My approach to ensuring uniqueness for each project starts with meticulous pre-planning. I spend time researching and visiting each location prior to the shoot, evaluating its potential to create the right atmosphere and aesthetic for the brand. This phase includes crafting a detailed shot list, specifying lens choices, shot frames, and considering the nuances of light and composition that each location offers.

To visualize the final result and set expectations, I also create a teaser highlight video. This helps both me and the brand to imagine how the final product will look and feel. It’s an iterative process, where we fine-tune our concept and execution until we’re confident that it’ll deliver a unique and impactful representation of the brand, whether it’s Charlotte Tilbury, Gucci, or any other client we are working with.

My most memorable project that made its way into a top-tier magazine was my first assignment for Elle Arabia. This project was particularly special because it was the first one I embarked on post-Covid, after having stayed at home for over three months. The anticipation and excitement I felt to finally get back to doing what I love was unparalleled.

The project was both challenging and fun as we were shooting face masks to be featured on the magazine cover – a sign of the times we were navigating. It was a different kind of fashion statement, one that recognized the global situation while celebrating the resilience of the industry. It was this unique blend of fashion and significance that made the project so memorable for me.

Yes, one of the most challenging yet rewarding experiences I’ve had was during a shoot in the desert for Djula Paris. While the location was breathtakingly beautiful, the combination of sand and jewellery presented quite a unique challenge. We had to deal with the heat all day, ensuring the jewellery pieces were protected and properly maintained in the harsh conditions.

In addition to this, we had to ensure that the model felt comfortable and enjoyed the shoot, despite the physically demanding task of climbing and posing on the randomly high rocks in the desert. Despite these challenges, the entire team pushed through, and the end result was truly worth it. Every moment of this project, despite its difficulties, was enjoyable and fulfilling, further solidifying my love for what I do.

Maintaining creativity after producing over 300 videos and managing more than 50 TV productions is all about constant inspiration, teamwork, and brainstorming. I truly believe in the power of collective creativity. Collaborative brainstorming sessions are often the birthplace of the most innovative ideas.

We’re not necessarily trying to reinvent the wheel every time. Instead, we aim to take inspiration from what surrounds us and then give it our unique spin. We draw from our favorite combinations of advertisements and branding ideas and transform them into something fresh and impactful.

This constant pursuit of inspiration and collective ideation keeps the creative juices flowing and ensures that every project we work on has its unique flavor, standing out from the rest.