to a minimalist mountain retreat and a Batroun stone house. Listing-grade visuals built to turn a scroll into a booking. Casa de Sultan · Douq · Batroun.
★ @host.masters
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
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
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).
