KICK-STARTING
AN IN-HOUSE PRODUCTION UNIT
AN IN-HOUSE PRODUCTION UNIT
Creative Direction
Film Direction
Film Direction
THE MISSION
I kick-started a production unit for the Dubai-based agency Similar. I set the way of working, established the quality bar, and integrated AI tools at every stage of the creative process. Nothing leaves the door unconsidered, however small.
THE work
The high-end fashion store Maison D'Vie was the unit's first flagship client for which we created social content, e-com and editorial photography. I oversaw the entire process from mood boards to final output, including hands-on film direction across the seasonal collections.
Autum Collection '25
Summer Collection '25