MIDDAY | Campaign & Art Direction

MIDDAY was positioned as a habit brand rather than a special-occasion destination.

The campaign language is direct, playful and grounded in the reality of a busy day. Good food, made properly, without turning lunch into a whole performance.

Not the place you save for someday. The place you return to every Tuesday.

Soon a deeper take and look in this personal project. MIDDAY may not be a real sandwich bar yet, but the concept is ready to leave the mockups whenever someone wants to open the doors.

Lunch. Handled.

Amazing work

AN ODE TO IMPERFECTIONS - Making Of

I wanted to create something that felt... human.

A film that celebrates the little imperfections that make us who we are.

So here's how I made it. First came the idea.I spent time thinking, sketching, and exploring different directions before landing on a simple thought:Our imperfections aren't flaws—they're our fingerprint. Once the concept felt right, I built a visual moodboard.I collected references, explored color, cinematography, typography, and pacing until the film had a clear emotional direction.

Then came the script.

Every line was rewritten multiple times until it sounded less like advertising and more like a quiet observation.Next, I generated the voiceover using Envato's AI Voice Generator, aiming for a natural, understated performance that let the words breathe. Music was just as important. Instead of an epic trailer score, I searched through Envato's massive audio library and chose a minimal classical piano piece that complemented the emotion without overpowering it.

Then came my favorite part.

I explored Envato's Video and Effects libraries, searching through hundreds of clips to build a visual story—finding moments that felt authentic, textured, and unmistakably human. With everything ready, I moved into Adobe Premiere Pro.

This is where the film truly came to life. Editing. Timing. Rhythm.

Matching visuals to the voice and music. Shaping emotion frame by frame.

To finish it, I added subtle transition overlays, cinematic LUTs, and a touch of film grain from Envato to give everything a cohesive, tactile feel.

And that's it. From a simple idea...to a finished film.

Because AI can generate possibilities- but it's still the human choices that shape the story.

Human by Design.

This is definitely in my top 10. Your planning, selection of assets, and execution are flawless. The result exudes cinematography, emotion, and the embracing of imperfections that make us human. Evrything came together so nicely because you orchestrated each element and adjusted every detail. Upgoated! 🐐