Mohamed AlhelwART DIRECTOR

Mohamed Alhelw

ART DIRECTOR

Part of AI projects

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Approach


Campaign imagery, directed — not generated by accident.

Every frame here was built with generative AI and directed the way a photographic shoot is directed — product, light, surface and mood decided before the first render, then refined until the result holds up as a brand asset.

6FRAGRANCE CAMPAIGNS
4WATCH SERIES
3JEWELLERY STORIES
14CAMPAIGN FILMS
Oud Black ArminOud Private Black ArminPrivate Pink Rose Black ArminPink Rose Nuevana Black ArminNuevana White Musk Black ArminWhite Musk Blue Black ArminBlue Aquamarine pendant Frank RoshaAquamarine pendant Emerald cocktail ring Frank RoshaEmerald cocktail ring Wave band, 18k Frank RoshaWave band, 18k Black on black LandinouBlack on black Opal dial, gold case Michel MartinOpal dial, gold case Blue dial, steel Frank RoshaBlue dial, steel Silver dial, steel Frank RoshaSilver dial, steel Octagon, two-tone Black ArminOctagon, two-tone

BLACK ARMIN · 01

Oud

Agarwood and saffron suspended in desert light. Mudbrick towers set the scale; the bottle stays the still point.

The set moves between two registers — carved architecture at golden hour, and charred wood on near-black ground — so the same bottle reads both heritage and modern.

Oud bottle framed by carved stone
Oud bottle on agarwood at sunset
Oud bottle in a stone niche
Oud bottle against desert fortress wall
Oud bottle in an arched gateway
Animated campaign cut. Camera drifts across the oud and spice still life as the desert light falls.

BLACK ARMIN · 02

Private

The darkest chapter of the range. Basalt, charred wood and a single hard light — nothing warm except the liquid itself.

Amber liquid is the only warm value in the frame. Everything around it — rock, ash, packaging — is held near black so the product carries the entire exposure.

Private bottle with tobacco leaf and smoke
Private bottle on black stone plinth
Private bottle with dried leaves and smoke
Private bottle among coal and embers
Private bottle beside its outer carton
Smoke moves against black stone while the amber liquid holds the only warm value in frame.

BLACK ARMIN · 03

Pink Rose

Peony water and open sky. A high-key counterweight to the dark half of the range, built on reflection rather than shadow.

Two treatments for one scent: a studio niche in saturated rose, and daylight florals on water. Same bottle, two retail moods.

Pink Rose bottle in a glowing arch niche
Pink Rose bottle on a pale pink shelf
Pink Rose bottle with packaging in a dark red set
Pink Rose bottle submerged with roses
Pink Rose bottle among peonies under open sky
Petals drift and settle on open water; the bottle stays centred and still throughout.

BLACK ARMIN · 04

Nuevana

Citrus and gold. Silk, ice and rope give the scent three different surfaces to sit against — luxury, freshness, craft.

Three surfaces for one gold label — wet citrus for freshness, low amber light for depth, coiled rope for craft.

Nuevana bottle on ice with lemons
Nuevana bottle in low amber light
Nuevana bottle resting on coiled rope
Citrus and ice in slow movement, water beading on the gold label as the light shifts.

BLACK ARMIN · 05

White Musk

The softest set in the range. Blossom, warm limestone and drifting silk — no hard edges anywhere in frame.

Warm stone colonnades give the pale bottle somewhere solid to sit; petals and silk keep the palette soft throughout.

White Musk bottle on petals under blue sky
White Musk bottle in a limestone colonnade
White Musk bottle with packaging on stone steps
Blossom and silk move slowly through warm limestone light.

BLACK ARMIN · 06

Blue

Mediterranean light, salt and stone. The one scent in the range shot as landscape first and product second.

The series runs from open coastline to a controlled blue studio, so the same bottle works for both lifestyle and pure e-commerce placement.

Blue bottle on coastal rock before sea stacks
Blue bottle with lemons above bright sea
Blue bottle underwater among shells
Blue bottle in a blue studio corridor
Blue bottle beside its outer carton
Hard blue light rakes across the bottle in a controlled studio set, water and glass catching the beam.

FRANK ROSHA · PRODUCT 01

Aquamarine pendant

The studio product frame is the reference; the AI frame places the same piece on weathered driftwood to give the stone a natural context.

ReferenceAquamarine drop pendant on gold chain, studio product shot
AI frameAquamarine pendant styled on weathered driftwood

FRANK ROSHA · PRODUCT 02

Emerald cocktail ring

One reference frame, two AI treatments — a magnolia leaf for editorial warmth, and a tight macro that holds the pavé and claw setting.

ReferenceEmerald and diamond gold ring, studio product shot
AI frame 01Emerald ring styled on a magnolia leaf
AI frame 02Emerald ring macro on dark stone

FRANK ROSHA · PRODUCT 03

Wave band, 18k

The ribbed wave profile is the whole design, so both AI treatments stay tight on the band — one on navy, one in soft daylight.

ReferenceRibbed gold and diamond wave ring, studio product shot
AI frame 01Wave ring on navy presentation box
AI frame 02Wave ring in soft daylight

LANDINOU · 01

Black on black

A fully blackened case and bracelet, kept legible by specular edges alone. Black gemstone bezel, white diamond indices.

Landinou blacked-out watch with gem-set bezel
Landinou watch on dark rock
Landinou bracelet and bezel detail
Landinou watch in a spotlit studio set

MICHEL MARTIN · 02

Opal dial, gold case

The dial is the whole story here — crushed opal in blue and green, so the supporting frames stay turquoise and quiet.

Michel Martin watch among turquoise spheres
Michel Martin gold watch with opal dial
Michel Martin watch on turquoise strap
Opal dial texture detail
FILM 01 — the watch turning among turquoise spheres
FILM 01 — the watch turning among turquoise spheres

FRANK ROSHA · 03

Blue dial, steel

An octagonal steel case on an integrated bracelet, carrying a deep sunburst blue dial and a diamond-set bezel. Lit to keep the case edges bright and the dial saturated.

CASE
Polished steel
DIAL
Sunburst blue
BEZEL
Diamond-set
BRACELET
Integrated link
Frank Rosha steel watch with blue sunburst dial
FILM 01 — full case and bracelet, rotating
FILM 01 — full case and bracelet, rotating

FRANK ROSHA · 04

Silver dial, steel

The same octagonal case in a brighter register — brushed silver dial, diamond bezel, and a light setup that separates each bracelet link.

CASE
Polished steel
DIAL
Brushed silver
BEZEL
Diamond-set
BRACELET
Integrated link
Frank Rosha steel watch with brushed silver dial
FILM 01 — macro across the silver dial
FILM 01 — macro across the silver dial

BLACK ARMIN · 04

Octagon, two-tone

The house watch closes the portfolio. An octagonal case in steel and rose gold, with a woven navy dial — lit tight and centred so the geometry of the bezel does the work.

CASE
Steel & rose gold
DIAL
Woven navy
BEZEL
Octagonal
BRACELET
Integrated link
Black Armin octagonal two-tone watch with navy dial
FILM 01 — full watch, steel and rose gold
FILM 01 — full watch, steel and rose gold

Method

How each frame is built

01

Brief & mood

Product, market and season decide the palette before any render begins.

02

Set & light

Surface, backdrop and key light are specified as a photographer would.

03

Iterate

Generations are culled hard; only frames with correct label and form survive.

04

Finish

Colour and retouch to campaign standard.