COMMERCIAL DIRECTION

Mixed-media brand films and commercials - An analog/digital collision

A woman in a pink shirt and gray pants smiling and drinking tea amidst a swirling background of tea leaves, cinnamon sticks, star anise, and other spices, with the text "Ahmad Tea" at the bottom.
An illustrated scene of a live music concert with a female singer on stage, surrounded by large speakers, colorful lighting, and palm tree silhouettes in the background. The crowd is dancing and raising their hands, with the word 'Logitech' displayed
Colorful kaleidoscopic pattern with pink, purple, blue, and turquoise hues forming a symmetrical star shape. The word "Three" appears in black text at the bottom left corner.
A person working with computer screens surrounded by colorful light trails, in a dark room with scientific or technological equipment, celebrating BAE's award nomination for best brand communication film in 2023.
A woman looking up at a large digital globe of Earth with space in the background, featuring planets and space stations. Text overlay reads 'Digital Intelligence.'
A cluttered wooden desk with books, a globe, stationery, and a yellow desk lamp, set against a light gray wall with a framed colorful art print hanging. There is a blue chair and a nightstand with a star-patterned bag next to the desk.
Digital illustration of a futuristic Sabic Car with a woman observing it. The image highlights a frontal view of the car with annotations pointing to components, including an energy absorber labeled XENOY PC/PBT and a front-end module labeled STAMAX
A young girl with curly hair looking at a digital holographic cityscape, with the word 'Nuveen' in white text at the bottom left.
A street scene featuring stairs and a stone wall with a mural of a person sitting. Text overlays include 'McDonald's' and details about an event called 'GOLD Dolphin' at the New York Film Festival.
A promotional graphic featuring an ocean scene with water and waves, displaying the text 'BBC Stories' and noting an award for best animation at the DataComms Awards 2025.
An airplane flying above the clouds with the text 'Sabic Mobility'
Handwritten text on a black chalkboard background that says "BACK" with an arrow pointing to the left.

WHAT IS COMMERCIAL DIRECTION?

Commercial Direction ( /kuh·MUR·shuhl dih-REK-shun/ n.) - The creative leadership behind how a commercial looks, feels, and communicates. Blending storytelling, visual identity, and execution, commercial direction shapes everything from concept to final frame - guiding animation, live action, motion design, and mixed-media into a cohesive piece. I love to balance brand messaging with creative expression, while allowing space for my distinct, individualistic flair to give each brief its own personality. At its best, commercial direction turns strategy into something cinematic, memorable, and unmistakably unique.