A back to school collection promo for Galeries Lafayette Doha. The raw material: hours of green screen footage of children running around. The brief: none. The creative latitude: total. The pressure: entirely self-imposed.

My role: Senior Editor, VFX, Motion Designer, Sound Designer

What I brought to it: Green screen footage without a brief is both a gift and a test. There is no framework to work within, which means there is no safety net either. The vision has to be right because it is the only vision there is. The creative decision was to go beyond the footage itself, building a visual language from scratch that could carry the energy of children without becoming chaotic, and the style of a luxury retail brand without becoming stiff. The tone had to land in a specific place: stylish and irreverent, but genuinely young and joyful. Getting that balance right meant designing the world the children were inhabiting as much as editing the footage of them moving through it. The result was a piece that felt considered and creative rather than assembled.

Tools: Adobe Premiere Pro, After Effects