01 — Cinematic Hero

Dark Your Mark

DARK — CGI & AI Fragrance Campaign

02 — Project Overview

A cinematic CGI and AI fragrance launch campaign for DARK by Al Majed for Oud, built around an original creative concept exploring the invisible yet lasting impact of personal presence. Selected through a competitive creative process involving six agencies, the campaign brings together three cinematic films, a master visual, motion design, and AI-generated product imagery. Developed through GHORILLA in just two weeks, the project transforms an intangible emotion into a distinctive visual world of darkness, water, and golden light.

Client

Al Majed for Oud

Role

Creative Concept, Creative Direction, Art Direction & End-to-End CGI/AI Campaign Execution

03 — The Challenge

Following a previous collaboration with Al Majed for Oud, the challenge was to develop a distinctive launch campaign for DARK, a premium unisex fragrance designed to evoke mystery, sophistication, and lasting presence. The project was part of a competitive selection process involving six Egyptian, Saudi, and French agencies. Beyond creating a memorable visual, the objective was to establish a cohesive campaign identity capable of expressing the fragrance's character across cinematic films, product imagery, and motion content. The creative direction needed to stand out while maintaining the elegance and restraint associated with premium fragrance advertising.

04 — The Creative Idea

What remains after someone leaves? Some forms of presence cannot be seen, yet their impact continues long after the moment has passed. This observation became the foundation of DARK. The concept transforms the invisible trail of fragrance into a visible expression of movement and memory. Water becomes the central metaphor. A single movement creates ripples that extend beyond their origin, while golden trails linger across a dark, reflective surface. Just like a fragrance, the moment may pass, but the impression remains. DARK becomes the mark left by an unforgettable presence.

Art Direction

The visual direction centers on dark reflective water, flowing golden light, rich amber tones, and controlled cinematic contrast.

Water acts as both an environment and a storytelling device, translating the invisible movement of fragrance into elegant ripples, reflections, and luminous trails.

Close-up compositions reveal the craftsmanship and material details of the bottle, while selective highlights emphasize its sculptural form and metallic finish.

The restrained black-and-gold palette creates a sense of quiet luxury, allowing the fragrance to remain the central subject within an atmospheric visual world.

05 — From Concept to Creation

The project began with creative exploration around the emotional qualities of DARK: mystery, individuality, and lasting presence.

Different visual interpretations were explored before refining the final direction around water and the idea of an impression that continues beyond its initial moment.

The approved concept was developed into three complementary film treatments, each exploring a different aspect of the fragrance: its ingredients, its physical details and packaging, and the visual expression of its lasting presence.

Blender CGI was combined with AI-assisted image and video production to develop the campaign's cinematic environments, product visuals, and motion storytelling.

The same visual language was extended to the master visual, its animated adaptation, and AI-generated product imagery.

Execution & Technical Approach

I led the project from the original creative concept through art direction and final visual execution. The production combined Blender CGI with AI-assisted filmmaking to create three cinematic commercial films. The first explores the fragrance through atmospheric ingredient imagery, the second focuses on the bottle's design and packaging, while the third brings the central creative idea to life through water, golden trails, and the final product reveal. A campaign master visual was developed around the bottle's presence within a luminous water environment, supported by an animated version and additional AI-generated product visuals. The execution maintained a consistent visual identity across the films and supporting assets, with particular attention to product accuracy, lighting, composition, and cinematic continuity.

06 — The Final Work

Deliverables

3 CGI & AI Commercial Films — approximately 25 seconds each 1 Campaign Master Visual 1 Animated Master Visual AI-Generated Product Photography Original Creative Concept Creative Direction & Art Direction CGI & AI Film Production Campaign Product Visualization Primary 3D Software: Blender

07 — Outcome & Credits

Outcome & Feedback

The creative proposal was selected through a competitive process involving six agencies from Egypt, Saudi Arabia, and France. The completed campaign received positive client feedback and approval ahead of the scheduled fragrance launch on October 25, 2026.

Credits & Contributions

Client: Al Majed for Oud — Saudi Arabia Agency: GHORILLA Creative Concept: Ahmed Shwkey Creative Direction & Art Direction: Ahmed Shwkey CGI & AI Production: Ahmed Shwkey Campaign Visual Execution: Ahmed Shwkey Primary Tools: Blender, AI-Assisted Production Tools

08 — Explore More

Explore more work.

SERIOUS — Al Majed for Oud

A cinematic CGI fragrance campaign for Al Majed for Oud, featuring creative direction, two 3D commercials and premium campaign visuals by Ahmed Shwkey.

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