I don’t have one fixed identity. I shift depending on the day and the context. Film and music keep me going, mostly because of how they pull you into another world for a while. That feeling is a big part of what inspires my work.
I work as a creative director on photo and video shoots, shaping everything from concept and moodboards to styling, location and the team on set. Alongside that, I use storytelling and graphic design to bring ideas to life.
I like things that are abstract, half-said, honest and a little rebellious. I don’t stick to one style. I adapt to each project and let the idea decide how it should look.
Right now I’m studying Digital Creative at Hyper Island, and I’m always up for new collaborations.
This was one of my first projects as a creative director. I had a clear concept and vision, which I turned into a detailed moodboard covering location, concept, outfits, makeup and overall feel. From there I reached out to people, put a team together and found a location that matched the vision. Since there was no budget, I styled the model in basic pieces I managed to get hold of, and still made the look feel experimental and futuristic.
My role
Creative director/ stylist
Program
Photoshop
Duration
4 weeks
Client
Passion project
Concept
The shoot uses all-white as a blank canvas. I weren’t going for clean or elegant. I wanted white to feel like an open space where anything could happen, and also like a room with nothing in it.
It starts in a white room with padded walls and glowing boxes. There’s nothing to look at and nothing to do, so the model kills time: sitting, crouching, climbing on things, leaning on the walls, staring into the camera. It’s about being bored to the point where you start doing weird things just to feel something.
Then it cuts outside at night. She’s still all in white, now walking through an empty, dark lot. Same look, different setting.
For me the shoot is about boredom as a starting point. When there’s nothing around to distract you, you end up making something out of whatever you have, which is pretty much how this shoot came together too.
I designed Giggles, a website I made for a project at Hyper Island. The idea came from my interest in styling, so I built the concept and brand identity around that. I worked on how the site looks and how it’s put together, and kept the branding playful. It was also really important to me that the site was intuitive and accessible, so anyone could find their way around without having to think about it.
Concept
Fast fashion runs on speed, overproduction and wanting something new every other week. Giggles started as a reaction to that.
It’s a unisex online store built on one simple idea, a piece of clothing doesn’t have to do just one thing. A sweater can be worn as a skirt, a skirt can turn into a top. Instead of following set styling rules, Giggles gets people to play around with what they already have, buy less and actually get more out of their clothes, no matter what’s trending.
The site is all about versatility, having fun with fashion and being a bit more conscious about it, with styling as the way to tell the story.
Bayn is originally inspired from the music video of the 2002 Egyptian song ‘Baba Fein’ by Free Baby. The storyline is about a group of kids who are home alone as an uncle tries to reach their Baba over the phone, but instead of listening to him they mess with him while dancing around and having a blast.
The kids are free!
Today the actors in the music video are grown up and I want to create my version of them, they are still the free kids, and the party continues.
Young singles (20–30) use dating apps to meet people, but a lot of them find it shallow and forced. Endless options lead to quick swipes and surface-level chats, so people keep using apps they don’t really trust or enjoy, and making them lose hope. Kvitto is a concept that makes dating more organic and relaxed.
Concept
After doing research, running user tests and spending time in bars where our target group actually hangs out, we started noticing a pattern.
Our idea is a table-to-table messaging system for bars and other social spots. Every table has a QR code that opens a simple web page where you can send a short note to another table. The message gets printed right away on a little receipt printer at their table, so it feels playful and real, not just another notification.
The point is to make it easier to start talking to strangers when you’re out, without the awkwardness of walking up to someone.
Design
My part
I worked on developing the concept, the UX and the branding. A big part of that was figuring out where the experience could be fun and where it needed to just work. The receipt became our playground since it’s the thing people actually hold, read out loud and pass around the table, that’s where we could be playful with the tone, layout and little details. The interface, on the other hand, had to be as simple as possible. People use it in loud, dark, busy bars, often a few drinks in, so it needed to be quick to get, easy to read and impossible to get lost in.
