A promotional film for the Spring/Summer collection at Galeries Lafayette Doha. Fashion retail content lives in a crowded visual space, where the difference between forgettable and compelling is almost entirely a question of editorial instinct.

My role: Senior Editor, Sound Designer

What I brought to it: There was no brief in the traditional sense. No guidelines, no moodboards, no creative framework handed down. Just footage, a brand, and an objective. That is actually the purest form of editorial work: looking at what exists, understanding what it needs to achieve, and building the style, tone, and rhythm entirely from scratch with the brand's identity as the only reference point. Every creative decision on this piece was mine, from the opening frame to the final cut. The brief was developed in the edit itself.

Tools: Adobe Premiere Pro, After Effects, DaVinci Resolve