AI-Augmented Visual Campaign for We Are Ethra
Sami Yar Khan
Creative Direction, AI Motion & Production: We Are Ethra (Dubai)
Project Overview
We Are Ethra is a Dubai-based luxury fragrance brand seeking to establish a commanding visual identity that bridges modern Middle Eastern elegance with deep, atmospheric global storytelling. As the Creative Director, I was tasked with redefining the brand's visual trajectory to match the ultra-premium standards of the Dubai luxury market.
Instead of relying on traditional, high-budget, logistically complex international shoots, I pioneered an AI-augmented creative workflow. By blending advanced generative AI platforms with precision post-production, I designed and produced a cohesive, multi-environment campaign spanning both high-end print stills and cinematic video assets.
My Role and Responsibilities
Creative Direction and Strategy: Developed the overarching thematic concepts ("From the peak of silence" and "For the ones who define the room"), establishing the mood, color theory, and narrative pillars tailored to a sophisticated, global audience.
AI Motion and Environment Design: Leveraged cutting-edge generative tools to build intricate, photorealistic backdrops and cinematic video environments, ranging from moody, snow-capped mountain ranges to rich, macro floral textures.
Product Integration and Consistency: Ensured the physical product bottle retained absolute geometric accuracy, glass refractions, and label clarity across wildly different digital environments and motion sequences.
Video Editing and High-End Retouching: Handled the final editing, color grading, lighting matching, and seamless asset blending to deliver publication-ready marketing collateral and cinematic video ads.
The Tech Stack and Workflow
To achieve a completely seamless blend of reality and imagination, I utilized a precise combination of traditional design software and generative AI:
Google Gemini and Prompt Engineering: Used for rapid conceptual ideation, generating distinct thematic angles, and refining the psychological hooks behind the ad copy.
Higgsfield (AI Video Generation): Employed to generate advanced cinematic motion sequences, creating dynamic, atmospheric video environments with sophisticated spatial lighting and camera depth.
Adobe Photoshop (Generative Fill and Retouching): The ultimate anchor for the project. I used Photoshop to composite the authentic product bottle into the AI-generated environments, ensuring perfect shadows, realistic glass refractions, and exact color harmony.
Campaign Pillars and Deliverables
1. The Macro-Floral Editorial ("For the ones who define the room.")
The Concept: Highlighting the deep, rich, and commanding presence of the fragrance.
Execution: A deep purple, velvety petal envelope that tightly frames the golden amber bottle, creating an immediate sense of luxury, intimacy, and sensory depth in both static imagery and fluid motion.
2. The Atmospheric Landscape ("From the peak of silence.")
The Concept: Evoking freshness, crisp clarity, and an understated, soaring premium feel.
Execution: Positioning the product against a rugged, misty, snow-dusted mountain range, balanced by a sharp foreground element of lavender to ground the scent profile visually, brought to life through slow, cinematic camera sweeps.
3. The Cultural Silhouette and Lifestyle Integration
The Concept: Bridging regional heritage with contemporary luxury.
Execution: A stunning, high-contrast silhouette image framed by an elegant Middle Eastern archway, paired with bright, candid lifestyle frames that showcase the target demographic's authentic connection to We Are Ethra.
The Impact and Value Delivered
Hyper-Efficiency: Eliminated the need for expensive location scouting, set design, and travel, reducing traditional print and video production timelines by weeks.
Uncompromised Fidelity: Proved that utilizing AI in creative direction doesn't mean sacrificing luxury branding; the final motion and static assets maintain the strict visual standards required to compete in the Dubai luxury market.
Omnichannel Readiness: Delivered a cohesive, versatile suite of static and video assets perfectly optimized for social media grids, high-impact video ads, web banners, and digital lookbooks.
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Posted Jun 17, 2026
Redefined visual identity for We Are Ethra using AI-augmented workflow.
