Campaigns & visual storytelling

Aswaq Al Khair

Turning everyday produce into an expressive campaign world.

Sector: Fresh produce & retail
My role: Design & creative execution
Scope: Campaign art direction, Photo compositing, Arabic layouts, Social content, Motion creative

01 / Context

Give a familiar category a memorable visual language.

Fresh produce offers many messages: variety, convenience, daily meals and seasonal relevance. The design challenge was to create enough variation for an ongoing campaign while keeping the brand recognisable across very different compositions.

I built the creative around a simple connection: everyday benefits become visual metaphors. A battery filled with vegetables suggests daily energy; running produce makes speed visible; a treasure map turns shopping into discovery.

02 / Approach

One recognisable world. Many fresh ideas.

Green anchors the campaign, orange adds emphasis, and large Arabic headlines connect each visual idea to its message. The products remain central even when the composition becomes playful or surreal.

Make the benefit visible before the explanation.

Decision 01

A metaphor for each message

Battery, race and treasure-map concepts give different campaign messages their own visual hook, instead of repeating the same product arrangement.

Decision 02

Recognition through repetition

A green-led palette, recurring logo placement and bold Arabic headlines connect diverse scenes into one campaign family.

Decision 03

Different content behaviours

Hero visuals introduce an idea, comparison posts explain it, and quizzes invite participation. Each format has a distinct purpose within the same visual language.

Speed becomes a playful race between produce characters.

A treasure-map composition reframes shopping as discovery.

Colour and movement put the food itself at the centre of the composition.

03 / Project collection

A campaign that changes the message, not the character.

The campaign moves between promotional, everyday and interactive expressions. Arabic wordplay and familiar food references keep the tone local, while the repeated colour and hierarchy maintain continuity. The quieter quiz layouts create a useful contrast with the more elaborate hero compositions.