Azza Fhamy
Scarab Collection Luxor.
Art Direction
worked closely with the creative team across multiple campaign segments, helping translate the established creative direction into the final visual execution. In collaboration with the team, cast and production, I contributed to shaping the imagery and bringing the campaign vision to life on set. I focused on the art direction and overall visual expression
Lovelie
Creative Lead, Brand identity, Photography ( Still life and Product)
As Creative Lead, I was responsible for developing and shaping the brand identity, establishing
the overall creative direction and translating it into campaigns and visual concepts. I led the
art direction across productions, working closely with a multidisciplinary team to develop and
execute the creative vision. From defining the visual language to overseeing the campaigns on set,
I ensured consistency across every stage of the process and that the final work reflected a clear and
cohesive brand identity.
Soft colurs of minimlism
All about bringing the silhouettes, colours and shapes into focus, while keeping everything else beautifully understated. Soft, considered tones are used to enhance the feeling of the collection, with each look carefully paired with its surroundings to create a sense of visual harmony.
The imagery feels calm and refined, yet still has a strong visual presence. Simple graphic elements add shape, depth and movement, playing with the silhouettes and bringing the collection to life in a fresh and contemporary way.
Summer Campaign II
I led the development of campaign concepts across multiple segments, overseeing the creative direction from the initial idea through to the final shoot. I built the teams around each concept, selected the appropriate creative talent, and worked closely with the cast and crew throughout production. On set, I directed the execution to ensure that all visual elements worked together seamlessly and that the original concept was translated into a cohesive campaign that remained true to the brand identity.
Waves of pettern
All about capturing a sense of British calmness within a world of expressive patterns and florals.
The concept explores the tension between restraint and visual abundance, where a quiet, almost effortless sense of existence meets an explosion of colour, texture and pattern.
The imagery balances maximalism with subtlety, allowing the patterns and florals to feel rich and immersive without becoming overwhelming. Soft compositions, considered details and a restrained atmosphere create a sense of calm within the visual intensity, resulting in imagery that feels both distinctly British and unexpectedly contemporary
&Other Stories
Summer Campaign I
Art Direction.
I shaped the creative direction for campaigns across multiple segments, taking each project from the initial concept through to production. I brought together the right creative teams and talent for each campaign, collaborating closely throughout the process to ensure a strong connection between the idea and its execution. On set, I led the art direction and oversaw the visual details, making sure the final imagery felt cohesive, considered, and aligned with the overall brand identity.
F is for Fashion A for art Magazine
Creative Direction, Grapic dsign.
I created a fashion and art magazine exploring the intersection of high fashion, art and graphic design. The project was built around the idea of treating each page as its own visual composition, combining photography, typography, layout and graphic elements to create a distinctive editorial language. As Creative Director and Graphic Designer, I developed the concept, visual identity and overall art direction, creating a publication where fashion and graphic design come together as one cohesive visual experience.
Created as my final project at Berghs School of Communication, the magazine was awarded Best in Class.
I worked closely with the creative team across multiple campaign segments, helping bring the established creative direction to life from concept through to production. Working collaboratively with the team and creative talent, I contributed to the visual execution and direction throughout the shoots. On set, I worked closely with the styling, casting, set and production teams to ensure that all elements came together cohesively, translating the shared creative vision into a considered final campaign that remained true to the brand identity.
Together with the creative team, I developed the creative vision for a holiday campaign across multiple segments, taking the projects from the initial concept through to production. We brought together the right creative talent for each campaign and worked closely throughout the process to develop a cohesive visual story. On set, I contributed to the art direction and worked alongside the team to bring the concepts to life, ensuring that the styling, casting, set and imagery came together seamlessly and reflected the overall brand identity.
& Other Stories E-com
Art Direction
As Art Director for & Other Stories’ e-commerce team, I worked in a fast-paced studio environment, collaborating closely with the creative and styling teams to produce strong, engaging imagery at a high volume. I focused on art directing the shoots and ensuring that styling, composition and visual details came together to create polished imagery that showcased the collections in a compelling and consistent way.
Photography 2006-2018
With over 20 years of experience in fashion photography, I’ve had the fortune to work with leading international brands and publications including Dior, Louis Vuitton, Acne Studios, Tommy Hilfiger, H&M and Vogue. Working across fashion, editorial and commercial photography, I’ve developed a strong understanding of image-making, from concept and composition to styling, casting and working on set.
Choke Campaign
Berghs Project
Creative Direction, Graphic Design and Photography
For this project, I had the opportunity to take the creative idea from start to finish, working as Creative Director, Graphic Designer and Photographer. Combining these roles allowed me to explore the concept from every visual angle and create a unified expression across the photography, graphic design and overall art direction.
Art Director and Creative.
info@honerakrawi.com
Former fashion photographer that took the step to become a multidisciplinary creative. Specializing in Art Direction. Graphic and motion design.
Berghs School of Communication.
Communication design
2018-2020
Photography)
Dior, Acne Studios,
Louis Vuitton, Tommy Hilfiger,
H&M, Elle, Vouge and more.
Art Direction.
H&M
( &Other Stories)
Bazza Alzzoman
Azza Fhmay
Lovelei
And more.