Dalia | 11:11

The concept was built around a futuristic, high-fashion photoshoot that served as the foundation for the album's entire visual narrative. Designed to reflect the unique identity of 11:11, we merged modern elegance with surreal, forward-looking aesthetics. A distinctive 2D character was also developed to expand the artistic dimension of the campaign. The project culminated in a major promotional event in Saudi Arabia, where immersive visuals were projected across the world’s largest screens at Boulevard Riyadh City. The campaign featured editorial-style photography, lyric videos, and synchronized artwork presentations on 44 iconic screens, delivering a unified, visually rich experience aligned with the artist’s vision.

My Role

I was responsible for all creative aspects of the campaign. For the Boulevard event, I handled the complete visual direction—including the design of the screens, digital invitations, and video content shown during the activation. On the album side, I developed the concept, created the brief and moodboard, and managed the entire post-production workflow. I selected and coordinated the post-production team, oversaw the illustration of the 2D character, negotiated the budget, and ensured that all deliverables were completed on time and met the creative vision. Every step—from ideation to final output—was aligned with the artist’s brand and Warner’s quality standards.