ASHRAF
KHATTAB
Campaign systems, digital experiences, commercial films, and AI-assisted visual production — guided by 20+ years of senior creative judgment.
Currently open to Art Direction and Creative Direction roles at agencies in Cairo, Dubai, Riyadh, and remote.
SELECTED PROJECTS
Work across campaign direction, digital platforms, editorial systems, commercial film thinking, and AI-assisted visual production — selected to show creative judgment, not just final output.
AERLOOM LIFT COMPRESSION SOCKS
FICTIONAL DTC CAMPAIGN / AI VIDEO AD / PERFORMANCE CREATIVE
A fictional 30-second performance ad built around a simple product truth: long days can make your feet feel heavy. The campaign uses Santa as a humorous exaggeration of that problem — turning tired feet, stubborn boots, and comfort-first compression into a clear mobile-first story.
The Problem
Compression socks usually look medical, generic, or forgettable. The challenge was to make tired-leg support feel instantly understandable and scroll-stopping.
The Decision
Use one bold visual metaphor: after a long night on his feet, even Santa’s boots give up. Then introduce AERLOOM as the fictional comfort-first compression solution.
The Outcome
A polished AI-assisted spec campaign combining fictional brand design, product visualization, storyboard, video direction, and 30-second DTC ad pacing.
Obeikan Investment Group Website Revamp
CORPORATE WEB / UX DESIGN / WORDPRESS DEVELOPMENT
A large-scale corporate website revamp focused on clarity, usability, content hierarchy, and performance — translating a complex multi-business group into a cleaner digital experience.
The Problem
A conglomerate operating across four sectors. None of its scale was legible. Two navigation bars competed, generic imagery undercut credibility.
The Decision
Establish group identity before sector detail. One coherent entity first, not divisions fighting for the same page.
The Outcome
A structured corporate platform reflecting actual scale and institutional seriousness.
AAIB Annual Report 2020
EDITORIAL DESIGN / CORPORATE ART DIRECTION / FINANCIAL COMMUNICATION
A concept-led annual report built around progress and evolution — balancing visual storytelling, financial clarity, and institutional credibility.
The Problem
Annual reports for financial institutions default to charts, headshots, and safe corporate language. For AAIB — one of Egypt's top three private banks — this format was failing to communicate the bank's actual ambition and internal culture of progress.
The Decision
Treat the annual report as a campaign, not a document. Built around a single editorial concept — Progress as Evolution — the report used a surrealist visual language and a narrative arc across every chapter to make the bank's philosophy felt, not just stated. This was the fifth and most creatively ambitious report in an ongoing series.
The Outcome
A financial communication piece that reads like a manifesto — balancing institutional credibility with genuine creative confidence.
WandTouch Showreel
FOUNDER / AI-ASSISTED ART DIRECTION / CINEMATIC VISUAL STORYTELLING
A cinematic showcase of AI-assisted films, original stories, and controlled visual worlds — created under Wandtouch, my boutique practice for modern visual storytelling and production.
HAVENYA LUXURY REAL ESTATE FILM DEMO
AI-ASSISTED ART DIRECTION / CINEMATIC FILM / SELF-INITIATED DEMO
A self-initiated film demo exploring how cinematic Art Direction, atmosphere, architecture, and pacing can shape a premium real estate brand world through an AI-assisted production workflow.
Miu
& the Sacred Papyrus
AI-ASSISTED FILM / CHARACTER CONSISTENCY / CINEMATIC WORLD-BUILDING
An original cinematic short film exploring character consistency, world-building, atmosphere, and AI-assisted visual direction.
Night In / Night Out
AI-ASSISTED FILM / ACTION SEQUENCING / VISUAL CONTINUITY
A compact sci-fi action short built around movement, visual continuity, atmosphere, and escalating rhythm—turning generated shots into a coherent cinematic sequence.
ARABIC NOVEL PROMOS
AI-ASSISTED FILM / ARABIC STORYTELLING / STORY WORLD DEVELOPMENT
Two cinematic teasers translating Arabic fantasy novels into atmospheric story worlds through character design, environment building, motion, sound, and compressed narrative pacing.
How
I Work Inside Agency Teams
I work from brief to visual system — understanding the brand problem, shaping the creative route, building visual direction, testing execution options, and refining the work into campaign-ready assets.
Brief
Understand the brand, audience, product truth, communication problem, and required outcome.
Direction
Define the idea, visual language, tone, hierarchy, rhythm, and campaign world.
Previsualization
Use AI-assisted workflows to explore key visuals, storyboards, style frames, and film routes faster.
Testing & Validation
Stress-test the direction against the brief, brand tone, audience fit, platform needs, and production limits.
Refinement
Select, reject, adjust, and control the output until it feels clear, premium, and on-brand.
Delivery
Prepare campaign visuals, presentation routes, social extensions, and production-ready direction.
The goal is not more output. The goal is clearer direction, faster exploration, stronger validation, and better creative control.
Agency Capabilities
Creative direction, Art Direction, and AI-assisted production workflows for agency teams, campaign pitches, digital platforms, and premium brand storytelling.
Visual Systems & Key Art
Key visuals, campaign hierarchies, social systems, and the visual language that holds an idea together across every format and platform.
Digital & Experience Design
UX-led websites, interface direction, content structure, and digital brand experiences shaped with clarity and hierarchy.
Film & Motion Previsualization
Cinematic frames, shot logic, mood films, storyboard development, and social-first visual storytelling.
Brand-Safe AI Production
Controlled AI-assisted workflows for visual exploration, style frames, consistency, product accuracy, and faster production.
Creative Leadership
Briefing creative teams, directing execution against a clear concept, running creative reviews, and holding the standard between what was agreed and what ships.
Campaign Strategy & Concepting
Moving from brand problem to campaign idea — defining the territory, the line, the visual world, and the argument before a single asset is made.
Built for agency teams that need senior creative judgment, fast visual exploration, and controlled execution.
AI-Assisted Creative Production
Controlled AI-assisted workflows for campaign exploration, cinematic previsualization, style frames, and faster production — guided by Art Direction and brand control.
Commercial Films & Campaign Assets
High-impact commercial films and campaign systems for brands.
Films · Cutdowns · Social
Short Films & Promos
Story-driven films and promos that move people and build brands.
Narrative · Promos · Trailers
Animated Stories & Characters
Warm, clear animation for kids, families, and educational content.
Characters · Series · Shorts
Cultural & Documentary Films
Research-led documentaries shaped with cinematic storytelling.
Documentaries · Archive · Culture
BRAND & INSTITUTIONAL EXPERIENCE
Experience across established businesses, financial institutions, corporate groups, and international organizations.
These organizations represent projects contributed to through professional roles, employer-led assignments, and agency-side engagements.
