Aseel Hameem | Shumookh

The concept behind Album "Shumoukh" revolves around celebrating pride, strength, and authentic self-expression. Each creative element was thoughtfully curated to highlight a fusion of luxury and cultural authenticity, capturing the spirit and essence of the desert. The direction evokes empowerment and confidence through vivid visual storytelling, seamlessly combining contemporary elegance with traditional symbolism. The result is a powerful narrative emphasizing resilience, individuality, and pride, deeply connecting with audiences.

My Role

I led the project from concept to completion, managing the entire creative direction in collaboration with the marketing team. I developed the initial mood board and visual concept, organized the photoshoot including prop sourcing, studio coordination, and budget negotiation. I oversaw post-production, and directed the production of five lyric videos, each combining footage, imagery, and lyrics in a cohesive style. My focus was on maintaining a strong narrative and visual harmony across all assets. The project received wide acclaim and stayed on the charts for over six weeks.