KICK-STARTING
AN IN-HOUSE PRODUCTION UNIT
Creative 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.

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

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