01 — Cinematic Hero

The Men I Am

SERIOUS — Al Majed for Oud

02 — Project Overview

A cinematic CGI fragrance launch campaign for SERIOUS by Al Majed for Oud, developed around an original creative concept that transforms strength and presence into a powerful visual world. Produced through GHORILLA, the campaign evolved from an initial live-action production direction into a fully CGI-led execution. Completed in just two weeks, the project brought together two CGI films, a campaign master visual, an animated key visual, and nine social media designs.

Client

Al Majed for Oud

Role

Creative Concept, Creative Direction, Art Direction, End-to-End CGI Production, 3D Modeling, Animation, Lighting, Rendering, Compositing & Campaign Visual Design.

03 — The Challenge

Al Majed for Oud was looking to strengthen its premium positioning with a fragrance campaign that could compete visually with international luxury advertising. As the brand's first production collaboration with an Egyptian team, the project carried particularly high expectations for creative quality and execution. The challenge was to develop a distinctive visual identity for SERIOUS that would communicate masculine confidence, strength, and lasting presence while maintaining a sophisticated luxury aesthetic. Originally considered for live-action production, the campaign ultimately shifted toward a fully CGI-driven approach.

04 — The Creative Idea

What if strength could take physical form? The concept transforms the idea of power into monumental stone — a symbol of solidity, resilience, weight, and enduring presence. Rather than portraying strength through conventional masculine imagery, the campaign creates a physical world in which the fragrance becomes the embodiment of power. Through the relationship between stone, scale, and the product, SERIOUS communicates a sense of confidence that does not need to announce itself. Power is not simply represented. It takes form.

Art Direction

The visual direction is built around monumental stone forms, dramatic compositions, and the contrast between raw natural textures and the refined geometry of the SERIOUS fragrance bottle.

A restrained, cinematic atmosphere supports the product's premium positioning, while the bottle's deep blue identity creates a distinctive visual focal point.

The overall aesthetic emphasizes scale, materiality, contrast, and controlled dramatic lighting to express strength without compromising sophistication.

05 — From Concept to Creation

The project began with a creative exploration of different directions for the SERIOUS fragrance launch.

After reviewing the initial brief and developing the central creative concept, the direction evolved around the symbolic relationship between stone, strength, and presence.

Although live-action production was initially considered, the decision to move toward a fully CGI approach allowed greater control over the visual environment, physical elements, camera movement, and overall aesthetic.

The complete CGI production was developed in Blender, covering 3D modeling, scene development, animation, lighting, rendering, and compositing.

Photoshop was used to develop the campaign master visual and supporting social media artwork.

The creative concept was then extended into a cohesive set of moving-image and static campaign assets.

Execution & Technical Approach

I led the project from the original creative concept through art direction and final visual execution. My responsibilities covered the complete 3D production pipeline for both CGI commercial films, including modeling, environment development, animation, lighting, rendering, and compositing. Alongside the films, I developed the campaign master visual in Photoshop, created its animated version, and produced nine social media designs following the same creative direction. The entire campaign was completed within two weeks, maintaining a consistent visual identity across the films and supporting brand content.

06 — The Final Work

Deliverables

1 CGI Commercial Film — 23 seconds 1 CGI Commercial Film — 12 seconds 1 Campaign Master Visual 1 Animated Master Visual 9 Social Media Visuals Creative Concept & Art Direction End-to-End CGI Production Campaign Visual Design Production Software: Blender, Adobe Photoshop Production Timeline: 2 Weeks

07 — Outcome & Credits

Outcome & Feedback

The completed campaign received highly positive feedback from Al Majed for Oud. During a client meeting, the brand reported particularly strong audience engagement with the campaign. Detailed performance analytics were not provided, so no numerical performance claims are included. The final execution established a consistent creative direction across cinematic CGI films and supporting campaign visuals.

Credits & Contributions

Client: Al Majed for Oud — Saudi Arabia Agency: GHORILLA Creative Concept: Ahmed Shwkey Creative Direction & Art Direction: Ahmed Shwkey CGI Production: Ahmed Shwkey Master Visual & Campaign Design: Ahmed Shwkey Software: Blender, Adobe Photoshop

08 — Explore More

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