01 — Cinematic Hero

The Taste That Stops the Rush.

Hameed — The Taste That Stops the Rush

02 — Project Overview

A social media relaunch pitch developed for Hameed, a long-established burger restaurant brand in Egypt. Created through GHORILLA, the project aimed to reintroduce the brand with a bold visual direction built around crave-worthy burgers, nostalgic diner culture, and memorable everyday moments. Using AI-assisted visual production and Photoshop compositing, the pitch delivered six social media posts designed to give Hameed a stronger, more contemporary digital presence.

Client

Hameed

Role

Creative Concept Development, Art Direction, AI-Assisted Visual Production, Photoshop Compositing & Social Media Design

03 — The Challenge

Hameed needed a strong set of social media visuals capable of reorganizing and relaunching the brand’s digital presence. The key challenge was that the brand had been largely absent from social media for a long time, which meant the visual direction had to feel immediately noticeable, distinctive, and memorable. The objective was not simply to create food posts, but to rebuild attention around the brand and present it in a way that felt both familiar and newly relevant The work had to position Hameed as a burger destination with personality, appetite appeal, and a stronger lifestyle presence.

04 — The Creative Idea

The Taste That Stops the Rush. The creative concept treated Hameed as more than a burger restaurant. It positioned the brand as a memorable pause in the middle of everyday life — a bite worth stopping for. The visual storytelling combined nostalgia, appetite appeal, and urban lifestyle moments to create a more emotionally engaging brand presence. From diner interiors and drive-in scenes to public spaces, social hangouts, and everyday city movement, the brand was framed as a place people return to for a taste they remember. Rather than relying only on product presentation, the concept connected the burger experience to moments of craving, pause, enjoyment, and social connection.

Art Direction

The visual language was built around a mix of retro Americana diner culture and contemporary urban youth energy.

Warm reds, creams, chrome details, neon signage, classic cars, and nostalgic fast-food cues created a recognizable brand world, while modern styling and cinematic compositions kept the work relevant for current social media audiences.

The burger remained a strong hero across the visuals, supported by expressive environments, lifestyle casting, and scenes that suggested motion, anticipation, and satisfaction.

The result was a direction that felt bold, stylish, youthful, and highly shareable, while still rooted in the emotional familiarity of comfort food and burger culture.

05 — From Concept to Creation

The project began by identifying the core challenge: how to make Hameed’s social comeback feel strong, fresh, and impossible to ignore.

I developed the creative concept and art direction, focusing on appetite-led storytelling, nostalgic visual cues, and lifestyle-driven brand moments.

AI-assisted image production was used to explore compositions, characters, settings, and mood, while Photoshop was used to refine scenes, improve consistency, and complete the final social media layouts.

The six-post pitch was built as a cohesive visual system rather than isolated designs, ensuring that the brand world felt unified across the proposed campaign.

The complete pitch was produced within one day.

Execution & Technical Approach

I was responsible for the project’s ideas and visual execution. My role included concept development, art direction, AI-assisted scene generation, image refinement, and final social media design. The visuals were created to present Hameed as a brand with stronger personality and clearer social relevance, while maintaining food desirability as a central communication pillar. Across the pitch, the work balanced three key elements: 1. Burger appetite appeal 2. Brand atmosphere and nostalgia 3. Social-first lifestyle storytelling The final outcome was a six-post pitch designed to relaunch Hameed’s digital identity with a more memorable and visually confident direction.

06 — The Final Work

Deliverables

- 6 Social Media Posts - Creative Concept Development - Campaign Art Direction - AI-Assisted Visual Production - Photoshop Compositing & Retouching - Social Media Design System Production Duration: 1 Day Primary Tools: AI Visual Production Tools, Adobe Photoshop

07 — Outcome & Credits

Outcome & Feedback

The pitch received highly positive client feedback. The proposed direction demonstrated how Hameed could return to social media with a more contemporary, memorable, and lifestyle-led visual identity. No confirmed rollout, campaign performance, or business results were provided.

Credits & Contributions

Client: Hameed Agency: GHORILLA Creative Concept: Ahmed Shwkey Art Direction: Ahmed Shwkey AI-Assisted Visual Production: Ahmed Shwkey Social Media Design: Ahmed Shwkey Production Tools: AI Visual Tools, Adobe Photoshop

08 — Explore More

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