Universal Music
Universal Music
Since 2022, I’ve been supporting Maison El Nabil—a luxury fragrance house present in over 50 countries—in the complete overhaul of its content strategy and the production of its global visual identity.
Our mission: to build a brand image that matches El Nabil’s ambition, by crafting a visual universe that’s unique, inspiring, and speaks to all cultures—from Dubai to Paris, Casablanca to Jakarta.
Today, El Nabil generates over $50 million in annual revenue, and I’m proud to have played a role in elevating the brand to a new dimension through my creative and strategic vision.
Creative Brief
Travel with Maison El Nabil – Asia Edition” campaign
Showcase Maison El Nabil as a global, luxurious, and culturally connected perfume brand — through an inspiring journey across Asia.
Creative Concept
“One Perfume. A Thousand Journeys.”
Each fragrance captures the soul of a place — blending scent, culture, and emotion.
Key Destinations
Japan: elegance, purity, calm
Thailand: vibrant, sensual, colorful
Indonesia: spiritual, lush, mysterious
South Korea: modern, minimal, stylish
Visual Style
Natural light, warm tones
Soft close-ups (skin, fabrics, scents in motion)
Slow motion, poetic rhythm
Balance between luxury and authenticity
Deliverables
Short travel films (1 per country)
Reels/TikToks (15-30 sec)
Lifestyle & editorial photos
Travel diary-style stories
Tone
Sensory, emotional, elegant
Task
From concept ideas to scripting, directing, shooting, and editing—I handled the entire project from the ground up, all the way to publishing on social media
Strategy
Cross media
Design
Art Direction, videography
Client
Perfumery