01 — Cinematic Hero

FIND YOUR FORCE. Turning human effort into a visual language of energy, ambition, and performance.

Fitness Time — Social Media Creative Pitch

02 — Project Overview

A social media creative pitch developed for Fitness Time, one of Saudi Arabia's leading fitness brands. Created through GHORILLA, the proposal explored a refreshed approach to the brand's social media communication, combining original creative concepts, AI-assisted visuals, and campaign-led design. Developed within one week, the pitch included three master visuals and eight supporting social media designs.

Client

Fitness Time

Role

Creative Concept Development, Content Strategy, Art Direction, AI-Assisted Visual Production & Social Media Campaign Design.

03 — The Challenge

Fitness Time was exploring a new creative direction for its social media content, requiring fresh ideas and a visual approach capable of standing out in Saudi Arabia's competitive fitness market. The challenge was to create a compelling proposal that could demonstrate a distinctive creative vision while remaining relevant to the brand's identity and local audience. Within a one-week pitch timeline, the objective was to develop three strong master visuals and eight supporting social media designs that would showcase the potential of the proposed creative direction.

04 — The Creative Idea

What if the energy behind every movement became visible? The creative direction explores the idea that strength takes different forms, shaped by individual ambition, movement, and progress. Rather than presenting fitness through conventional training photography, the concept transforms physical effort into a powerful visual experience. Fire, electric light trails, and dynamic energy effects become visual expressions of determination, performance, and momentum. Each Fitness Time offering carries a distinct interpretation of this energy: explosive strength, elevated performance, and continuous progress. Together, these visual expressions create a flexible campaign language that celebrates different training journeys while maintaining a recognizable, high-impact identity across the brand's social media content.

Art Direction

The visual direction combines cinematic sports photography, high-contrast lighting, and dynamic energy effects to amplify the intensity of athletic movement.

Dark gym environments provide a dramatic foundation, allowing the athletes and their movements to become the central focus.

Fiery orange, electric green, and golden-yellow energy treatments establish distinct visual identities across the Fitness Time, Plus, and Xpress concepts.

Bold Arabic typography, expressive compositions, and layered lighting reinforce the sense of movement, ambition, and physical power.

The visual system extends into motivational content, training experiences, swimming, group classes, and promotional announcements, balancing high-impact campaign imagery with functional social media communication.

05 — From Concept to Creation

The project began with exploring creative directions for Fitness Time's social media presence.

I developed the creative concepts, content ideas, and visual treatments for the pitch.

AI-assisted image production supported the development of visual concepts and imagery, while Photoshop was used for compositing, design refinement, and final artwork preparation.

The selected creative directions were expanded into three master visuals and eight supporting social media designs.

The complete proposal was developed and delivered within one week.

Execution & Technical Approach

I was responsible for the creative development and visual execution of the pitch. My responsibilities covered concept creation, content ideas, art direction, AI-assisted visual production, and the design of the complete presentation assets. The execution included three campaign master visuals and eight social media designs, prepared to demonstrate the proposed direction for Fitness Time. The project was developed as part of GHORILLA's creative pitch for the brand's social media content management.

06 — The Final Work

Deliverables

3 Campaign Master Visuals 8 Social Media Designs Original Creative Concepts Social Media Content Ideas Creative Direction & Art Direction AI-Assisted Visual Production Graphic Design & Visual Compositing

07 — Outcome & Credits

Outcome & Feedback

The creative proposal received positive initial feedback from Fitness Time's Head of Marketing. Following a subsequent change in marketing leadership, the social media management assignment was awarded to another company, and the proposed campaign was not implemented. The project remains a creative pitch demonstrating concept development, art direction, and rapid visual production for a major Saudi fitness brand.

Credits & Contributions

Brand: Fitness Time — Saudi Arabia Pitching Agency: GHORILLA Creative Concept: Ahmed Shwkey Content Ideas & Strategy: Ahmed Shwkey Art Direction: Ahmed Shwkey AI-Assisted Visual Production: Ahmed Shwkey Social Media Campaign Design: Ahmed Shwkey Software: Adobe Photoshop & AI Visual Tools

08 — Explore More

Explore more work.

Moro Chocolate

A 10-second CGI launch commercial for Moro Peanuts, featuring product animation, ingredient reveals, caramel and chocolate simulations by Ahmed Shwkey.

View Case Study →

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.